COMPLEX SALES PROCESSES ON THE MOBILE – SUCCESSFULLY SOLVED!
Micro Moments and Smart UX as Conversion Booster in Mobile Commerce
Is it possible to sell complex financial products successfully on the mobile? And how should forms requiring a lot of input be constructed so that users are not deterred from completing them? Within the scope of the project “Mobile Sales Excellence”, initiated by the department “Sales Digital Channels” of the Aduno Group, we could work on these kinds of questions. The result of the concluding market test: persuasive mobile sales data.
The aim of the project consisted in the creation of fully completed forms for personal loans and credit cards directly on the mobile. This should be achieved by optimizing the mobile applications of cashgate and Viseca whereas hardly any constraints in terms of design were given.
The challenge: Both personal loans and credit cards require extensive data regarding personal details, employer and income information etc. as well as accompanying documents that have to be submitted.
How should such complex and lengthy application processes be constructed on the small, fast-living and partly impatient mobile device?
Our approach: Focussing consistently on real mobile user needs
In addition to experiments and inquiry of real users, the concentration on actual customer needs succeeded thanks to Google’s concept of the Micro Moments. The latter addresses the WHEN, HOW and WHY consumers turn to their mobile. Providing relevant content in these decisive moments results in an increase of the user’s interest and consideration for the brand. This again raises the probability of conversion. The Micro Moments for personal loans and credit cards significantly impacted the creation of each website.
Outcome: Innovative and unique solutions for complex products
Combining the mobile-first idea with user-oriented content generated individual mobile solutions.
