Let’s talk mobile response rates.
ME – Hey there, I’m back from the holiday and I want to know what your mobile wallet response rates look like!
YOU – “Oh sh*t, I don’t even have a strategy, how would I know my mobile wallet response rates?”
ME – yep, I just busted out laughing.
If you don’t have one, or you don’t think yours is up to par, then I am writing this just for you. Developing a solid mobile wallet strategy isn’t rocket science and it doesn’t take a genius. Think smart to get your prospects to respond to your calls to action. After you have a strategy, that’s when we should start looking at your mobile wallet response rates and deciding whether or not you have a good strategy.
I’m going to help you out today. Yeah, I am —
Here are 5 simple tips that should help you create a mobile wallet strategy that will increase response rates and help your prospects understand your call to action – leading to more action ;)
#1 – Determine what action you want the prospect to take.
This one is where a lot of people get tripped up. It’s nice to put a list of links on the back of a mobile wallet pass but without some thought to the order and text captions, you’re not likely to get much of a response.
Are you looking for Facebook traffic? Do you want the prospect to visit your local business? These are two completely different CTAs (Calls to Action) and the approach for one would not be the same as the other.
Take a quick look at the back of this pass (which belongs to a real estate agent, in case you’re wondering) –
Since the front of the pass features a specific property, the agent would like the prospective buyer to do three things.
- First, look at the virtual tour of the property. Second, check out the agent. Third, call the agent, or have the buyers agent contact him.
Obviously our real estate agent isn’t looking for Facebook traffic, doesn’t care if people read his blog, or anything else that does not pertain to the specific property he has listed and wants to sell. His mobile wallet strategy is all about getting the potential buyer to spend more time looking at his listing.
#2 – Be clear and concise with how to take the action.
Don’t expect your prospect to know what’s in your mind. In the example above, if the agent HAD listed his Facebook page before listing the virtual tour link, the prospect would likely go to the Facebook page instead of the virtual tour.
Apps triggered by the pass offer the user the option to return to Wallet at any time, but not everyone notices the link in the upper right, especially folks who aren’t smartphone savvy.
#3 – Don’t distract the user.
Looking again at the example above, there are no wasted words in the descriptions.
People have short attention spans and writing flowery or overly long text descriptions with the links pretty much insures that your prospects won’t actually read what you’ve written.
Your mobile wallet strategy should mimic the pass itself – simple and easy to follow.
#4 – Don’t use too many links on the back of the pass.
Again, short attention spans and long winded explanations and lists do not create the perfect storm of opportunity for optimum responses.
- Select the URLs, app triggers, map, phone, email, etc that will move you one step closer to your results and leave the clutter to someone else.
Let’s look at another example –
This is a pass for the Tommy Chong podcast, and it’s a perfect example of a focused pass that doesn’t use any clutter on the back. The point of the mobile wallet pass is to update listeners when a new Tommy Chong podcast episode is released; the audio channels for the podcast and a link to the producers page are the only links on the back.
[Tweet “Makes it simple for a listener to understand what they are supposed to do, no?”]
#5 – Don’t forget to use the front of the pass to drive traffic to the back of the pass.
This one should be a no-brainer, but we’re surprised by how many people miss this one, especially when they’re new to mobile wallet marketing and haven’t yet learned how to solidify a mobile wallet strategy for their campaigns.
Always, always, always, include a directive on the front of the pass telling the user how to get more information from the back of the pass.
In case you didn’t notice, we also have the Share link QR code on the front of the pass as well – I wonder what we want the user to do with this pass…
If a user can’t figure out what to do with the mobile wallet card or digital wallet pass, they won’t do anything.
We were we oh-so-sad when Android Pay wallet cards showed up. They have no backs on them, which effectively reduces their effectiveness to slightly less than zero from a Call to Action perspective. There is no action you can take, so there’s no reason to bother creating passes for Android Pay.
(And that, in a nutshell, is why we switched to using generic third party Android apps instead of Android Pay)
If you actually follow these 5 simple tips, you should see your response rate go through the roof for your digital wallet passes, and you should see the CTA responses from the back links also start to climb noticeably.