Mobile customer journey and funnel: Driving Conversions: Mobile Customer Funnel Tactics for Marketers

1. What is a mobile customer journey and funnel and why are they important for marketers?

In today's digital world, mobile devices are an essential part of consumers' lives. They use them to search for information, compare products, make purchases, and interact with brands. As a marketer, you need to understand how your potential and existing customers use their mobile devices throughout their journey, from awareness to loyalty. This will help you create effective strategies to reach them, engage them, and convert them into loyal advocates for your brand.

A mobile customer journey is the sequence of steps that a customer takes on their mobile device before, during, and after buying from you. It includes all the touchpoints, channels, and interactions that influence their decision-making process and satisfaction level. A mobile customer funnel is a framework that helps you visualize and optimize the mobile customer journey. It divides the journey into different stages, such as awareness, consideration, conversion, retention, and advocacy. Each stage has a specific goal and a set of metrics to measure your performance and identify areas of improvement.

A mobile customer journey and funnel are important for marketers because they help you:

- Understand your customers' needs, preferences, behaviors, and pain points on mobile devices.

- Align your marketing objectives and tactics with the customers' expectations and motivations at each stage of the journey.

- deliver personalized and relevant messages and offers to the customers at the right time and place.

- increase your mobile conversion rates, retention rates, and customer lifetime value.

- build trust and loyalty with your customers and turn them into promoters of your brand.

To create a successful mobile customer journey and funnel, you need to follow these steps:

1. define your target audience and segments. You need to know who your ideal customers are, what they want, and how they use their mobile devices. You can use tools such as Google analytics, facebook Audience network, and surveys to collect data and insights about your audience. You can also create personas and scenarios to represent your typical customers and their situations.

2. Map out your current mobile customer journey and funnel. You need to identify all the touchpoints, channels, and interactions that your customers have with your brand on their mobile devices. You can use tools such as Google Analytics, google Tag manager, and heatmaps to track and analyze your customers' behavior and actions. You can also use tools such as Google Forms, feedback widgets, and interviews to collect feedback and opinions from your customers.

3. identify the gaps and opportunities in your mobile customer journey and funnel. You need to evaluate your current performance and find out where you are losing or missing customers, where you are creating friction or frustration, and where you are exceeding or meeting customers' expectations. You can use tools such as Google Analytics, Google Optimize, and A/B testing to measure and optimize your key metrics, such as mobile traffic, bounce rate, conversion rate, retention rate, and customer satisfaction.

4. Design and implement your mobile customer journey and funnel strategy. You need to create and execute a plan that addresses the gaps and opportunities in your mobile customer journey and funnel. You can use tools such as Google Ads, Facebook Ads, and email marketing to reach and attract your target audience. You can also use tools such as landing pages, forms, chatbots, and push notifications to engage and convert your prospects. You can also use tools such as loyalty programs, referrals, and reviews to retain and advocate your customers.

For example, let's say you are a marketer for an online clothing store. You want to increase your mobile sales and loyalty. You can use the following mobile customer journey and funnel strategy:

- Awareness: You can use Google ads and Facebook Ads to target your audience based on their demographics, interests, and behaviors. You can also use social media, blogs, and influencers to create awareness and buzz about your brand and products.

- Consideration: You can use landing pages, forms, and chatbots to capture your prospects' contact information and preferences. You can also use email marketing, push notifications, and SMS to send them personalized and relevant messages and offers based on their browsing and purchase history.

- Conversion: You can use product pages, checkout pages, and payment options to provide your prospects with a smooth and secure shopping experience. You can also use coupons, discounts, and free shipping to incentivize them to buy from you.

- Retention: You can use loyalty programs, rewards, and thank-you emails to show your appreciation and recognition to your customers. You can also use email marketing, push notifications, and SMS to send them reminders, updates, and recommendations based on their preferences and behavior.

- Advocacy: You can use referrals, reviews, and testimonials to encourage your customers to share their positive experiences and opinions about your brand and products. You can also use social media, blogs, and influencers to amplify your customers' voice and reach.

By following this strategy, you can create a mobile customer journey and funnel that drives conversions and loyalty for your online clothing store.

2. How to attract and reach potential customers on mobile devices using various channels and strategies?

The first stage of the mobile customer journey is awareness, where you want to capture the attention of your target audience and make them aware of your brand, product, or service. This is crucial because mobile users have a short attention span and are constantly exposed to various stimuli and distractions. Therefore, you need to use effective channels and strategies to reach them and spark their interest.

Some of the channels and strategies that you can use to attract and reach potential customers on mobile devices are:

1. Mobile SEO: This is the practice of optimizing your website for mobile devices, ensuring that it is fast, responsive, user-friendly, and relevant. Mobile SEO helps you rank higher on search engines, which is one of the most common ways that mobile users discover new content. You can use tools such as Google's mobile-Friendly test and PageSpeed Insights to check and improve your mobile SEO performance.

2. Mobile Ads: These are ads that are specifically designed for mobile devices, such as banner ads, interstitial ads, video ads, native ads, and app install ads. Mobile ads can help you reach a large and diverse audience, as well as target them based on their location, behavior, interests, and demographics. You can use platforms such as Google Ads, Facebook Ads, and tiktok Ads to create and run mobile ads campaigns.

3. Mobile Social Media: These are social media platforms that are popular among mobile users, such as Instagram, Snapchat, Twitter, and Pinterest. Mobile social media can help you build brand awareness, engage with your audience, and drive traffic to your website or app. You can use features such as stories, live videos, reels, hashtags, and influencers to create and share compelling content that showcases your brand personality and value proposition.

4. mobile Email marketing: This is the practice of sending emails that are optimized for mobile devices, ensuring that they are concise, clear, and actionable. Mobile email marketing can help you nurture your leads, increase your conversions, and retain your customers. You can use tools such as Mailchimp, Constant Contact, and AWeber to design and deliver mobile-friendly emails that have catchy subject lines, attractive images, and strong calls to action.

5. mobile Content marketing: This is the practice of creating and distributing valuable, relevant, and consistent content that attracts and retains your audience. Mobile content marketing can help you educate your prospects, establish your authority, and generate leads. You can use formats such as blogs, podcasts, videos, infographics, and ebooks to provide useful information, tips, insights, and stories that relate to your brand, product, or service.

These are some of the ways that you can create awareness among your mobile customers and move them to the next stage of the funnel, which is consideration. By using a combination of these channels and strategies, you can increase your visibility, credibility, and desirability in the mobile market.

3. How to engage and educate mobile users about your product or service and build trust and credibility?

One of the most crucial stages in the mobile customer journey is the interest stage, where you have the opportunity to capture the attention of your potential customers and persuade them to learn more about your product or service. This stage is also where you can establish your brand as a trustworthy and credible source of value and solutions for your target audience. However, engaging and educating mobile users is not an easy task, as they have limited attention spans, high expectations, and multiple distractions. Therefore, you need to employ effective tactics that can help you achieve your goals in this stage. Here are some of the best practices that you can follow:

- Create engaging and informative content. Content is the key to educating your mobile users about your product or service, as well as showcasing your expertise and authority in your niche. You can create various types of content, such as blog posts, videos, podcasts, infographics, ebooks, webinars, etc., that can provide valuable information, insights, tips, and solutions for your audience. For example, if you are selling a fitness app, you can create content that covers topics such as workout routines, nutrition tips, fitness trends, success stories, etc. Make sure that your content is relevant, useful, and engaging for your mobile users, and that it matches their intent and needs.

- Optimize your content for mobile devices. creating engaging and informative content is not enough if your mobile users cannot access it easily and comfortably on their devices. You need to ensure that your content is optimized for mobile devices, such as using responsive design, fast loading speed, clear and legible fonts, simple and intuitive navigation, etc. You also need to consider the format and length of your content, as mobile users prefer shorter and more visual content than desktop users. For example, you can use bullet points, subheadings, images, videos, etc., to break up your content and make it easier to consume on mobile devices.

- Use social proof and testimonials. Another way to engage and educate your mobile users is to use social proof and testimonials from your existing or past customers. social proof and testimonials can help you build trust and credibility with your mobile users, as they can see how your product or service has helped others like them. You can use various forms of social proof and testimonials, such as ratings, reviews, case studies, endorsements, etc., and display them on your website, landing pages, social media, etc. For example, you can use a widget that shows the number of downloads, ratings, and reviews of your app on your website, or you can use a video testimonial from a satisfied customer on your landing page.

4. How to persuade and influence mobile users to consider your offer and compare it with alternatives?

After attracting the attention of mobile users, the next step is to persuade and influence them to consider your offer and compare it with alternatives. This is a crucial stage in the mobile customer journey and funnel, as it can determine whether the users will move forward to the decision and action stages, or drop off and choose a competitor. To optimize the consideration stage, marketers need to employ various tactics that can address the needs, preferences, and pain points of the mobile users. Some of these tactics are:

- Provide clear and compelling value propositions. Mobile users need to know what makes your offer unique and superior to other options in the market. You need to communicate your value propositions in a clear and concise way, using headlines, subheadings, bullet points, and images that highlight the benefits and features of your offer. For example, if you are selling a mobile app that helps users track their fitness goals, you can use phrases like "The most comprehensive fitness app on the market", "Track your progress with personalized insights and feedback", or "Join a community of millions of fitness enthusiasts".

- leverage social proof and testimonials. Mobile users are more likely to trust and consider your offer if they see that other people have used and enjoyed it. You can use social proof and testimonials to showcase the popularity, credibility, and satisfaction of your existing customers. You can display ratings, reviews, endorsements, case studies, or user-generated content that demonstrate how your offer has helped or solved the problems of your customers. For example, if you are selling a mobile game, you can show how many downloads, ratings, and reviews it has on the app store, or feature some positive feedback from players who have enjoyed the game.

- Offer incentives and discounts. Mobile users are more likely to consider your offer if they feel that they are getting a good deal or a limited-time opportunity. You can use incentives and discounts to entice and motivate the users to take action. You can offer free trials, demos, samples, coupons, vouchers, or loyalty programs that can reduce the risk or cost of trying your offer. For example, if you are selling a mobile subscription service, you can offer a free trial for a week or a month, or a discount for the first year of subscription.

- Create a sense of urgency and scarcity. Mobile users are more likely to consider your offer if they feel that they might miss out on it if they don't act fast. You can use urgency and scarcity to create a psychological effect that can increase the desire and demand for your offer. You can use countdown timers, stock indicators, or limited-time offers that can indicate that your offer is running out or expiring soon. For example, if you are selling a mobile product, you can show how many units are left in stock, or how long the sale will last.

- Simplify the comparison process. Mobile users are more likely to consider your offer if they can easily compare it with other alternatives and see how it matches their needs and expectations. You can simplify the comparison process by providing comparison tables, charts, or graphs that can highlight the differences and similarities between your offer and the competitors. You can also use filters, sorting, or search features that can help the users narrow down their options and find the best fit for them. For example, if you are selling a mobile travel service, you can provide comparison tables that show the prices, ratings, and features of different hotels, flights, or destinations.

These are some of the tactics that can help you optimize the consideration stage of the mobile customer journey and funnel. By using these tactics, you can persuade and influence the mobile users to consider your offer and compare it with alternatives, and ultimately drive them to the decision and action stages.

5. How to optimize and simplify the mobile checkout process and increase the conversion rate?

One of the most critical stages in the mobile customer journey is the conversion stage, where the user decides to take the desired action, such as making a purchase, signing up for a newsletter, or downloading an app. However, many mobile users abandon their carts or leave the site without converting due to various factors, such as poor user experience, lack of trust, or insufficient information. Therefore, it is essential for marketers to optimize and simplify the mobile checkout process and increase the conversion rate. Here are some tactics that can help achieve this goal:

- Reduce the number of steps and fields in the checkout process. Mobile users have limited attention spans and screen space, so they prefer a fast and easy checkout process. Marketers should eliminate any unnecessary steps or fields that might distract or frustrate the user, such as asking for too much personal information, requiring account creation, or displaying irrelevant offers. Instead, they should focus on the essential information and actions that are needed to complete the transaction, such as payment method, shipping address, and confirmation. For example, Amazon's one-click checkout feature allows users to buy products with a single tap, without having to enter their details every time.

- Provide multiple payment options and security assurances. Mobile users have different preferences and expectations when it comes to payment methods, so marketers should offer a variety of options that suit their needs and preferences, such as credit cards, debit cards, digital wallets, or cash on delivery. Additionally, marketers should provide clear and visible security assurances, such as trust badges, encryption symbols, or customer reviews, to reassure the user that their personal and financial information is safe and secure. For example, PayPal's mobile checkout feature allows users to pay with their PayPal account, credit card, or bank account, without having to share their financial information with the merchant.

- Use clear and compelling calls to action and incentives. Mobile users need clear and compelling cues and incentives to motivate them to take the desired action, such as buying a product, subscribing to a service, or downloading an app. Marketers should use clear and concise language, contrasting colors, and prominent buttons to create effective calls to action that capture the user's attention and interest. Moreover, marketers should use incentives, such as discounts, free shipping, or limited-time offers, to create a sense of urgency and value for the user. For example, Uber's mobile app uses a simple and catchy call to action, "Request a ride", along with a dynamic map and a fare estimate, to entice the user to book a ride.

6. How to encourage and reward repeat purchases and loyalty from mobile customers using retention marketing techniques?

One of the most important goals for mobile marketers is to retain their existing customers and turn them into loyal advocates. Retention marketing is the process of engaging and rewarding customers who have already made a purchase or taken a desired action on a mobile app or website. By doing so, marketers can increase customer lifetime value, reduce churn, and foster brand loyalty.

There are various retention marketing techniques that mobile marketers can use to encourage and reward repeat purchases and loyalty from their customers. Some of these are:

- Personalization: Mobile marketers can use data and analytics to segment their customers based on their behavior, preferences, interests, and needs. They can then tailor their messages, offers, and content to each segment and deliver them through the most relevant channels and platforms. For example, a mobile game developer can send personalized push notifications to users who have not played the game for a while, offering them incentives to return and resume their progress.

- Loyalty programs: Mobile marketers can create loyalty programs that reward customers for their repeated purchases or actions. These rewards can be in the form of points, badges, discounts, freebies, or access to exclusive features or content. Loyalty programs can also gamify the customer experience and create a sense of achievement and competition among users. For example, a mobile food delivery app can offer users points for every order they place, which they can redeem for free meals or discounts on future orders.

- Referral programs: Mobile marketers can leverage the power of word-of-mouth and social proof by encouraging their customers to refer their friends and family to their app or website. They can offer incentives to both the referrer and the referee, such as cash, credits, coupons, or free trials. referral programs can help mobile marketers acquire new customers, increase retention, and build trust and credibility. For example, a mobile fitness app can offer users a free month of premium subscription for every friend they invite who signs up for the app.

- Feedback and reviews: Mobile marketers can solicit feedback and reviews from their customers to understand their satisfaction, pain points, and expectations. They can use surveys, ratings, reviews, testimonials, or social media to collect and analyze customer feedback. They can also respond to customer feedback and show appreciation for their input. feedback and reviews can help mobile marketers improve their products or services, enhance customer loyalty, and generate positive word-of-mouth. For example, a mobile travel app can ask users to rate and review their trips and experiences, and offer them discounts or vouchers for their next bookings.

7. How to leverage and amplify word-of-mouth and referrals from mobile customers using social media and other platforms?

One of the most powerful ways to drive conversions in the mobile customer journey is to harness the power of advocacy. Advocacy refers to the process of turning your satisfied customers into loyal promoters who spread positive word-of-mouth and referrals about your brand, product, or service. advocacy can boost your brand awareness, credibility, trust, and social proof, as well as increase your organic traffic, leads, and sales. However, advocacy does not happen automatically. You need to implement effective strategies to encourage and reward your mobile customers for sharing their experiences and opinions with others. Here are some of the best practices to leverage and amplify advocacy from your mobile customers using social media and other platforms:

1. Create shareable content. The first step to generate advocacy is to create content that your mobile customers would want to share with their friends, family, or followers. This could be informative, entertaining, inspiring, or educational content that adds value to your audience and showcases your brand personality. For example, you could create blog posts, infographics, videos, podcasts, ebooks, webinars, or case studies that address your customers' pain points, interests, or goals. You could also create user-generated content (UGC) campaigns that invite your customers to submit their own photos, videos, reviews, or testimonials featuring your product or service. ugc can increase your social engagement, authenticity, and trustworthiness, as well as provide social proof for your potential customers. For example, Starbucks launched a UGC campaign called #RedCupContest, where they asked their customers to share their creative photos of their holiday-themed red cups on Instagram for a chance to win a gift card. The campaign generated over 40,000 entries and increased their brand awareness and loyalty.

2. Make it easy to share. The second step to generate advocacy is to make it easy for your mobile customers to share your content with others. You need to optimize your content for mobile devices, as well as provide clear and visible sharing buttons or links on your website, app, email, or social media platforms. You could also use QR codes, NFC tags, or SMS codes to enable your customers to share your content with a simple scan, tap, or text. For example, Coca-Cola used QR codes on their bottles to direct their customers to a landing page where they could create and share personalized messages with their friends. The campaign was a huge success, as it generated over 250 million impressions and increased their sales and customer engagement.

3. Incentivize and reward sharing. The third step to generate advocacy is to incentivize and reward your mobile customers for sharing your content with others. You need to offer them something of value in exchange for their advocacy, such as discounts, coupons, freebies, points, badges, or access to exclusive content or events. You could also gamify your sharing process by adding elements of fun, competition, or social recognition. For example, Dropbox used a referral program that rewarded both the referrer and the referee with extra storage space for every successful sign-up. The program helped Dropbox grow from 100,000 to 4 million users in 15 months, as well as reduce their customer acquisition costs by 288%.

4. Monitor and measure your advocacy. The fourth and final step to generate advocacy is to monitor and measure the impact of your advocacy efforts on your mobile customer journey and funnel. You need to track and analyze the key metrics that indicate the performance of your advocacy campaigns, such as reach, impressions, clicks, shares, conversions, retention, and revenue. You could also use tools such as surveys, feedback forms, or social listening to collect and evaluate the sentiment, satisfaction, and loyalty of your mobile customers. By monitoring and measuring your advocacy, you can identify what works and what doesn't, as well as optimize and improve your advocacy strategies over time. For example, Airbnb used a tool called net Promoter score (NPS) to measure how likely their customers were to recommend their service to others. They found that customers who gave them a high NPS score were more likely to book again, refer others, and generate more revenue for the company. They also used the feedback from their NPS surveys to improve their customer experience and increase their advocacy.