In last’s week’s news, there was lots of buzz around Verizon’s customer and social media icon Twitter. According to several sources, Twitter is seeking commerce solutions to integrate into the latest iteration of their platform, and is hiring accordingly.
The perceived hope is to capture a sizeable portion of the online commerce market by capitalizing on their younger, more adept mobile user base. According to the 2013 Millennials Study by Verizon Digital Media Services, Twitter is the second most popular social network among millennials; they also use it almost twice as much as non-millennials (48% vs. 29%). The same study showed that millennials shop more often online than non-millennials (72% vs. 62% shopped online within the last three weeks).
A pioneer in mobile
More than any other social media platform, Twitter validates the pure potential and opportunity that lies within mCommerce. Twitter pioneered the mobile space when they launched their platform in 2006 with an intentional mobile centric business strategy, calling mobile the “primary driver of our business”.
Eight years later and post-IPO, 75% of their user base connects from a mobile device and 65% of their ad revenue comes from mobile devices.
David Mercer of the Digital Consumer Practice stated in a TechCrunch article in 2013: “The immediacy of Twitter communications requires devices which are close to hand at every waking moment […] by definition this suggests mobile phones and tablets should be preferred devices for Tweeting.”
Imperative to Twitter’s widespread success has been their commitment to performance optimization and delivering content to users anywhere, anytime. To any aspirational business this means a thoughtful strategy around mobile performance and optimization can no longer be an after thought, instead, it must be understood as a priority and a key to success.
Below are three best practices that our clients and partners recommend to prepare your mobile site for the mobile generation of shoppers:
1. Focus on optimizing your mobile assets
Know your content, and understand why not all content can, or should be delivered the same way.
Avoid common mistakes like using Flash, which often times makes videos unplayable and omit irrelevant cross linking. Conversions are increased when you support dynamic and static content appropriately. Use this Google PageSpeed test to measure the performance of your mobile site and see what you can optimize.
2. Ensure your site is responsive
40% of all online shoppers have turned to a competitor’s site after a bad mobile experience, according to The Mobile Playbook. Device detection and responsiveness increases conversion rates through engagement. This increases customer loyalty, brand equity and site speed — three things that contribute to your bottom line.
3. Use bitrate adaptive video
Video is engaging and a great way to sell more products. Our friends at Liveclicker have seen conversion rates as high as 45% with the right video strategy and implementation. Our HLS & HDS platforms will take your single video feed and deliver an adaptive bit-rate experience to a host of devices.