Simon Norris, CEO of digital agency Nomensa, addresses the continuing surge in online mobile traffic and the importance of websites providing a meaningful and personal cross-channel experience.
Cross channel services
The vast increase in shoppers purchasing goods via mobile devices in recent years means web designers are being asked to consider wider design problems, most specifically around multichannel.
The amount of information is continuously growing and therefore representing this content in a very clear and concise format is now more important than ever.
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The demands of multichannel shoppers
In order to succeed in this multi-channel world, organisations need to stand out from the competition both on and offline.
Identifying the psychological aspects which influence a user moving between channels and what can lead to channel abandonment, is the key to helping us understand cross channel goals.
Transitions are critical
It can be difficult to model and predict the different ways in which a user can transition between various channels; for example, moving from a digital channel into a physical retail store.
Therefore, we must consider the experience people want, the different situations for use, what technology is used, the content that is needed and how this content will be consumed.
In other words, businesses must focus on improving the overall customer experience to ensure each and every customer remains loyal to the business and the brand as a whole.
The mobile web
Consumers today expect a mobile site experience to be a continuation of traditional desktop channels. The best way to think about design interactions that cross and re-cross channels is an ‘experience ecology’; a living system of possible interactions where absolutely everything is connected.
A significant number of website designers still think that improving online sales is all about mobilising content.
However, trusted websites are ahead of the curve and realise that a consumer’s online experience on a mobile device has to be as good as and certainly not worse than a tablet or a desktop computer.
Behavioural patterns
Because of the different technologies available to us we need to appreciate every site experience is different, so we can no longer generalise about the interaction experience.
I expect to see behavioural patterns of group shopping emerging online in the near future, which will be a much more socially engaging experience and digital experiences will need to imitate this, regardless of device or channel being used.
The best experiences need to reflect behaviour and the different expectations people have of different sites. The idea of a one size fits all approach to e-commerce will not be relevant, nor will it leverage commercial value.
By thinking about people’s behaviour in why they will use a website, how they will move through the digital space and the cross channel methods for accessing the site, businesses can ensure every need and expectation is catered for by putting checks in place.
By getting the design right, time and financial requirements can be appropriately planned against to ensure the site is designed so that any person accessing it, from any device, will enjoy the online experience.
Ingredients of a successful multichannel strategy
Savvy omnichannel organisations are those which perceive the user experience in a holistic way and remain true to their brand. To be most successful organisations must have a strong ‘partnership cooperative’, with the experience from store to site being a consistently high quality.
Successful websites are those which genuinely appreciate the value of delivering a high quality omnichannel experience and have a strong focus on the individual customer, which is often reflected in the way the company thinks about its overall approach.
Forward thinking retailers which provide excellent cross-channel interaction and understand the value of offering a positive online user experience will ultimately succeed.
For more visit Nomensa.com
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