Do You Tap Or Click?
By Emmanuel Raheb, Smart Age
Smart Age has earned the prestiged Google’s Premier Partner badge, and this responsibility also brings exclusive privileges and advantages for us and our clients. On the 24th of January, Smart Age was invited to a highly selective Peak Performance Event at Google’s office in New York, where our team was able to get exclusive market trends and information right from the source.
DO YOU TAP OR CLICK?
In a world where 79% of the internet users are on mobile, it’s getting more and more important to have your company fully adapted and prepared for the digital environment. Responsive and mobile friendly websites, managing online ads and email marketing campaigns are only one of the few things you can do to make sure you remain competitive and relevant in your market. The more friction you remove from your user experience, the less that your user will tolerate. That’s why it’s important to always have your client’s needs in mind, making the message as direct and simple as possible.
E-commerce with one click checkout service, have proven to be much more effective and successful than the ones that present more friction to the experience. A well known example of one click purchase is Amazon. Experts believe that this is one of the company’s biggest advantages in online retail space. According to Business Insider, one-click payment is considered such an important part of the online shopping experience, that major tech firms are working on standards for adding payment credentials to web browsers. That allows online shoppers to make one click payments through any site via the credentials saved in their web browser. One-click purchases are proven to decrease cart abandonment and improve sales.
The market also learned from Amazon’s experience that when working with the one-click purchase it’s important to give your client all the information he could possibly need right there in the product screen, making it simple to understand. That should go beyond price and product details. Estimated arrival dates, shipping costs, reviews and stock are some of the topics that should be clear to the cosumer along with the one-click button. That’s the only way to guarantee that another buying screen won’t be necessary for this process, considering that the buyer has fully knowledge of what he’s buying, how much it’ll cost and when it’ll arrive.
Throughout the years, smartphones grew bigger and that helped consumers see mobile purchasing as a viable option, along with the quality of the mobile buying experience. One click buying has become the preferred purchase mechanism for mobile consumers because it completes a circle. Consumers already own the mobile devices they need to make mobile purchasing an attractive option. Now it’s up to store owners and marketers to provide simple and “straight to the point” buying options for their clients that do not tolerate 10-step shopping carts anymore.
Considering that over 60% of your audience is coming from mobile, it’s essential to adjust your language to the exact client you are talking to. So basically, writing TAP HERE instead of CLICK HERE, can increase your Click Through Rate (CTR) and really make a difference in your business digital performance and sales. Companies that are constantly investing in their online marketing and advertising are getting ahead of the curve, since 60% of the ads that consumers identify as relevant come from mobile experiences.
At Smart Age we believe that the perfect communication for your brand should be optimized for both digital and on-store environments, touching your client in all possible ways. We understand the importance of targeting the right audience and what it can do for your business, and we do that by helping our clients get the answers to the 3 key questions in marketing: “Who they are? Where they are at? And what do they want?”