Smaller screens, limited functionality, lagging conversion rates... these are all reasons digital marketers and web teams attribute mobile with the position of the poor cousin of desktop. But it’s a big mistake to do so.
Whether you are just starting out on your mobile strategy or you have had one in place for a while, one thing that we know is that mobile is growing fast. And this means you will need an approach to optimisation.
Improving the customer experience on an e-commerce site has historically been about optimising around transactions, making your website easy to use and focusing on conversion rates at various points in the funnel.
To be really successful though, it’s critical to think beyond this idea of transactional optimisation.
A fully optimised online customer experience means much more than just making it easy for your customers to buy things, it’s about building long-term relationships through personalisation, timely relevance and treating visitors as individuals.
Saying the right thing to the right person at the right time. You need to consider how to optimise that relationship.