mCommerce is growing rapidly. But mobile marketing tactics don’t always work. Learn how not to alienate mobile users by avoiding these marketing mistakes.
You probably already solidified the idea that, if you want to be a successful online entrepreneur, you have to be able to satisfy mobile device users. I’m hoping that you already have this idea, ingrained in your business practices. If not, then there are a lot of things that you still have to learn. Appeasing mobile users has to become one of your top UX priorities.
If you’re already on the mobile commerce bandwagon, then there’s a chance that you’re still making some very basic mistakes, when marketing to the mobile community. Below, you’ll find a list of some of the basic mCommerce marketing mistakes that a lot of businesses are making. Be sure to check them out and verify that you’re not practicing any of them.
Be Careful with Your Promotions
One of the biggest differences between mobile platforms and your usual desktop experience is the space that’s available to you. On a mobile screen there’s not enough room for everything, so sometimes you either have an option of displaying text or images. With this approach, people are most likely to consume visual content, than anything else. That’s why platforms like Snapchat and Instagram experience incredible growth and popularity.
At the same time, this means that if you want to succeed with the help of these platforms – you need to be able to recognize the right opportunities to promote your business/ products. As we established, visual content rules the mobile niche. This is where a lot of mistakes are being made.
Have you seen an Instagram account that’s constantly posting banners with ads about their promos/discounts? I’m sure you had one of these in your feed at some point. I’m sure that you’ve unsubscribed from at least one of these. Same goes for other destinations/ apps and even websites. What you can do to avoid alienating your user base and potential clients from mobile-centric platforms?
Stop using images as your main promotional tool. Quality should prevail, no matter the platform. Especially on sites like, Pinterest, where aggressive marketing is pretty common. So be sure to post relevant content. Mix in ads, but be careful with their quantity.
Are you making promo materials for a sale? Did you make sure to have versions for each and every platform that you’re working with? Nothing’s worse than looking at an out of place image on a platform that it wasn’t designed for. On a small smartphone screen the obvious mishap will be visible right away.
Responsive Design Isn’t Enough
Making a responsive version of your website isn’t enough anymore. It’s important to make it actually usable on a mobile device. That popup that looks good on a desktop might actually look horrible on a mobile device. As well as other navigation elements on your website. It’s important to distinguish the mobile experience and provide enough alterations to your mobile design to create an experience that’s really beneficial for the mobile users.
Another important aspect is being able to recognize the downsides of mobile experience, like the frequent unavailability of a stable connection: public wifi, or hotspots with a lot of interference, like in apartment buildings, where there are many networks, broadcasting on the same frequency. This means that your mobile users need to be able to access your website in a convenient manner, with properly loaded images and no interruptions. That’s why image, code optimization are very important. Not to mention that this will also benefit your regular desktop visitors in one form or another.
Don’t Ignore Interface Standards in Design
It’s important to understand the interactions that mobile users are going through on daily basis. For example, the famous ‘hamburger’ menu is more likely to be recognizable by a mobile user, then by a desktop user. This is just a simple example, but there are a lot of other features like this that work specifically with mobile interfaces and it’s important to be able to recognize these and implement in your mobile designs.
Companies like Google have taught billions of people to use their products in a certain way. If you’re not adding these user experience blueprints to your designs and favor your brand’s identity, you might be in trouble. It’s important to maintain a good ratio of interface tactics that have been previously available from your site and be able to implement UX standards set up by the big brands. It’s easy, since these companies have plenty of tools and frameworks that can help you facilitate your users’ experience. For example, Google has splendid material design guidelines and tools.
Add Value to Your App
Creating a mobile app that simply mimics your website’s experience might be a good way of attracting mobile users. But making the app stand out is really something you should focus on, if you really want to have decent adoption and retention rates. After all, apps being different from the desktop version, is the main reason why they exist and are popular among users.
This is especially true if you already have a responsive design in place. Make your app unique; analyze user experience and the specific platform you’re advertising the app to. What can make it stand out?
Maybe a streamlined ordering process? Maybe there are push notifications that can actually work for your benefit through the app? You should consider these and many other things before starting the development of the app.
Don’t Push Your App
If you ever used TripAdvisor, you probably know what this specific tip deals with. If you have an app that offers unique and convenient experience – people will naturally switch over to it. It’s not necessary to try to push the app aggressively in order to increase the app’s user base. This is especially true for cases, when the app is not particularly useful.
Not to mention, that not all companies can afford aggressive marketing of their apps. TripAdvisor gets away with their ‘bullying’ simply because there are millions of users and many people don’t have any good alternatives to it. That doesn’t mean that your business can afford the same approach. In fact, it might cost you users in the long run.
About the Author
Alex Plotnikov – CMO at MageCloud.net, an innovative PaaS that allows you to launch a Magento store in a matter of minutes, automatically deploying Magento instances, installing themes and extensions.