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Guide: 5 Mobile Experience Optimization Strategies to Increase Customer Lifetime Value
Your mobile advertising strategy cannot consist of just a responsive website or app. Strategies must be well thought out and aimed at getting people to their destination mobile experiences, determining the sources of traffic and optimizing the content to maximize conversions
The Global C-Suite Study from the IBM Global Institute claims that “sixty-four percent of CMOs think mobile solutions will have a massive impact on the foreseeable future, ”while“ Two-thirds of CMOs consider developing deeper, richer customer experiences their number one marketing priority. ”
In this post, we’re going to look at 5 mobile experience optimization strategies that brands can follow to build a great relationship with their customersback to menu ↑
1. Optimize for Mobile Micro moments
Brands need to understand that the customer’s buying journey is broken down into several micro-moments that are key to the customer take immediate action and stay loyal to the brands. Right now, people all over the world are trying to make the most of their moments and brands need to show their presence in the moment when and when the customer wants it.
In total, there are 4 types of micro-moments as defined by Google which are explained below.back to menu ↑
Moments you want to know
Moments when people want to learn something new are called ‘want-to-know’ moments. All such questions define the moments when the consumer wants to satisfy his quench of knowledge.
Some examples of the questions are:
how to repair a carhow to fix a cell in Excelwho is the father of the computerwhat happens when we sleepmicromax canvas 6alphabet by googleeyeshadow tipsback to menu ↑
Moments when people want to visit a new place near and far are ‘want-to-go’ moments. Such questions are direct indications that the person is willing to take action almost immediately.
The questions are like:
ice cream parlor near me book a flight to dubaicoffee near meback to menu ↑
Moments when people are interested in doing something are called ‘want-to-do’ moments.
Queries such as:
learn karate where i can fix my mobile i want to download whatsapp i want to get married surf lessons on bells beach
Such questions are indicators that the person is willing to do it, and brands must be willing to reach out to the customer right now.back to menu ↑
Moments you want to buy
Moments when the customer has made the decision to buy something are considered buying moments. Such questions define all micro-moments when the person is willing to buy a product / service.
The questions are like:
buy iphone 6srenault dealers in delhich cheap jewelry buy online register llc in usa replacement wipersback to menu ↑
Reaching customers in their micro moments
Here are 5 ways you can reach your prospects at their exact micro-moments:
1. Create a moments card
Prepare a series of moments that the customer expects to follow during their purchase journey. If you know all the moments, you can plan different phases of your marketing strategy to reach the customer at every micro-moment and thus increase the chance of conversions.
2. Understand the customer’s needs right now
If your client is looking for a taxi for a party to attend tonight and you contact her with an attractive discount email after the party is over, then you’ve clearly missed this moment.
3. Use context to provide the right experience
Use the location and time of day to deliver memorable experiences to the user. Keep your customers informed throughout the purchase cycleIf the customers are looking for products near your store, let them know that the products they are looking for are available in your store.
4. Optimize during the trip
People use different devices in their journey to buy. Make sure your brand is available at all those micro-moments regardless of the device people use. Make your website / app easy to use and attractive so that customers feel safe throughout their journey.
The choice of the right colors and the right navigation play an important role in optimizing the customer’s purchase path. Use colors that define your brand’s personality
The company of color guide from 99designs offers a wealth of information on how to choose the perfect color for your brand.
5. Measure every moment that matters
Some moments may not contribute directly to sales, but all micro-moments are an important part of the entire buying cycle. Make sure every moment is caught and measured so you know where the customers are spending time and what they are most interested in buying and especially when.back to menu ↑
2. Make smart use of location extensions
With location extensions in Google Adwords, you can display your business address and other information (eg opening times and ratings) about your location directly on the Google search results page. They also include buttons so that customers can call you directly
Check out the Wensmith’s Stores location extension below which lists different store addresses sorted by distance along with a button to call the company directly.
Whether you run a large business with multiple brick-and-mortar stores or have a single store, location extensions can help attract customers just around the corner and those looking for a business in an area they want to visit soon.
Activate location extensions together with SiteLinks Add multiple addresses by linking your account to Google My Business. Take advantage of location extension reporting provided by Google for free. This will help you evaluate its impact on conversions.back to menu ↑
3. Use location information for potential purposes
Today, your smartphone has technology that allows you to determine your exact location and we can use that information to provide services – a meal, a ride, a tip or a coupon. These are all great ways to reach out to local customers.
Having location data about your customers allows your brand to adjust its marketing strategies according to the mobile micro moments from the audience. Including social media in your marketing strategy is crucial. To accurately segment your audience and target the most potential customers, location data plays a key role
If you’re still looking for your brand hashtag and keywords on social media sites to decipher what’s being said about your brand, then you’re doing it all wrong!
74% of posts with location tag do not contain a keyword or hashtag
So what’s to be done?
Use location-tagged content and postsYou will be amazed at how powerful location-based social data can be.back to menu ↑
The Foursquare example
Foursquare, the local search and investigation service mobile app is just great when it comes to providing relevant data at micro moments. It uses location intelligence to build great consumer experiences. We can learn a lot from Foursquare when it comes to preparing one location-specific marketing strategy
If you’re in New York City and you go to a restaurant for a bite to eat, Foursquare can notify you through location-specific marketing about what to try at your location. Another example is that if you’re traveling in search of chilled beer, Foursquare can send you suggestions for nearby places to grab a beer or two. This is customers focus on micro moments, at its best.
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4. Use deep links to apps
Deep linking app Google allows index the content of your appThis is important to allow users to experience the content before actually installing it. To allows the indexing of your Android app, follow the steps below:
1. Add intent filters for HTTP URLs. An example of an intent handler code snippet is given below:
2. Add logic to your app to handle the intent filters.
3. Link your app to your site using Search Console and Play Developer Console.
4. Use the deep link testing tool to ensure the correct formatting and behavior for app URIs.
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Benefits of app indexing
It helps increase the number of app downloads by increasing the visibility of the search results.Mobile apps appear to be more user-friendly and adaptable compared to mobile sites. In addition, apps help to increase the CLV (customer lifetime value). App indexing is a ranking factor for mobile searches.
As with Google, you can use the same app depth link for Bing too.back to menu ↑
5. Build trust in Google Search
Trust is very important when it comes to conversions. People find it more difficult to trust new brands and will easily buy from brands they know well. One of the best ways to build trust and visibility for your brand is to use a good portion of the search real estate.back to menu ↑
How to building trust equity
Place an ad in the paid search space. Display multiple sitelinks that are displayed up under one entry. Have a knowledge graph or Wiki.Show up on local listings. Get your website at the top of the organic search space. Boost your app by app indexing so that the app’s download link remains visible from some pages.
The mobile revolution is constantly changing the way brands interact with the public. Using the above strategies is a great way to boost up the sale of mobile appliances.back to menu ↑
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