During the research phase of the user journey, your brand can easily turn off a consumer due to a slow loading page or a pixelated product image that’s not designed for mobile. Trust is an important aspect of any purchase, whether online or offline, and without it, you run the risk of a negative user experience, or worse—a lost sale.
Here are three tips to heighten the effectiveness of your mobile ads.
1. Build Initial Trust and Maintain It
When consumers are on their mobile devices, they’re still tentatively in the m-commerce sphere. At this research stage, trust building and nurturing the consumer relationship are often at the highest point. Create relevant, useful, interactive content to build and maintain your reputation. Also make sure the information you’re delivering is timely and accurate.
2. Make It Easy and Attractive
When you create your ads, place yourself in the shoes—and palm—of the customer, and check your site experience from this perspective to ensure a smooth ride for them. If you’re a social advertiser who’s looking to tackle slow-loading pages, consider Facebook Instant Articles, a simple way to deliver fast, interactive content.
3. Think Beyond the Ad
Make sure your landing page is also designed for ease of use. Use short copy, plus stats and bullets for scalability and to drive more engagement. And, while you have their attention, ensure your payment gateway is completely mobile-compatible, offer a smooth payment path, and don’t let them abandon the cart. If they do, don’t let them get away!
For more great tips geared toward mobile ads on social platforms, download 5 Steps to Better Mobile Advertising: Tips for Social Marketers.