Mobile commerce is expected to grow nearly 50% in the next four years.
But even with the rapid rate of tablet and smartphone technology, there are still many advantages of web over mobile for creating a seamless online shopping experience. This is strongly reflected in lackluster mobile conversion and purchase rates—mobile’s conversion rate lags over 3.5x behind desktop.
Some reasons consumers cite for mobile’s low reviews include:
So how can mobile's dismal numbers be improved? As it turns out, customer-created content from social media has become a valuable resource to combatting the mobile commerce chasm.
For one, consumers are using social media on mobile (social media usage from mobile increased 23% in 2014.) They are browsing and posting pictures across social channels on their mobile devices. This means that when it comes to using their phones– your customers are mostly being exposed by content generated by their friends and/or influencers who they follow. By displaying customer photos within native shopping apps and on mobile e-commerce websites, your brand can begin to bridge the gap between social media and mobile commerce.
Why are customer photos and social media content so effective at improving the mobile shopping experience?
Social media plays a large role in improving the mobile experience and can be more than a channel for customer engagement. Customer photos can be leveraged to help personalize the mobile shopping experience and offer strong social proof of your brand and products. By integrating user-generated content into native apps and mobile web, your brand will begin to move the needle to drive higher mobile conversion rates and sales.
This post originally appeared on Duct Tape Marketing.