Page 14 - AeM_September_2022

BEST PRACTICES & STRATEGIES

Mobile online shoppers are demanding

Those who surf mobile usually have little time Clever menu navigation for more convenient
and patience. In other words, mobile online surfing
shoppers quickly abandon a website if they don't
find what they are looking for right away. Here The menu navigation generally offers optimization po-
are tips for shop owners from trbo, a technology tential too. For instance, it can be individually compiled
provider for dynamic onsite personalization, according to the needs of the user, who then finds in-
optimization and testing, to improve the mobile teresting categories higher up, while less exciting
user experience and avoid abandonment: points move down. For price-conscious users, for ex-
ample, the “Sale” menu item can also be highlighted
separately. Setting filters is another important step that
Simple search function with alternatives is a shop operators can optimize for mobile users, for in-
must
stance, through individual filters that match interests or
predetermined sizes. Visual filters can also be opti-
A cumbersome product search is a no go. For the mo-
bile version of the online shop, the search must always mized, by adding, e.g., an image to make it easier to
be clearly visible and easy to use. Where and how it is understand for the user.
best perceived – e.g., only as a magnifying glass or as Provide product inspiration, recommendations
a highlighted search slot – can be found with the help
of A/B or multivariate tests. In any case, shop operators and customer service
should prevent their users from landing on an empty Today, mobile shops must also be a source of inspira-
404 page if the product they are looking for is not avail- tion and product recommendations are an important
able. Rather, product recommendations should be lever here: For example, if the user’s interests are
placed there – either personalized according to the in- known, personalized product recommendations can be
terests of the user or, for instance, the bestsellers of integrated and if these are not known, recommenda-
the shop.

14 September 2022: Mobile Marketing