We all know that the mobile surf behavior is taking over laptop surf behavior by far. This is seen in statistics and digital strategy plans throughout. Companies are talking responsive designs, mobile web sites, apps and content. The content must be thoroughly planned for mobile surf from now on. While this is no news, many fail to realize the reality is not that easy. Mobile surf is not a single truth with a “one solution approach” and one can never generalize too much in your digital strategy plan if you intend to truly meet competition. In order to gain a competitive advantage you must understand the users incentives, their motivations and customer journeys in detail. This means you have to understand where users reach different behaviors and on which device they make an action upon various needs.
For example: A large insurance company wanted to improve revenue for their present customers and wanted to communicate digitally of a discounted offer available – only to current customers. The belief was that this was needed to be told the same way on the mobile website and the web. Statistics showed that many took part of the offer but few made an execution on it. The insurance company debated whether you needed to make the discounted offer even more attractive and tried different solutions with the same poor outcome. It turned out that it was not the offer which was wrong in the first place. It was how it was implemented. User behavioral studies showed that their clients got the information via the mobile website mostly, reading it on the run. But the majority had forgotten about it as they came home and some said they were not interested in “buying that kind of offer at their mobile device”. At the same time as the mobile website turned out to be the perfect source for Awareness for this specific offer, it did not create enough Desire for the customer to “look the offer up” again as they came home.
So what was done? The implementation changed from “You are given this discount” to a “Sign up for discounting your membership by validating your client e-mail.” The result was a sky rocketing in figures. The clients saw it as something they were given as a bonus and therefore agreed to provide their e-mails, knowing they were already customers of this company. Due to that, a small reminder was placed in their inbox and the conversation rate was raised vastly.
And all due to knowing what to say and what to “offer” in different devices. Once again, know the behavior and location for decision making, offer the right thing for the right user persona, at the right location and device. Understand the entity of your customer journey. That is the key!
Also, something that I always argue as I meet with clients. You must be creative and find what are true motivators among your clients. It is not enough to understand why they would buy insurance for example. It is not enough to understand where they do it. You must understand them as people, as personas. What do they want? What are they looking for? What are their problems and why would they stumble upon your offer? What would make them interested in your offer? They might be wanting an insurance but are they thinking about it or is it something else that make them figure that out?
As always it is about understanding people, their motivations, incentives and actions. Being digital is just how communications work these days. Either you master it or you will have serious business challenges the coming years.
I enjoy this beautiful and inspirational campaign made by Skoda. It is a creative, fun and smart way of interacting with users while telling a storyline of your brand and what your corporate values truly mean. Enjoy it and think for yourself: “What could we do in our business?” “How could we be seen above our competitors at the web, over all the billions of offers competing for user trust and recognition?”