New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Creating only the required fields in the form can motivate buyers to complete a purchase.

Brands looking to succeed in a “mobile-first world” must address problems that hamper conversions on mobile. A Comscore study lists security concerns, difficult navigation as some of the factors causing conversions on mobile to suffer.

The author recommends providing customers with an intuitive experience using a fixed navigation bar. Building design-friendly checkout forms containing only the necessary and clearly labelled fields is important to not drive buyers away as checkout forms that are difficult to engage with can hamper sales.

Additionally, letting go of sidebars and pop-ups that distract shoppers can provide an uninterrupted experience to consumers. Brands can also use photos to engage audiences. The article quotes data from MDG Advertising which found that 67% of consumers consider the product’s image quality as “very important” in choosing and buying a product.

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[5 minute read]

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