Mobile is eating the ^ commerce world.
By Dickey Singh, CEO Pyze
Mobile Commerce or mCommerce is quickly becoming the new norm to buy and sell products. As brands around the world integrate improved systems to allow the online sale and purchase of items, mobile eCommerce is emerging as a favorite for consumers around the world. With a wave of new mobile apps to securely process payments in a matter of seconds, at least, one of three of all eCommerce transactions are now completed via a mobile app. This exponential increase in Mobile Commerce is being fueled by Apple, Samsung and Google developing new mobile payment solutions for a market that is expected to touch $800 billion in the next 3 years.
Shoppers today don’t really think about purchases in terms of online or offline commerce anymore; they are just shopping, and they want reliable information at their fingertips before making a purchase decision. This is where mobile devices and Mobile Commerce apps, in particular, come into play. Today, a successful Mobile Commerce app must be able to detect the environment where it’s being accessed (using proximity sensing technologies like Beacons, or location-aware technologies like GPS, indoor GPS or Wifi triangulation) and offer users appropriate in-store or online context-aware experiences.
An app behaves differently when run within a store compared to running the app at home.
Offering the right content-aware experience should not be limited to location-based technologies as shown above. For example, if a person reorders previously purchased items, make it simple for her to browse past orders or subscribe from the list.
Top Ingredients of a winning Mobile Commerce App
Retailers aren’t investing in mobile apps and compatible payment services for nothing – Analytics firm Custora recently reported that Mobile Commerce accounted for over a third of total online shopping on Black Friday 2015 and Mobile Commerce outgrew eCommerce for holiday sales, year over year. Amazon saw an epic mobile shopping surge and said nearly 70% of its customers in 2015 holiday used a mobile device to shop.
Succeeding in Mobile Commerce
As mobile commerce is heating up, so is the competition. It’s important for app publishers to provide an intuitive and friendly user interface. If a user encounters confusing layouts and has a frustrating experience, they will move on to another app quickly. There is practically no switching cost.
Surveys of customers have shown that end user experience matters a lot. Keep the app simple and ensure its compatibility across multiple operating systems and versions. This, however, does not mean skimping on security – that is the top concern for most users when it comes to mobile commerce. The end goal, of course, is ensuring users are actively moving through the app to complete a purchase. This is where we’ve been able to help app publishers identify design issues and technical bugs that keep users from successfully making a purchase.
Just like eCommerce websites, mobile commerce apps are all about providing mobile users the experience that drives growth. Your app is an extension of your brand, and to effectively compete with thousands of other mobile commerce apps, you need to develop, grow and monetize your users by delivering the right experience at the right time. Any valuable insight begins with collecting the right data.
What makes a stellar Mobile Commerce App?
Based on our experience in working with leading eCommerce applications, we baked-in the best practices that we created into Pyze so all developers can benefit from the knowledge of the ingredients required to build a successful Mobile Commerce app. We’ve developed a curated set of events classes to complement the functionalities that are necessary for today’s mobile apps. Using our best practices not only ensures you’re building a sticky app but also makes it easy to analyze user behavior to determine what aspects of the app need optimization. The complete list can be accessed in the Pyze documentation.
Discovery encompasses how users discover content and items in your app. The PyzeCommerceDiscovery class includes methods to track how items are discovered and also suggested attributes that are important to track with each action. We recommend tracking Inbound deep links and landing pages, Items Searched, Categories Browsed, Recommendations Browsed, Previous Orders Browsed, etc.
2. Curated Lists & Wish Lists
Created by users of your app, curated lists can be shared with others and people can buy similar items. The PyzeCommerceCuratedList class lists methods to track these lists and also includes suggested attributes that are important to track. The key actions include the creation of curated lists, browsing of curation lists, adding or removing items to or from a curated list, sharing curated lists socially or via email, SMS or messages, publishing lists on the internet. Similarly, wish lists can be used for tracking personal preferences. The important actions to track for wish lists include creating, browsing, adding or removing items, and sharing actions using the PyzeCommerceWishList class.
3. Shopping Cart
The shopping cart needs no introduction but app publishers should be beware that consumers expect standard functionality from shopping carts and those actions are critical to track to fully understand your user’s buying behavior. The PyzeCommerceCart class includes the list of actions to track, including attributes, like adding and removing items. Items can be added from ads, special offers, wish lists, curated lists, previous orders, search results, and subscription lists. The source should be tracked to determine what is working for your app. Standard operations like removing items, viewing and sharing carts, are data points that can provide valuable insights. Tracking the details of a specific item that shoppers are interested in before buying allows for providing individualized experiences in the future through personalized recommendations.
The PyzeCommerceItem class includes the list of actions that you should track for operations a user can do on an item offered for sale, including attributes like viewing item details and price, reviewing item reviews, reading or writing reviews.
Once a shopper has what they want in their Cart, its important to track the checkout process. It’s not done till the shopper checks out! The PyzeCommerceCheckout class lists the actions you should track including checkout start, completion, abandonment, and failure.
Shipping, Billing, and Payment
Just like it’s important to monitor Checkout, it’s just as important to monitor user drop off during entry of shipping information, billing information, or payment information.
The PyzeCommerceShipping, PyzeCommerceBilling, and PyzeCommercePayment classes contain the actions we suggest tracking start and end points, abandonments and failures.
Tracking Revenue sources and payment instruments are the basis for Pyze Revenue intelligence. PyzeCommerceRevenue class allows tracking of the number of purchases a user makes and how people are paying for their purchases, i.e. credit cards, stored credit cards, Apple Pay, Google Pay, Samsung Pay, etc. If a user has a payment method that is about to expire in the next month, it's helpful to alert them requesting them to update.
5. Messaging, Support, Advocacy, and Feedback
It is a great idea to offer live chat or messaging directly from your app so you can offer support and chat directly with your app’s users. App developers should track Initiation and success of live chat, call back requests and support requests. Tracking types of requests help you add frequently asked questions as features. Check out Pyze Advocacy and Feedback class: PyzeAdvocacy, Support class: PyzeCommerceSupport, and Messaging class: PyzeMessaging.
Beacons are becoming increasingly prevalent for tracking the movement of shoppers within a brick and mortar store and sit at the intersection of offline and online retail. Once a shopper’s device connects with a beacon, merchants have a deeper understanding of the merchandise types that are of interest to the shopper based on store and region. They can now send pertinent notifications (like ads and special offers) to the mobile phone while the shopper is in the store or leverage partnerships to retarget the user later. The PyzeCommerceBeacon class includes methods to track the important actions associated with Beacons, including suggested attributes that are important to track with each action like entering and exiting a region and making a transaction in a region.
Mobile Commerce and Growth Intelligence
It goes without saying that mobile commerce presents a golden opportunity to invest, grow, and develop a new channel to reach a large set of users that gets larger by the day. As Mobile Commerce apps become more prevalent, users are demanding a standardized set of functionalities that all apps have to deliver. Once a publisher implements these features, tracking user behavior trends and patterns are critical to optimizing your application for maximizing conversion and revenue. You can leverage the actions in the Pyze Commerce classes and it’s also important to highlight that using attributes are critical to getting a granular understanding of user behavior.
Knowing where users are dropping off is important will determine how to optimize app design, screen flow, and the purchase process so you can achieve better conversions. Once you implement the PyzeCommerce classes, Pyze Usage Intelligence can identify where users in the process are dropping off and preceding behavior so you can win!
Article by Dickey Singh
Dickey Singh is the CEO and co-founder at Pyze and has over two decades of experience in mobile, Big Data and SaaS. He started Pyze to help all mobile and web businesses build successful brands by personalizing and automating relationship building with their users.
Growth Intelligence® is more than tracking screens and clicks. It is bringing data-science to the fingertips of marketers. It is the ability to make the right choices faster than your competitors. Every time.
Pyze Growth Intelligence® is a transformative SaaS platform that enables mobile and web app businesses to automate engagement, retention and growth of their users.
Background attributions: www.flickr.com/photos/soulnoir/ and https://www.flickr.com/photos/130738664@N02/