Hone Your Mobile Strategy for Prime Day
July 15, 2019 | Article written by Naomi Rabbie
Prime Day is actually two days this year, starting today and continuing through tomorrow. And, as in previous years, Amazon is all geared up to offer some epic deals — and see some epic traffic in return. But Amazon’s not the only retailer prepping for what’s often called “Black Friday in July.”
Major retailers like Walmart, Target, Macy’s, Best Buy, and eBay have all laid plans of their own to compete with Amazon and cash in on the shopping frenzy. It’s no wonder: Adlucent found that 75% of survey respondents in the U.S. will be shopping on Prime Day, and a full 68% of those will visit retail sites other than Amazon.
The opportunity is immense: Prime Day 2018 was the biggest shopping event in Amazon’s history, with over 100 million products sold and spending estimates reaching $4 billion. Moreover, larger retailers saw a 54% increase in sales thanks to the rival sales and comparison shopping that Prime Day brings. Effects should be even more significant this year with Prime Day extending across two full days
How can you cash in on some of that success? Advertising your own deals in the right categories is the first step, but it can only take you so far if your mobile presence isn’t up to snuff.
Why Mobile Matters
Despite Amazon customers’ penchant for desktop surfing, two periods stand out for extraordinary mobile sales for the retailer: the Christmas season and — you guessed it! — Prime Day. Prime Day 2018 saw 67% of shoppers using their mobile phones to score deals, outpacing desktop sales.
Amazon’s mobile app got a boost, as well, landing at the second and seventh-most downloaded spots in the iTunes and Google Play stores. respectively, during Prime Day last year. In comparison, the app had an average U.S. ranking in 2018 of 21st place among iPhone users and 30th among Android users.
More importantly, though, App Annie reviewed Prime Day’s impact on mobile and found increased downloads across the entire retail category. That means Prime Day is your chance to get your app in the hands of more shoppers, but are you ready for it?
Prep for Prime Day
Here’s how you can ensure your mobile presence stands out from the crowd in order to make the most of Prime Day:
1. Get Smart with Social Shops
Social shopping is on the rise, especially among Gen Z consumers who are clicking away on shoppable photos on Instragram, Pinterest, and SnapChat. Be sure that your social shops and mobile site are seamlessly integrated for an easy-to-use customer experience come Prime Day.
2. Check on your Checkout
At a whopping 85.6%, the cart abandonment rate is higher on mobile than it is on any other platform, so a focus on converting mobile browsers to mobile buyers is critical. To move customers through checkout on Prime Day, simplify the process with a clean UI, active autofill settings, and valid trustmarks that give customers confidence in doling out their credit card info.
3. Speed Things Along
No one likes a slow connection, and with so much competition on Prime Day, you’ll need to keep your mobile site light and quick to avoid abandonment. Sixty-four percent of mobile users expect a site to load in four seconds or less, so use a tool like Google’s page speed test before Prime Day to be sure you hit the mark.
4. Personalize Offers
Ninety-one percent of consumers are more likely to shop with brands who personalize their offers and product recommendations, so get to know your customers! Target your mobile campaigns to deliver the right message at the right moments, and you’re sure to see sales spike on Prime Day.
A solid mobile strategy may help you capitalize on some of Amazon’s success come Prime Day, but the results go far beyond a single shopping event. By easing the path to purchase for on-the-go customers, you’re sure to see increased conversions that carry you throughout the year.
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