Most of your mobile traffic comes from previous PC users. Mobile market is not an independent market. It contains some PC users that switched to mobile devices and traffic from time fragments of PC users. In a word, the users of mobile internet are from the same group of traditional internet market. They’re not new to the market.
Both of Apple Store and Android Market are software markets. All of the reviews targets to software functions, not the brand, products, and services of online retailers. Therefore, it is useless to put too much emphasis on apps or mobile websites promotion. The only thing needs to do is detecting your mobile devices users and provides them optimised mobile websites or apps. Rest of things are brand, products and services promotion. Although there is no problem to promote in mobile channel, the most priority plan should focus on brand itself because that’s your clients concern mostly.
Finally, at current
stage around 10% of total traffic is fixed as mobile traffic. That’s to say,
there is always a part of your users who visit your website by mobile devices.
In summary,
merchants should avoid to promote their mobile sales channel independently. It
is more important to promote core brand, product and service than mobile
website promotion itself. Mobile traffic comes from your total traffic
steadily, and it will increase quickly as mobile devices become more popular
than ever before.
Looking at the funnel model picture below, it is not difficult to find out that the same investments on promotion may lead to different results. For instance, a merchant spent $10,000 on brand promotion and mobile promotion respectively. Due to scale difference, the order conversion rate also will become different with these two promotions. As a result, the same costing brings the merchant different profits. It’s obvious that merchant should not focus on mobile websites or APPs promotion only.
Another example is if the merchant pursue the mobile sales target only, a possible strategy is price reduction. To some extent the sales performance at mobile apps will increase but total profits cannot be guaranteed because the increasing part on mobile devices is formerly the sales from PC users. In other words, merchant’s profit has decreased totally. It is meaningless for merchants to promote mobile sales channel independently. In order to maximise your profits, simply use web API service to mobilise your website and enjoy the fun of m-commerce.
Looking at the funnel model picture below, it is not difficult to find out that the same investments on promotion may lead to different results. For instance, a merchant spent $10,000 on brand promotion and mobile promotion respectively. Due to scale difference, the order conversion rate also will become different with these two promotions. As a result, the same costing brings the merchant different profits. It’s obvious that merchant should not focus on mobile websites or APPs promotion only.
Another example is if the merchant pursue the mobile sales target only, a possible strategy is price reduction. To some extent the sales performance at mobile apps will increase but total profits cannot be guaranteed because the increasing part on mobile devices is formerly the sales from PC users. In other words, merchant’s profit has decreased totally. It is meaningless for merchants to promote mobile sales channel independently. In order to maximise your profits, simply use web API service to mobilise your website and enjoy the fun of m-commerce.
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