Businesses that are online need to think about mobile, since the lines and platforms are becoming very blurred. Understanding mobility, and getting mobile marketing to work to your advantage can be tricky. As more and more people begin to make purchases “on-the-go” via mobile devices, the pressure increases for businesses to create some sort of app or mobile site. Tealeaf, a customer experience management firm, provides five of the best mobile practices for small retailers.
1. Be Strategic – Have a mobile strategy, not just a mobile site or app. Essentially, many companies build a mobile site or app just “because” instead of crafting a true mobile strategy that aligns to how they do business and how their customers might benefit.
“Think about the right things to do. Don’t try to do everything,” said Geoff Galat, Vice President of Worldwide Marketing at Tealeaf. “A strategy will keep you from rushing with things that aren’t enough, or are way too much.”
2. Simplicity – Don’t try to replicate the full online experience on a mobile site or app, simplify the; approach to make the most relevant functions easy to use.
Tealeaf Technologies is the leader in customer experience management for online and mobile businesses, providing software that helps small and medium-sized businesses measure online user behavior.
“Consider a mobile optimized experience,” Galat said. “Choose a mobile offering that lends itself well, which depends on the business.”
3. Visibility – You can’t manage what you can’t measure and you can’t measure what you can’t see. Mobile changes the way the way companies can understand user behavior, success and failure.
“Make sure your mobile strategy is actually serving you,” Galat said. “That means defining what you expect out of it and responding to user feedback.”
4. Impact – Understand the impact of bad experiences on your brand, on your customer adoption of the channel via social media and how ratings & reviews impact rankings on App Stores.
Galat pointed out that now would be the best time for businesses to try and to test their mobile strategies. It’s one of the bigger retail seasons of the year without the scrutiny and media hype, acting at Galat put it “a dress rehearsal for the holidays.”
“If your customers are not happy with the app in August, they’re aren’t going to do business with you in December,” Galat said. “Customers connect the app to the brand, and 80 percent expect [the app] to be as good or better than the site or the storefront.”
5. Listen – It’s essential to listen to your customers and learn from what they tell you about their experiences. This gives you the foundation to evolve your mobile site and adapt based on their feedback.
“Pay attention,” Galat said. “Building it is not enough. Make sure to deliver [your mobile strategy] successfully as there are no second chances.”
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