How to drive mobile purchases this holiday season

Q4 is the busiest shopping season of the year, both online and off. Mobile commerce is on the rise, but there is still a gap between how much time people spend shopping on their devices and how much and how often they actually buy. Online sales account for less than 10 percent of the total global retail market. But trends may be shifting, and that spells opportunity for digital marketers.
An increasing number of consumers are making purchases online. Just look at Cyber Monday, which set a new online sales record in the US. Since people spend so much of their device-using time in apps (86 percent of it, to be exact), one of the best ways to drive purchases this season is by focusing on your mobile app strategy. Here’s how to drive mobile purchases during the holidays, and all year long, as well as some common app marketing mistakes you should avoid.