Making Mobile Advertising Profitable for E-commerce Businesses, Part 2
August 18, 2015
In part one of our series on mobile social media advertising best practices for e-commerce businesses, we focused on driving app installs and in-app purchases through the use of mobile app engagement ads. For part two, let’s take a look at the opportunities – and challenges – associated with the mobile web.
Despite the success social media advertisers have found on desktop, driving purchases on the mobile web is a different beast, and requires alternative considerations to ultimately drive efficient results. Unlike mobile apps, driving ROI on the mobile web is less about knowing the right strategies, and more about streamlining the user’s buying experience.
The problems here stem from the fact that the web was born on the desktop and therefore designed with a stationary, large screen in mind. Carry the standard website design over to much smaller mobile devices which are used on the go, and you are left with a poor user experience that is in no way ideal for browsing items or making a purchase. Increasing conversion rates on the mobile web requires retooling your web experience to cater to the behavior and tendencies of mobile shoppers. You need to make sure you’re covering the basics of mobile web design, designing your landing page according to mobile UX best practices, and optimizing your advertising placements.
I. The Basics of Mobile Web
Step one of successful social media advertising when optimizing for mobile viewers and users, is that it’s essential that your site be either responsive (the standard website adjust the way content is presented to better fit the mobile screen) or built specifically for mobile. The second option is preferable as this will allow you to build in mobile-specific features that will make it even easier for customers to browse and purchase products. Don’t forget that Google will now give preference to mobile-friendly sites in their search rankings, and most customer journeys now begin via search.
II. UX For Landing Pages
The design of your ad’s landing page is especially important as this is the point where customers are most likely to drop off. A few tips:
- Avoid featuring a high-resolution video on a landing page. Data speeds will slow page load time and ultimately lead to higher drop-off rates.
- Mobile phone users are accustomed to scrolling up and down, so limit the need for horizontal scrolling.
- Place checkout buttons within one mobile page frame to reduce vertical scrolling.
- Static, minimal, and clean are words to live by for mobile landing page design.
- Rather than send customers to a separate page, employ single-page expandable windows for entering shipping/billing information and confirming checkout options.
Whenever possible, advertisers should consider a shorter funnel for the mobile experience that consolidates steps to a single page. The fewer opportunities mobile users have to drop off, the better.
III. Optimizing the conversion funnel
A well-designed conversion funnel is crucial, but there are also specific strategies e-commerce advertisers can employ in their mobile advertising campaigns to maximize results.
- Creative. The same ad will appear smaller on mobile than desktop, simply by virtue of the screen being smaller. To compensate, limit text and various points of focus as much as possible. If text is used at all, it should be the only focal point of the image – anything more will detract from the text and make it unreadable.
- Targeting. The same strategies from desktop generally apply to mobile – website custom audiences to re-target users, lookalikes of shoppers from CRM lists, and likes and interests targeting based on shopper profiles. Best practices suggest testing mobile and desktop ads against the same targeting group to identify the preferred purchase channel for different groups.
- Cross-Device Measurement. Facebook reports conversions across devices, providing advertisers insight into the impression device and conversion device of customers. Use this to track whether a customer received an ad on mobile, and then converted on desktop, or vice versa. Given the significantly cheaper inventory on mobile, advertisers can effectively reach customers on mobile devices while still driving (and tracking) purchases then made on desktop.
Every vertical and campaign goal is different. Check out our State of the Mobile Advertising Report 2015 to learn more about your mobile advertising options. The experts at Ampush can advise you about your next mobile ad campaign, and they will work with you to drive the e-commerce results you expect. Contact Ampush sales to see how easy it is to begin.