How Customer Photos Improve Mobile Shopping

Mobile commerce is expected to grow nearly 50% in the next four years.

But even with the rapid rate of tablet and smartphone technology, there are still many advantages of web over mobile for creating a seamless online shopping experience. This is strongly reflected in the still lagging mobile conversion and purchase rates—mobile’s conversion rate lags over 3.5x behind desktop. With consumers spending more and more of their online time on mobile, brands are turning to content generated by their customers to improve the mobile shopping performance.

Mobile commerce still lags significantly behind desktop when it comes to e-commerce.

  • Mobile conversion is generally terrible (0.6% conversion on smartphones in 2013 vs. 2.2% conversion on desktop)
  • Consumers rate mobile as the “most difficult” method for completing an online purchase compared to other purchasing channels
  • Customers rarely make purchases through mobile devices, and when they do, transactions made on mobile are on average much smaller.

Some reasons for mobile’s low reviews include:

  • Low bandwidth that limits photos and load times
  • Small screen that clutters and/or eliminates information
  • Difficulty in mobile app downloads

User-generated content from social media has become a valuable resource to combatting the mobile commerce chasm. For one, your customers are using social media on mobile (social media usage from mobile increased 23% in 2014.)  They are browsing and posting pictures across social channels on their mobile devices.  This means that when it comes to using their phones– your customers are mostly being exposed by content generated by their friends and/or influencers they follow. By displaying customer photos within native shopping apps and on mobile e-commerce websites, your brand can begin to bridge the customer experience gap between social media and mobile commerce.

So what are the general takeaways to why customer photos and social media content are so effective at improving the mobile shopping experience?

  1. Consumers are accustomed to seeing social photos from their mobile devices
  2. Integrating social content into mobile commerce helps connect the shopping experience to the larger consumer mobile behavior
  3. Customer photos are incredibly engaging and offer strong social proof of brands and products
  4. User-generated content is more engaging than custom or stock photography

Kenneth ColeCharlotte Russe

Kenneth Cole and Charlotte Russe place user-generated content on their mobile sites to enhance the customer shopping experience.

Social media plays a large role in improving the mobile experience and can be more than a channel for customer engagement. Customer photos can be leveraged to help personalize the mobile shopping experience and offer strong social proof of your brand and products. By integrating user-generated content into native apps and mobile web, your brand will begin to move the needle to drive higher mobile conversion rates and sales.

 

Kyle_Wong_PixleeKyle Wong is the CEO & Co-Founder of Pixlee, a SaaS platform that helps brands leverage customer photos to improve marketing. Kyle has been featured in Forbes’ 30 Under 30 List and is a regular speaker and domain expert on influencer marketing and driving consumer engagement through social media.

 

Stay On Top Of Modern Marketing

“Youth Is the Engine of the World” – Matisyahu

Since I started writing my new book, YouthNation, last summer, the changes I have been studying have evolved in some instances more quickly than I could type. The groundswells from urban corners to suburban shopping malls are dictating the future of the American business economy.

Where would our nation be without Google, Facebook, Amazon, Tesla, or Twitter? Apple, a technology company, has the largest market cap on Wall Street and looks to be running away with that title. No longer do bellwether blue-chip titans hold the keys to our future. Instead, it’s a group of upstart millennial-minded organizations that are changing the face of communications, media, commerce, and transportation.

The problem is that there are still so many companies whose leadership is on the outside looking in. When I spoke at a conference of more than 200 digital marketers last month, I asked how many had heard of WeWork — a $5 billion company that’s changing the face of commercial real estate. Just two raised their hands. And this was an audience of professional digital marketers! Most of the rest of the country is even further on the fringe of this revolution.

In the 1960s and 70s, youth culture was counterculture, fighting big business and big government in an effort to be heard. They had to protest in big groups and stage be-ins and other happenings to effect change. The seminal event of that counterculture, Woodstock, attracted what was, in 1969, a mind-blowing 400,000 people. The Electronic Daisy Carnival draws more than that to Las Vegas Every Year. The power of youth in sheer numbers, share of voice, and macroeconomic impact is greater today than ever before.

So what can you do, as a modern marketer, to stay on the right side of disruption? Here are a few modest suggestions:

  • Change the way you consume news: Curate your news from those who you respect, using tools like Nuzzle, which aggregate the headlines that are shared by the people you follow.
  • Learn about emerging startups. Attend conferences and read blogs to keep abreast of companies like the aforementioned WeWork, Kickstarter, Postmates, and so many others, which are disrupting fabled industries that have remained static for nearly a century.
  • Search platforms like Skillshare where (very inexpensive) classes can keep your skills fresh in shifting areas such as search engine optimization and mobile design.
  • Choose your sources wisely. Increasingly, traditional media sources are becoming also-rans, as the most important news is broken by platforms like Mashable, and by influencers who are close to the industries being affected.
  • Learn the new social platforms, even if they seem silly at first. If the first wave was Facebook, Twitter and LinkedIn, the second wave is Instagram, SnapChat and Pinterest. Doing a deep dive and using them actively will enable you to fully understand these tools, and will spark ideas on the ways your business can use them.

Yes, the world continues to change, and for many, the changes are scary. But the new forces are easily accessible, so you are now more empowered than ever before to harness these changes and catapult your business to new heights. If you’d like to go deeper, YouthNation may serve as a roadmap.

 

Matt_Britton_72_DPIMatt Britton is the founder and CEO of innovative ad agency MRY, and the chair and co-founder of @CrowdTap, the people-powered marketing platform. On Twitter, he’s @MattyB.

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