We live in an electronic world. Shoppers are constantly on the go, and just as they will conduct shopping research and make purchase decisions on their desktop computers, they will do this even more on the go on mobile devices, like their cell phones and tablets. Shoppers are known to have an increased sense of engagement on their mobile devices than on their desktops. It could be due to being less distracted or shoppers being more on a mission. Either way, take advantage of the heightened engagement and increased conversions.
Based on this eCommerce culture, it is crucial to be prepared for both desktop and mobile advertisements. Each will benefit an eCommerce site in different ways. Yes, not every advertisement will work for both platforms, but that doesn’t mean you must completely reinvent the wheel. We have compiled some tips and strategies for being successful with both mobile and desktop advertising to increase revenue potential and brand awareness.
When it comes to success in mobile advertisements, there are a couple common themes throughout the advertisements. The imagery is never overly complicated. Why? It takes longer to load which would lead to fleeing shoppers. The simpler the file, the quicker it will likely load, which leads to more opportunity for conversions. If you want to include more elaborate advertisements with more intricate designs and calls to action, go for it, but on desktop advertisements exclusively. There are opportunities to have strong brand representation, but limit the complexity of a file.
Next, think about which calls to action your shoppers would likely be able to complete on their mobile device, versus which they would probably choose to complete on desktops. Booking travel or completing in depth forms are completed more often on desktop, while easier, less intrusive calls to action are easily completed on mobile. With mobile, the less steps in a process, the better. This could even be as simple as mobile advertisements clicking straight to calling customer service, rather than going to a landing page to call customer service.
Finally, take the time to optimize your advertisements for desktop or mobile. It is not a one option fits all situation. The advertisements will get more bang for buck if they are set-up to best meet the needs of shoppers on their specific device. Whether that is specific times to post or giving more CPC to some devices versus others, the effort will reap rewards.
We can’t merely say mobile or desktop will drive the results desired. As the chart shows, both are driving spend and both will, in turn, drive returns. However, just because one drives more costs or results overall, or in your segment, that it will act the same on both platforms. In today’s on-the-go society shoppers expect dynamic advertisements in both mobile and desktop, but having the advertisements not be ready for action will only lead to lost sales.
While our clients don’t come to us to design their advertisements, the next step in the process is where to place them and who to target. That is our bread and butter. We know both desktop and mobile advertisements are strong for driving new shoppers and revenue. Let us know if you want the edge.
Hivewyre is a forward-thinking programmatic advertising company. Their private data cooperative allows advertisers to share first-party audience data and build targeted campaigns for prospecting new customers based on their competitors’ unconverted shoppers. Hivewyre advertisers have access to fresh, exclusive data that will never be sold to a third party. With over 500 retailers and over 100 million monthly in-market shoppers in our co-op, our distinct advertising strategy allows you to combat rising search engine PPC & PLA costs and the ever-expanding online marketplace growth. In addition to access to the exclusive data, co-op members benefit from full-service account management and detailed reporting of the return from advertising spend. To learn more about Hivewyre, visit www.hivewyre.com.