Connecting on a global level in mobile means having empathy for your international users’ needs.
Customers have limited mind-share in general, and in mobile in particular. That means they only want to use a small amount of apps on a regular basis, says Jake Bailey, head of business development, Wish.com.
In online marketplaces, merchandising is driven by data, rather than merchants’ egos. “The numbers don’t lie,” he says. “In the marketplace dynamic, everything is driven by data.”
Immediacy is key in mobile, Bailey says. Your attention and time with the customer is limited, so make sure they can move through your platform or app quickly and efficiently.
“Think about how you can get them through the checkout funnel as fast as possible,” he says. “If they have to leave your mobile site to do something else, you’ve lost them.
“Make the experience intuitive,” he added. “Desktop rules don’t apply. Remove as much clutter from the experience as possible.”
Marketers also need to remember that because cross-border commerce is so much easier to accomplish online, you must have global empathy for what your international audience is experiencing. Don’t just design for one operating system, Bailey said. The majority of your customers may well be on Android and not iOS.
And, if you’re selling globally, keep in mind that some of your customers might have a second-tier Internet connection, so bandwidth could be an issue. Other issues to consider include language: Your global customer might want to buy in English, but engage in customer service interactions in their local language.
Bailey spoke at the recent MITX Ecommerce Summit in Boston.