How to make a strong mobile commerce strategy in 5 simple steps
Mobile commerce can be daunting – and it doesn’t matter if you’re a retail solopreneur or an international retailer.
Just years ago, mobile devices were an afterthought. Today, they drives over 50% of all web traffic – and over 60% of all e-commerce traffic. And when users aren’t making purchases from their mobiles, they’re using them to browse before their purchase decision.
One way or another, mobile devices play a key part in the modern consumer’s customer journey. Apps are particularly important, because they’re where users spend 90% of their time. This is a massive change from just a few years ago…
And the fact is, most marketers haven’t managed to adapt yet.
Check out the statistics for yourself. 64% of customers only use an app once or not at all. After 3 months, only 20% of users remain. There’s clearly a problem here – and the problem is, most marketers just don’t know “get” m-commerce strategy.
It’s not that any single part of their effort is bad; they just don’t understand how a successful m-commerce strategy should be planned and executed. And it’s not their fault; like we said, nobody expected m-commerce to be this big just a few short years ago. Nobody thought mobile devices and apps would become so dominant, so fast.
Fortunately, once you read this article through, you’ll be in the minority of marketers who do get m-commerce strategy.
That’s because we share our own m-commerce strategy, which we’ve used successfully with over a hundred brand apps, below. Here are the exact steps we use to help our clients make and publish excellent m-commerce apps – absolutely no coding or prior experience required.
- Identify Your Broader Goals
Your m-commerce strategy isn’t a separate part of your business. The way things are going, almost all digital sales will be made from mobile devices soon – at least for B2C products. This means your m-commerce strategy could literally decide your company’s future.
So think about your broader goals carefully. Do you want growth? Maximized profits? Profitable growth?
How about your digital strategy? What are your goals there, and which key assets have you already made to reach them?
Answering questions like these is the first step to making a successful m-commerce strategy. Once you’ve done this, move on to…
- Setting Mobile Strategy Goals and KPIs
You know what your broader goals are. Now, figure out how you’re going to measure whether your m-commerce strategy is helping reach them.
For example, if you need brand exposure, app downloads can be a decent KPI. For most retailers, though, in-app sales – and their recency, frequency and average receipt – are what matters. Other common targets can be:
- To drive specific in-app actions
- To turn mobile website visits into app downloads
- To get a specific number of product page opens
Ultimately, it’s up to your marketing team to identify the specific KPIs that align with your broader goals. If you need some extra help, follow the tip below.
- Ethically Deconstruct Competing Apps
Apps in the same niche usually end up having the same features. For example, Instagram and Facebook’s app both copied Snapchat’s Story feature with outstanding results (at least for Instagram).
The same works for m-commerce apps. If the competition is doing something, and that something looks like it’s working – do the same thing. Do this with m-commerce goals; app features; mobile website designs; anything and everything you need inspiration from.
Once you’ve scoped out what other brands are doing, it’s time to…
- Design and Create Your Own App
There are many ways to create and publish an app. One of the easiest is with JMango360; our app builder, which won Magento’s last Innovation of the Year award.
What JMango360 does is, it takes your existing store and turns it into a world-class m-commerce app that works from the same back-end. No coding is involved; there’s no need to create new content or manage a separate back-end.
All you do is fulfill orders; JMango360 takes care of everything else, including adding new features as they become available.
The alternative is coding your own app. To learn more about the 3 kinds of mobile apps, and which one is right for you, read our article about native, hybrid and web-based apps here.
Once you’ve made your app…
- Publish and Promote
If you make your app with JMango360, you’ll be able to easily publish it with a single click. If you have your own code, things will be a little more tricky – and it may take several tries to get it done.
Either way, once you’ve published your app, it’s time to promote it. There are many ways to do this, including:
- Paying micro-influencers
- Using PPC ads
- Getting free and paid reviews
For an in-depth look at how you should promote your m-commerce app, check out our article on the subject over here. Just remember that when you’re promoting, it’s important to…
- Look At Your KPIs to Make Sure Everything is In Order
Once you’ve done all the about steps, it’s just a matter of looking at the results and tweaking whatever isn’t working for you.
For example, if you’re getting opens but not conversions, you may want to change your product page content. If you’re getting conversions but few returning customers, it’s time to look at your push messages and retargeting. And so on and so forth.
Alternatively, if you want to get good faster, why not click here or click the button below and give us a call? We’ll be glad to show you a demo of how our platform works – and you’ll be able to ask us anything you want. We’ve made hundreds of m-commerce apps already, so odds are, we’ll be able to help.
So if you want to make a mobile app that’s effective, click here or use the button below. We’ll be glad to share what we know so you can see how easily JMango360 turns e-commerce websites into apps.
How to build an M-Commerce App [Video]
Watch how you can build an m-commerce app and increase mobile loyalty for your online store with our extension: