Creating a Seamless Mobile Experience

In 2016, mobile internet usage surpassed desktop usage for the first time, a trend which will only increase! This is only one reason why so many companies are taking note of mobile experience in order to drive conversions.

You see, businesses who are sensitive to the needs of the mobile customer have a competitive advantage. Those who optimise landing pages, use geotargeting, mobile messaging and Facebook ads have an edge on those who don’t. Here’s how to make the most of these resources in order to improve mobile experience, increase mobile traffic and drive conversions.

Optimise mobile experience by enhancing mobile landing pages

Don’t be surprised if your audience browses elsewhere after landing on a slow loading page or after being greeted by endless text to scroll through. Your website’s bounce rate will shoot through the roof if you fail to recognise mobile experience through loading times.

Here are some important things to consider for your landing page’s mobile experience:

Shorten the text

Design your mobile landing pages with on-the-go in mind. Shorten your page copy so that it includes only the most essential information (contact, location, how to buy). You should be giving users the chance to expand if they want to read more. It’s important that your landing page makes it easy for users to identify what they need to know as quickly as possible. This efficiency key to a seamless mobile experience.

Make sure the page is fast-loading

According to a study sponsored by Google, 53% of sites are abandoned if the page takes more than 3 seconds to load. If you have heavy file images slowing down the loading speed, it’s time to optimise! Failing to do so will reduce the quality of your audience’s mobile experience. You can edit website setting to ensure images automatically resize when the page is opened on a mobile.

Top tip: The checkout process should also be optimised for mobile with shortened forms and autofill fields.

Take advantage of geo-targeting

Location data helps to design and deliver personalised messages to your customers. Check out Meltwater’s blog to see how Chinese marketers use geo-targeting to send location specific content to users.

Personalised discounts

We can also offer worthwhile discounts in order to improve customer mobile experience. According to a study by Microsoft, 89% of consumers would share data for location-based discounts. Pizza Hut ran a geo-targeting campaign that sent messages to customers who were near the Pizza Hut locations. This type of personalised marketing makes the audience feel special. It also helps to humanise a brand and increases conversion rates compared to those who spray and prey their messages.

Geo-targeted messages should be relevant to the customer. For example, when a customer is within range of your store, you can send them a promotion for a product line you know they already like. Understanding where the customer is within the buyer’s journey, based on their purchase history, helps optimise their mobile experience.


Barneys New York sends messages to its mobile app users with notifications based on what’s in the user’s shopping cart or on their wish list. By sharing relevant content and promotions through geo-targeted mobile ads and in-app messages, you can drive traffic to your business.

Embrace mobile messaging

Your customers are constantly using their phones for messaging. So why not engage them in a way they’re already comfortable with? Whether it’s SMS, social messengers or push notifications, mobile messages are a great way to communicate with audiences and take their mobile experience to the next level.

Here are are a few common ways eCommerce marketers use automated text messaging:

Remind customers of items in their shopping cart.

One study showed that sending a message within 30 minutes of the customer abandoning a cart resulted in a 9 increased conversion rate for abandoned items.

Send offers and coupons.

Mobile messages are a great way to send customers special offers, coupons and discounts. People tend to read texts immediately, so you can rest assured that your customers are getting the message. (Many of us love a good.

Keep customers updated about the delivery status of a purchase

People love to know when their new stuff is going to arrive, and keeping them updated with mobile messages earns your business extra customer service points.

Mobile messages can improve customer mobile experience and drive leads if they reach the right person at the right time.

Take advantage of mobile Facebook ads

Consumers spend an average of 5 hours a day on mobile apps, a 69 % year on year increase. The majority of time spent on mobile apps goes to the social media giant Facebook who gets 19 % of browsing time.

There’s no doubt that Facebook is a social media leading platform with rapidly evolving ad targeting. Facebook mobile advertising revenue accounts for 62% of total advertising revenue, making it one of the most powerful mobile tools for businesses. With increasingly enhanced targeting categories, you can specify who sees your ads (age, location, gender, interest).

One of the most interesting Facebook’s advertising products is its ‘lead adverts‘. These ads have forms attached. Potential customers can sign up for what you’re offering and you’ll get the contact details to follow up with them.

Mobile is where your customers are at and optimising your customer’s mobile experience through mobile-friendly landing pages, mobile messaging, geo-targeting, and Facebook ads can all have a positive impact on your customer experience and revenue.