If you had any doubt that mobile is where it’s at in terms of the influence it has on how customers shop and spend, these stats are compelling:
- Mobile coupon users will reach 4 million this year
- Mobile commerce sales are estimated to reach up to $77 Billion in 2015
- Mobile ad spend is expected to top $100 Billion worldwide in 2016
But studies show that conversion rates for mobile devices like smartphones and tablets are lagging behind the number of shopping cart checkouts made by consumers using their desktop computers.
What does this mean? First, that a lot of profitability potential is waiting to be had on mobile. Second, that there are a lot of tweaks to mobile site strategy and design you could be making to increase conversion and ensure more of those mobile dollars will be yours.
Here are a few basic things to think about when choosing to refocus your conversion strategy on mobile:
Do you show them that you value their time?
Some companies make the mistake of simply reproducing the same desktop checkout process for mobile devices. But, customer expectation for experience between desktop and mobile isn’t the same. Desktop users have more space and time to be online. Mobile checkout processes should reflect your understanding that your users are on-the-go and juggling a long list of priorities. The faster you can get them through checkout, the happier they will be with the experience.
- Keep it simple. Only ask for the information you need and offer 1-click checkouts for return customers
- Make the experience more intuitive. Add things like visual calendars and a Google Map plugin so customers can fill out shipping information quickly
- And, ensure any offers and page items load quickly
Do you hint at how well you know them?
Personalization continues to play a major role in improving the mobile shopping experience. Letting your mobile shoppers know in even the littlest of ways that you recognize them as members of a distinct shopping segment tells them also that you automatically care about everything around them (that they are on-the-go, interested in tech, time-aware, looking for deals etc).
- Use analytics to understand where your visitors are in their buying journey so you can respond with the right content and relative offers
- Provide mobile-only offers to ensure they feel unique and to help better track where some consumers drop off or jump onboard in their buying journey
Are you applying and watching the right conversion metrics?
There are a lot of mobile commerce key performance indicators out there that you can track to see just how much progress you are making on the road to conversion--including these 32 KPIs listed and described by Shopify. A lot of companies, however lose time and focus chasing too many of them at a time or ones that don’t provide the most relative guidance for re-targeting their conversion efforts.
mShopper chopped the list down to these top 7 mobile commerce KPIs. These top 7 reflect just what kinds of things mobile consumers are drawn in by and what mobile mistakes are turning them away.
One of these KPIs is Average Page Load Time which hearkens back to an earlier question asked: Do you show them that you value their time?
Though e-commerce isn’t the only industry faced with balancing the need to add increasingly inventive content (including video) while combatting the resulting slowdown in load times, it certainly has a lot more at stake.
Studies have found that 57% of consumers will abandon a page that takes longer than 3 seconds to load. Faster speed times, however, are resulting in exactly the opposite consumer action: conversion. In fact, one finding from 2015 page speed and performance research for top e-commerce sites showed that for every 1 second of improvement, Walmart.com experienced up to a 2% conversion increase.
Of course this is just one metric of the many KPIs you can follow and the many things you can do to optimize your mobile site for conversion.
If you want to ensure you can reach out to an increasingly mobile audience while the time is right—and to avoid abandonment issues—you have to pick a strategy and stick to it.
How much time do you have to get onboard? More than 3 seconds, but not much more.
If you’d like to find out how Strands Retail can help you optimize your mobile e-commerce site for increased conversion: