Quick, throw out your desktops and burn all your landlines, the millennials are coming!
Millennials are non-traditionalists who want things their way, and they want them now. According to Pew Research, there are 75.4 million millennials in the United States alone; officially surpassing the number of Baby Boomers. With a buying power of over $200 billion, they are quickly becoming a hugely untapped market. With this in mind, millennials account for 41% of the total time Americans spend using their phones. Turns out the stereotype is true, millennials are glued to their phones. Predictably, they use their phones for shopping. In fact, millennials use their phones for every step of the buying process; for researching, browsing/evaluating alternatives, and during the actual purchase. As such, your small- to medium-sized business should change with the tide and implement an optimized, mobile-first strategy, or else face the same fate of the once popular Blockbuster video.
How to Optimize for Mobile: The Basics
First things first, before you personalize your site to tailor the needs of millennials, let’s go over some basics:
In order for Millennials to use your mobile site, it must be easy to use. Concentrate on clear, focused content, with large, easy to read text. Smaller screens will already make navigating your website harder, so having a cluttered/distracting layout and small font will only amplify this. Users should never have to pinch or zoom their screens in order to see something more clearly. Along the same line, keep menus and navigations limited. If your users have to transition between four different pages before they get to the one they want, they’ll be gone after the second page. You should also limit things that will slow down your pages speed, like pop-ups (which can sometimes be super-frustrating to close!)
Mobile-friendly layouts are simple and well-integrated with your main website. User’s want the same feel and experience on a mobile site as they would from your desktop website. Having your sites match each other presents a united front and a stronger brand image. And don’t forget about your big-handed customers! Make sure the buttons are big enough for easy usage. Along the same lines, keep your fill-out forms to a minimum, as small screens and big hands can make them difficult to complete. Lastly, the site must be configured in a way that allows for easy scrolling.
3. Use Already-Existing Mobile Features
Take advantage of the various functions and features that are only available on mobile phones. You’ll be able to know where all of your users are located in real time, allowing you to better their search results, and better promote yourself. The camera and microphone also open up a ton of opportunities for user engagement, like barcode scanning, and visual/verbal searches. You can also utilize push notifications, as they are less annoying than email notifications, and easier for users to see. For example, instead of notifying a customer through email when an item has come back in stock, send them a push notification. Not only is this more convenient for them, but it also speeds up the buying process for you. Another way to shorten the buying process is by incorporating click through links on your site. A specific example of how to optimize for mobile is allowing users to click on your business’s phone number, and having their phone directly call.
How to Optimize for Mobile: Tech-Savvy Millennials
Customer experience is taking center stage in 2017, and millennials know exactly what they want. If you can successfully cater to this new and profitable target segment, you will be, as they say, “on fleek”.
4. Online Browsing
According to Data Mentors, 50% of millennials use mobile devices to research products and reviews, a whopping 30% increase compared with non-millennials. They search for product information, product details, and past customer reviews. As such, each item on your site should have an accurate picture, a concise description and a place for customers to directly comment their reviews.
5. In-store Shopping
Millennials use their phone during their entire purchase; a colossal 84% use their smartphones in-store to assist with their shopping. As explained by DigiDay, retailers can leverage this to their advantage in many ways. Home Depot lets their customers see an item’s inventory, location in the store, price, product details and customer ratings, all by using their phone to scan an item’s barcode. Millennials are price sensitive shoppers, and two-thirds use their phones to compare/check prices. As such, you should strongly promote any deals and price promotions on your mobile site.
6. Online Purchases
Unsurprisingly, millennials are not scared to shop online. Roughly 40% prefer to shop online and they are comfortable with paying through their mobile phone — Apple and Android Pay have made this possible. However, millennials are not immune to security concerns. One solution to combat this could be to allow customers to pay through gift cards, as 64% of millennials believe gift cards to be the safest online payment method.
7. Other Features
Since the majority of millennials still shop in store, your mobile site should support this. You can monitor visitors’ behaviour on your site, and, based on their GPS location, refer them to the nearest store location when the time is right. You should also have your store directory easily accessible and noticeable. Additionally, millennials are active social media users and value the ability to share everything online. You can add sharing features on your products, enabling customers to send any items they’re interested in to their friends. Through this, you can increase your exposure and reach, and millennials will appreciate their ability to easily share over their social media pages.
Plot twist, I’m a millennial (and yes, this may have been written on my phone). A new age is here, and your business needs to keep up with the times. Millennials are unlike any other consumer group and we have immense buying power. Ditch the old way of thinking, take a millennials advice and start investing in upgrading your mobile site.
Gotta run, my phones almost out of battery!
If you liked this post, you may also be interested in our recent article on how to “Modernize Your Business for Under $1000 Per Month”.
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