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Responsive Digital Content – Why responsive web design is NOT enough

Responsive web design has become a buzzword for e-commerce retailers seeking to enhance onsite customer experience. Across devices, screen resolutions, screen size and orientation – mobile optimization and desktop optimization are quickly becoming the standard for ecommerce retailers.

Without a doubt, responsive UI was once a distinguishing factor of retailers sites on the forefront of e-commerce user experience. Now, it has become a baseline for any retailer serious about expanding their e-commerce.

Yes, responsive web design is no longer enough to make your e-commerce stand out.

What if we can use the responsiveness of UI as a model to enhance customer experience? What if we can create responsive, dynamic digital content that that elicits the greatest customer conversion and retention?

On a UI/UX level, screen size, resolution, orientation, and color depth differ across mobile and desktop devices. On a customer level, the demographic, needs, and wants of shoppers differ.

Now, throw in your content marketing strategy and make it dynamic. We all know content is the key to boosting your Ecommerce metrics. Customize content for shoppers on each platform.

With greater onsite content personalization, the right content hits the right customers – not only would it boost online click response, it also tells the brand story your customer most wants to hear.

How to create a responsive digital content strategy

  1. Identify the demographic differences

Start with basic customer segmentation. Who are the ones most likely on your mobile site, or your app? What is their age, gender, where are accessing your site from?

A quick poll in 2015 found 20% of 18-34 year old customers on only mobile platforms, while only 7% of 55+ year olds were on mobile only. On the other hand, merely 3% of 18-34 year olds were on desktop only, compared to 26% of 55+ year olds.

These simple statistics tell us that, while both age groups can be found on mobile and desktop, there is a greater percentage of younger consumers on mobile. If you are targeting consumers aged 55 and above, traditional desktop may be the way to go.

  1. Identify consumer needs and wants across devices

A consumer may be browsing on mobile for several reasons. What makes mobile commerce attractive is its convenience – the ability to shop on-the-go. The portable nature of surfing also means browsing likely takes place when the consumer is in transit, to alleviate boredom or pass time. If so, actual purchases would be made on desktop more often.

This was indeed the case, with conversion rate of 3.55% on traditional desktop, and 1.15% on smartphones. In fact, consumers are most likely to research products on mobile than any other activity, and least likely to view retail advertising. The immediate task of your digital content, it seems, is to to use positioning targeting to emphasize your product’s unique selling point.

  1. Create a digital content strategy

The success of content marketing depends on how well you can persuade your target audience. How do you best convince a target audience that differ in their wants and needs?

Cue dynamic content marketing – master it and you’re ahead of the curve. Make your digital content responsive each customer, reaching out with the most convincing pitch than a generic one.

A quick example:

Above we touched on the age distribution across web and mobile browsing.

If a greater sector of your mobile customers are 18 to 34, your copy should speak to this age group. Persuasive strategies such as proof of popularity among peers would be suited for a younger audience, so weave it into your copy.

Desktop content, then, should be friendly to 55+ years and above as well. Reduce the use of distracting emojis, and leverage digital content to emphasize credibility of your product.

Now look at the browsing habits of customers:

Since consumers tend to do their product research on mobile, use principles of authority to boost your product’s USP. Words like “endorsed by,” “trusted,” “certified,” “guaranteed” are some great examples of building product legitimacy.

On desktop is where you persuade your consumers to buy. Principles of urgency, emotional appeal, and positive reinforcement compels your customers to click, cart, and check-out. The best way to urge them along is by content – built into your call-to-action buttons, labels, pop-outs.

Is that all I need to do? Really?

Of course, it’s not that simple.

As its name suggests, dynamic content is constantly changing according to context. What works for your Ecommerce site would not for another. In fact, what works for your marketplace today might not in another season, weather, or day of the week!

Humans are inherently complex in their responses. Everyday, hundreds of factors are at work to change their tendency to responses in certain ways.

While we cannot possibly predict how a human might respond at a given time, over time, enough behavioral patterns form for AI to accurately predict what kind of persuasive content works best.

Find out more here.

 

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