More than half of the Italian population accesses the Internet every day, and online use has almost completely shifted to mobile (smartphones and/or tablets).
This is a fruitful time to focus on online sales and, in particular, mobile commerce.
Between new strategies and performance analysis, facing this new challenge is not impossible, but you need to know some ‘rules’ to be successful.
- Here are some simple tips from our experts Luca Migliorati and Enrico Falappa:
- Make sure your e-commerce is visible and usable properly from smartphones and tablets.
- Pay attention to the site’s loading time, even thinking about users without a fast connection.
- Always use mobile-ready payment gateways that offer high standards of transaction security, such as, for example, 3D Secure.
- Try to make the checkout “one step”-the buyer from mobile does not like to waste time in finalizing the order.
- Be social: offer customers the ability to easily share content and their purchases on popular social channels will help you create engagement and gain more visibility at no cost.
- For those who want to sell abroad, it is essential to: adopt international logistics services with mobile-oriented communication systems; offer an easily manageable conversion system from any device for country-related information (see size and currency); and plan a search engine ranking strategy dedicated to mobile devices.
- Especially for foreign sales, it is also important to integrate an instant messaging system, a widely favored communication channel in mobile devices, into the e-commerce platform to provide instant customer care preparatory to immediate sales.
In July 2017 alone, according to the Audiweb Total Digital Audience report(http://www.audiweb.it/news/total-digital-audience-luglio-2017/), about 32 million Italians — aged 2 and older — browsed from mobile and PC, staying connected for a total of 55 hours and 32 minutes. The same month, 14.4 million users, ages 18 to 74, browsed exclusively from mobile devices.
This is a figure that does not seem to stop when looking at reports from previous months as well. In fact, both the time spent online and the use of mobile devices (tablets and/or smartphones) to browse increased again in June, with total usage exceeding 58 hours per month.
The most recent research has shown that women and men, regardless of their age group, are spending more and more time on the Internet. No wonder, then, that the growth of e-commerce sales has also increased exponentially in recent years.