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BEST PRACTICES & STRATEGIES

tions such as bestsellers, "Other customers also here: At Christmas, for example, an advent calendar
bought. . ." recommendations or suitable articles could welcomes users with new offers every day, at Easter
be useful. the Easter egg hunt can take place online, and on
Black Friday discounts can be won using a mobile
Inspiration pages are also helpful, for instance, with scratch card. With gamification, there are no limits to
whole outfits, since the user gets a more precise idea the imagination and for sure users will positively re-
of how to combine a product. Guided selling solutions – member the shopping experience.
either via chatbot or easy-to-use questionnaire – help
mobile users make purchasing decisions with greater Comfortable surfing thanks to smart optimiza-
certainty. Clearly visible contact details for customer tions
service or customer service chatbots are also im-
portant, so that important questions can be quickly clar- To make shopping on mobile devices more convenient,
ified. there are a few small improvement options, such as the
"Back to top" button. If you've worked your way through
Relevant content through personalization a category page but haven't found anything, it helps
you get back to the top of the page easily. Floating
In the mobile web shop, users only want to see the shopping carts also save users time as the shopping
products that are relevant to them. Therefore, it is im- cart simply moves with them as they browse the web-
portant for marketers to use personalized content. On site. The purchase process can also be simplified for
the start page, for example, the articles last viewed can returnees by being greeted on the start page with the
be displayed again and exciting new recommendations items last viewed or the abandoned shopping cart.
and campaigns can be integrated to suit individual in-
terests. Of course, personalized content doesn’t have In summary, it can be said that anyone who wants to
to be limited to the start page. If the entire customer increase conversions in mobile commerce and reduce
journey is enriched with individual offers and recom- abandonment rates should prepare content optimally
mendations, the shop range immediately appears much for mobile users. Shop operators can use A/B and multi
more attractive and relevant. -variant tests to find out which measure works best, but
general statements are difficult to make because it de-
Gamification make shopping more fun pends on the shop and the user individually. ◊

Occasions such as Black Friday, Christmas or Easter By MediaBUZZ
are ideal for offering mobile shoppers a very special
shopping experience. Gamification is the magic word

September 2022: Mobile Marketing 15