As marketers we know that getting our customers through the door, into our app or on our website is JUST the beginning of our customer’s journey. No matter how many products a consumer adds to their cart they may still decide to leave the site without making a single purchase. (Guilty! I call it window shopping…) Customers may leave without buying for many reasons - can’t find what they are looking for, don’t enjoy their experience, can’t find anything that really fits their style, or they simply may just not want to buy anything! And the overall online shopping experience plays a major role in a customer's decision to purchase. Let's dive into how interactions on a mobile device can influence consumer behavior.
Common Mobile Gestures
There will always be those gestures that consumers expect to use on their mobile device. I’m an iPhone user and if I can’t pinch to zoom in and out of on your website or app I’m out! It’s crucial to understand the common gestures you need to use within your mobile experience. Let’s take a look at Trello, the list-making application. Trello is a rockstar when it comes to integrating familiar gestures into their app. Users can easily drag and drop tasks onto boards as well as swipe to access other boards. Drag and drop, tap to click, and pinch to zoom in and out are just a few of the common gestures our consumers expect from their mobile experience!
Alexa: Does My App Have Voice Capabilities?
I hope none of us are new to what Alexa’s capabilities are! She’s been helping kids do their homework since 2015 and only continues to learn new capabilities and have new integrations. We’re all asking Alexa (Or “Hey Google”) for everything, so why shouldn’t our mobile experiences start to integrate voice capabilities? The Voice Shopping Consumer Adoption Report even states that one of five adults in the US have tried using voice search to shop. Let’s take a look at how Domino’s Pizza is integrating this technology. Domino’s has integrated voice capabilities into their app for easy pizza ordering allowing the chatbot to speak back to once you’ve given Domino’s chat bot permission to your mic. Can you imagine the future where the messaging bots actually turn into vocal conversations? I can’t decide yet if that would be really neat or kind of freaky…
However, I do think being able to use voice capabilities on mobile experiences (whether website or apps) is extremely beneficial. Think of those times when you need to be hands free or users who don’t know how to get around your site or app, etc. The integration of voice capabilities could really open the doors to new consumers and a better UX. Even being able to search for a product on your site through voice capabilities instead of needing to type in what you’re looking for could be a (pause) GAME. CHANGER.
Augmented Reality
Are you ready for augmented reality (AR) to make an appearance in your mobile strategy? Okay, so AR has been a hot topic for a while but I think with the growing availability of 5G in 2020, AR is not far off from being a daily use case. There have been a few companies to be early adopters of AR. These companies have truly taken advantage of the possibilities of AR and the benefits the consumer’s experience when using their AR technology. Let’s take a quick look at how IKEA is using AR in their IKEA Place app. IKEA uses the phone’s native camera as the base for their IKEA Place app. Then, they use AR to let users layer virtual elements into the real world. You now can see what their products will look like in your own home prior to purchasing!
The mobile landscape has some exciting trends that marketers need to decide if they are part of their mobile marketing strategy! We’ve discussed all things ‘Interaction’ within mobile trends. Feel free to check out Lumavate’s Mobile Design eBook to learn more about navigation, personalization, and visual design trends!
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