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Why a mobile responsive website is not enough

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Last time I’ve been to Italy, I took the chance to meet some colleagues and share our experience about working in web marketing and startups.
It was great seeing that things are really improving in my home country, even if approaches, money involved and business relationships are really different..

So, today I really like to talk about the different approach of providing a native app and a mobile optimized website. Because it’s a completely different approach.
Being mobile is really important: Mobile devices, accessed both via mobile sites and mobile apps, have become a key source of information, utility and point of contact between users and brands across industries. Today, a staggering 86% of all time spent on mobile devices happens in apps.

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So, when I was in Italy, I had a few conversations with people, saying that “their mobile optimized website was not really different from developing a native app”.
Do you know why you should developing a native app?

  • Users behaviour. Users like apps, it’s more engaging and immediate.An app allows for 1-to-1 contact with a user. Options that include signin, tailored content and personalisation feel more directly tailored to an individual user, whereas mobile web often feels tailored to an entire audience. You can try to tell people that a mobile responsive website will deliver the same experience, but you know that’s not true. Even the shittiest app will give your customers a deeper experience browsing your product/service compared to a website.
  • Push notifications. You can drive your users to buy, engage and surf products you want thanks to push notifications. Well, be careful and not abuse it but for some products it does really make a difference.
  • Deliver a unique brand experience. The majority of websites have more or less the same structure, meaning the UX, technology and design are not really different. How do you deliver a unique experience? Through apps, brands can connect with users where they spend the majority of their time, making it crucial to provide an engaging and high-performing mobile app experience.

Are you still undecided on whether you should go with a native app? Have a look at this infographic and let me know your feedback writing a comment below!

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L’ultima volta che sono stata in Italia, mi sono presa un po’ di tempo per andare a trovare un po’ di amici e conoscenti qua e la’ ed è sempre bello passare in quel di Rovigo a trovare gli amici di Marketing Arena.
Con alcuni di loro sono nate anche delle piacevoli discussioni in ambito web marketing, e da li’ nasce questo post.
Perchè avere un’app o un sito mobile responsive non è la stessa cosa. Sapete che quando avete il vostro telefono tra le mani, l’86% del tempo lo passate interagendo con le app?

 

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Ecco perchè un sito mobile responsive potrebbe non bastarvi:

  • Comportamento: le app piacciono, sono piú immediate ed engaging. Con un app potete sviluppare un contatto diretto con un utente, poichè potete sviluppare contenuti tailorizzati e personalizzati per l’individuo, mentre con un sito dovete necessariamente rivolgervi ad un pubblico piú generale. Potete tentare di convincere che con il vostro sito mobile responsive, i vostri utenti vivranno lo stesso tipo di esperienza, ma sapete benissimo che non è così.
  • Push notifications. Attraverso le notifiche in-app potete spingere i vostri clienti ad acquistare, cliccare e visualizzare prodotti particolari. Non abusatene però! Per alcuni prodotti e business fa veramente la differenza.
  • Sviluppate una esperienza di brand unica. La maggior parte dei siti web hanno più o meno la stessa struttura, nel senso che tutti utilizzano la migliore tecnologia, UI e design disponibili. Questo significa che chi arriva nel vostro sito non accede ad un’esperienza unica nel suo genere. Questo tipo di esperienza di brand potete fornirla attraverso le app, dove fra l’altro gli utenti preferiscono passare la maggior parte del loro tempo.

Siete ancora convinti che avere un’app o un sito mobile responsive sia circa la stessa cosa?
Date un’occhiata a questa infografica se siete ancora confusi nel percorso da intraprendere e fatemi sapere che cosa ne pensate!

 

app-strategy-decision-making-app-or-responsive-website

Mobile Tech

What’s the future of online payments?

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Boring. I think it’s what you have thought after reading the title. But, keep reading, I think you’re wrong.
In this article, I’ll talk about an e-commerce startup, a Geek GIRLS event and current payment tools China.
I told you, I hate being boring. 😀

So, how to make your e-commerce successful? Thanks to my experience at Moorbi, I can tell you should focus on 3 main things:

  • Branding strategy: make sure you have a determined value proposition and a branding strategy, to picture your company on customers mind. You need to be reliable and distinguished yourself from the mass!
  • Customize people’s experience: it’s all about analytics and target audience. You have to reach an audience, create particular offers and help your customers to come back and then buy again. So, forget about social media and paid campaigns and focus on your website before!
  • Online Payments: this is the most delicate part of the journey so expect a lot of drop-offs if:  the whole experience is not integrated with the rest of the website. And don’t forget about people’s payment habits.

And here my post: how do you know what people’s payments habits are? Well, this is quite tricky, especially because: 1) it really depends on our culture, sensations, ecc… 2) everyday there are new payment solutions.

So, last week I’ve been to a meetup organised by Geek Girls to learn more about it!

All Saints’ and Badoo people were awesome giving us a lot of tips and suggestions to improve the customers experience when it’s related to online payments.

For example I did learn that adding a new payment option, for example Paypal or Amazon payments to your e-commerce website could terrifically increase your conversion rate (a 34% rise)! In fact, as I was saying before, customers behaviour depends a lot on habits so if people see their favourite payment option, it will be easier for them buying your items. Also, comparing a few options you’ll find out that the time it takes to make a purchase is really making a difference [thanks to Christiane Binder for these great insights!]

Also, if you’re serving a global market, you should understand that the performances and habits are really different: there are countries where mobile payments are not a trustworthy method.  In fact, even if mobile platform revenues have overtaken the Web, but payouts and flows are still very poor.

Finally, to have a better idea of how the culture has an huge impact on this topic we digitally went to China to learn more about payment methods there. And well, Monica Chien‘s speech was very impressive!
Do you know that before making business in China you should became friends and people are easily adding you on Wechat?
So, people using online payments are 20yrs old, they’re using 3rd parties features for personal financing planning reasons (P&L accessible anytime). Also, they mainly used online payments to send money to their parents in the countryside.

Payments gateways are mainly driven by 3 key players: Alipay, Tenpay and 3rd parties tools.

Finally..what’s the future of online payments? Well, for sure integrating those tools within a B2b environment, for example using Alipay to pay salaries. Are we so far away from this scenario?
Or, how about selfies? Nope, I’m not getting crazy, don’t you think that facial recognition could be an interesting option to reduce fraud losses? Check out this article and let me know what you think!

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