As a child growing up in the 80s I can remember trying to complete all the Christmas shopping in one day, trudging around Manchester with my parents until we had gifts for all the family and then driving home, exhausted. We hadn’t done too much research before shopping but had an idea of the gifts we wanted and the occasional shop assistant would give advice. It was certainly more like an endurance test that an enjoyable experience. However, micro-moments are now changing how we shop. As customers increasingly turn to mobile devices, search, and YouTube to inform purchases, there are key factors businesses should take note of for this coming festive period and even black Friday now it has spread to our shores.
Shopping will happen in moments, not marathons, this holiday season. Rather than relying on daylong trips to the shopping centre or camping out overnight during Black Friday, shoppers will be turning to their mobile phones in hundreds of micro-moments, every day, all season long.
In fact, 54% of all holiday shoppers say that they plan to shop on their smartphones in spare moments throughout the day, like walking or commuting. These shorter mobile sessions that occur throughout the day are visible in the data: shoppers now spend 7% less time in each mobile session, yet smartphones’ share of online purchases has gone up 64% over the last year. The days of “look on mobile but buy on the laptop” are changing: 30% of all online shopping purchases now happen on mobile phones. The mobile phone has become the shopper’s most important shopping assistant.
To be competitive and to perform better on all devices it is imperative that firms wishing to take advantage have a fully responsive landing page and website that is optimised for mobile devices. Many websites we see suffer from the issues below:
• Form fields are small for touch screen interface
• To many fields for mobile
• Text is generally small everywhere
• Can’t call easily on mobile
By fixing these issued and developing a site focused on mobile first a business can transform conversions via mobile devices. Techniques such as employ exit overlays on pages can also persuade customers to engage with visitors before leaving the website.
The full article can be found below and we wish you an incredibly successful festive business season –
Holiday Shopping Trends 2015