Mobile IT IS. You already know that. Time spent on mobile is now at an incredible 51% of total digital usage, well ahead of time spent on desktops, which is at 42% of net digital usage. It is no surprise that businesses are trying to take advantage of this shift to mobile by delivering useful rewards and offers directly to people’s cellular devices. Over 75% percent of consumers have used a mobile coupon, and this number is only rising. What is shocking however, is that mobile ad spending is not nearly at par with mobile usage. Businesses, though they might have a coupon program in place, are not maximizing the potential of coupon delivery through mobile, and as a result, may not be seeing desirable results. If that’s the case with your business, or if you are simply looking to kick start a mobile coupon program, look at these 3 helpful tips to improve your mobile coupon conversion rates.
1. Easy Access
Everyone loves to use mobile because of how convenient it is. You can access mobile wherever and whenever you want, a must-have in today’s fast-paced world. So, in order to maximize mobile coupon effectiveness, you need to realize that the probability of your mobile coupon being used is directly correlated to how easy it is to access and use the mobile coupon – essentially, the fewer steps it takes to access a coupon, the more effective it will be. This is why requiring customers to download an app or complete a form can sometimes discourage customers from trying to find the coupon. Instead, send a clear mobile coupon through a medium like SMS that can be scanned at the counter or shown to a cashier for redemption with no other hassles. People are impatient and any small step you can take to minimize the time or effort they have to spend will make a huge difference.
2. Regular Offers
One often overlooked aspect of mobile coupons is consistency. Instead of treating mobile coupons as a steady marketing strategy, companies tend to use it sporadically based on special needs or sales events. Studies have shown however, that customers are more likely to redeem mobile coupons if they receive them regularly. A good way to improve your mobile coupon strategy would be to send out coupons two to three times every month. This keeps customers engaged with your brand constantly – and even if they don’t redeem every single coupon, chances are higher that at least a few will be received well over time.
3. Timely Delivery
Another way to increase mobile coupon conversion rates is to target customers at the right moment – when they are more likely to redeem the coupon. For example, if you send a mobile coupon to people in or outside your store, there is a much higher chance of conversion since these consumers are already looking to spend their money at a location like yours. Let’s say you send a mobile coupon to every person who is sitting at the fountain outside of your store browsing on their phones, there is a very good chance that your audiences will be interested by the coupon, thus increasing traffic to your store. It comes back to convenience. This new kind of technology is called location-based marketing and can be the perfect extra push that your mobile coupons need in order to be truly effective. One popular method of sending these push messages is through WiFi technology. Forty percent of consumers use the Internet while shopping in order to compare deals, which means they are always looking for and are excited to find free WiFi offered by businesses. You can take advantage of this opportunity by providing customers what they want (free WiFi) and use this connection that you create with them to build more engagement. It’s a win-win and the probability of them redeeming that mobile coupon skyrockets.
Mobile coupons are clearly still developing and new breakthroughs are happening daily. If you feel like your mobile coupons aren’t making the cut for your business however, try these techniques before you throw in the towel. Mobile coupons have the potential to revolutionize both the seller’s and buyer’s experiences, so make sure you keep trying to find the right strategy mix that works for you.
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