Blog

What do mobile applications need to do to attract consumers?

March 6, 2014

Most retailers have become aware of the potential for profit afforded to those who outfit their customer's with helpful branded mobile applications, linked to online credit card payment processing pages.

Most retailers have become aware of the potential for profit afforded to those who outfit their customer’s with helpful branded mobile applications, linked to online credit card payment processing pages. However, very few retailers are aware of which details and standards consumers expect to be present when they download an application. 

For example, Tom Eslinger, worldwide creative director of digital at Saatchi & Saatchi and author of a book on mobile marketing, recently spoke to Mobile Marketer about how small easily-overlooked touches – like the size of banner advertisements – can help to determine how often consumers use applications, and in turn, how often they purchase products from online retailers

“Repeating banner ads at microscopic size doesn’t do the brand or the business any favors,” Eslinger told Mobile Marketer. “I see more tools and measurement methods literally every week. We need to use these insights and use these as a lens for divining what works for both the brand and the customer: Minimize doing the wrong clumsy thing with some real insights. People will usually be flattered with the effort to understand them.”

Eslinger went on to note that there are four principles core to all successful marketing campaigns, currently: mobile, social, intimacy and transactional. He noted that to achieve all four principle needs, businesses need to personalize toward their consumer’s very specific needs. 

“Mobile ideas need to be mobile ideas: Everything is heading to high-level personalized messages that are tuned to time, place, activity and mindset, and to get there we need to look at how we can make insightful ideas with the customer at the center,” he testified to the news outlet. 

However, a recent report from Internet Retailer detailed yet another factor that should be kept on the mind of all mobile marketers: page load speed. Consumers are much more likely to abandon a mobile application before making a purchase if the page takes a significant amount of time to load. For example, three out of 30 retailers on an index tracking mobile success saw their pages load without error throughout a week long trial. Those three all landed in the top four in regards to the index’s sales rankings. 

“Just one problematic object that continuously times out during page load could cause the overall page load time to increase dramatically, even when the page is well optimized for mobile devices,” explained Herman Ng, mobile performance evangelist, while speaking to the news outlet. 

Back To Blog