Optimizing your Commerce website isn’t enough anymore. You should also learn how your tech-savvy customers behave — and what makes them fall in love at first swipe.
Mobile has created a world of scrollers, hyper-friendly UX, and full-screen advertisements shaped by phone-friendly social media like Instagram, Snapchat, and Youtube. Businesses are now vying to convert buyers using their precious 15 seconds on Tik Tok, a viral short-form video mobile app.
The proof is also in the numbers – 56% of organic search engine visits originate from mobile devices according to Statista, for Q1 of 2020. Last May, Campaign Monitor found that 68% of email campaigns were opened on a phone screen.
Convinced now that mobile is the future? We’ve put together this guide on how to turn a swipe, scroll, and like into a buy!
1) Remember the “Rule of Thumb”
Go to your eCommerce store, right now, and see if it passes the thumb test.
Upon entering your site, look at the distance between your thumb and call-to-action buttons such as “Show Now” or “Buy Now.” The greater the distance between the two, the more physical effort it takes for the user to take action, like clicking into a product and buying something.
Keep the juiciest call-to-action buttons close to the “thumb” towards the bottom of the screen.
Avoid the top of the screen, where your thumb can’t usually reach.
2) Talk it up: Take advantage of the Facebook Messenger app
Don’t have customer support agents or virtual assistants on deck? Don’t sweat it.
On a desktop, you can connect and streamline customer service with your buyers on a different level by allowing them to interact with your service through a chatbot.
We talked to Nick Olynyk of Vic Wes Brands, a firm that develops branded products such as Grandpa Gus, a direct-to-consumer natural pest control solution.
Olynyk uses Recart, which is an app that sits as a chatbot at the bottom right corner of his website. This is how it works:
1. When a customer visits the website, and sees a chatbot in the bottom left corner. Without needing to sign into Facebook, the buyer asks a question on the desktop website to the chatbot
2. The question remains in the website chatbox, but this query also pipes through Facebook chat, a mostly-mobile chat platform
3. Capturing this info for future use, the Facebook Messenger bot will send the customer messages with discount codes
With Facebook Messenger, the brand is able to retarget buyers and build qualified customer lists for future ad sets.
3) Convey the power of social proofing
Also under Olynyk’s toolbelt, and that of many other sellers, lies a secret called Proof.
Proof is a simple yet powerful tactic that harnesses social proofing with in-site notifications. Whereas some apps have come under fire for showing fake purchases, Proof uses verified purchases on your site and spits out real-time notifications to browsing buyers.
The best part: the notifications molds into all types of screen sizes, especially mobile. This notification appears close to the bottom of the screen, close to your thumb – satisfying our first rule!
You are able to turn the notification into a “call-to-action button” by linking it out to your product listing page on your website.
4) Make every second count with video ads
Videos are the ultimate proof that phone screens may be tiny, but mighty. This attention-grabbing real estate was made valuable by transient, full-screen videos pioneered by social media giants Tik Tok, Snapchat, Instagram and more.
On the other hand, desktop may allow for multiple or cascaded tabs and windows, distracting buyers. If you’re not a video expert, request help from a graphic designer on Fiverr or Upwork to create a good mobile-optimized video for your Instagram video ads.
Look to these stunning Instagram ads for inspiration, compiled in a Youtube playlist.
Here are some other tips for a killer mobile ad creative:
Design the video as if the buyer can’t hear the ad
People usually browse phones without volume, so accompanying stand-out text can reinforce certain messages in your video. You can also include short captions to inspire interest, but be wary of too much — you don’t want to clutter up your message.
Draft three bullet points about your video, and set these short, punchy messages in motion.
Videos have a sweet spot of 6-10 seconds
Follow this rule: don’t go above 15 seconds. That’s the default length of Instagram and TikTok mobile videos. Think about the last video that you watched all the way through. What did it incorporate, and why did you stop and watch it?
Include action in the first few seconds to capture the attention of the potential buyer, then round out your video to around 6-10 seconds long. It may seem hard to tell a story within that timeframe, but here are a few types:
- Problem-oriented: your product resolves a pain point many people have
- Answering a question: educational videos that strikes the curiosity of scrollers.
- Product-focused: showcase a demonstration or function of your product being used on a real person
Dress up your ad with authenticity
Nobody looks forward to commercials when they’re watching a good TV show. Ever tried using an ad that doesn’t look like an ad — but rather like a regular, organic post in someone else’s feed instead of an overly manufactured post that’s clearly an ad?
The idea is that this ad is a non-invasive addition to a buyer’s curated social media experience, rather than a disruption to it. Take a look at the profiles of your target consumer and cultivate a picture or video similar to the type of posts that they’d appreciate. An easy way to do this is to go into their following lists, and scope out influencers they follow. Then, look at the aspirational figure’s popular posts.
Ask an influencer to showcase or demonstrate your product using good lighting and a focus on your product, through multiple angles. Then, stitch the short video together with the help of a freelancer.
5) Add fast tags to your ads
Finally you should always include fast shipping to boost your conversion rates. Shoppers are increasingly impatient when it comes to deliveries, and we’ve found that adding 2-day delivery badges to Facebook ads reduces CPA up to 50%, and next day delivery 62% on average.
For example, take a look at Deliverr seller Hey Dude Shoes – who display their shipping promise prominently in their ads and on their website.
Once you find an ad that has all the makings of greatness (low CPA, high RoAS, great images, fast tags, compelling copy) you can then begin investing more into that ad for a flywheel effect. Then watch your mobile marketing (and sales) take off.