If there is any agreement about anything in the mobile market, it is that mobile ecommerce sales are lower than on desktop computers.
Smarter devices like tablets and smartphones have a lower potential for conversions than desktop computers.
Monetate says that people using desktop computers convert at a rate that’s more than twice that of people using mobile devices.
Why doesn’t mobile convert?
There is no one answer as to why conversions are generally lower on mobile devices, though many agree that this is the case.
A common explanation for why people use their smartphones more for browsing or researching rather than buying is that the screens are smaller and it is difficult to buy something on a small screen. But this explanation is not satisfactory because it does not explain why this is happening.
A commonly held explanation is that tablets are more likely to convert because the people who use them are wealthy and tend to spend more money.
This is no longer true Most U.S. adults have one:
The third explanation is that people use smartphones when they are busy and don’t have time to shop. If people were not shopping on mobile, there would be no web traffic from smartphones to ecommerce sites.
A majority of traffic to websites comes from mobile phones. People do not only use their devices when they are “on the go.”
People are less likely to convert on mobile devices because the experience is poorer.
At UserTesting, we’ve been analyzing this problem for years. In thousands of user tests by e-tailers big and small, we see two recurring conversion problems:
- Some of the problem is inherent to mobile. Some features of mobile devices, especially smartphones, discourage purchasing. But that’s not the dominant factor.
- The purchasing experience on mobile devices is poor. As an industry, we haven’t adapted our sites to the needs of mobile.
We can talk about the reasons why these things happen and what can be done to improve the situation.
Some smartphone features hurt conversions.
There are two hardware limitations on mobile devices that make it difficult to buy things. One is obvious, but the other isn’t.
Screen size isn’t optimal for shopping
This is the obvious difference. Ecommerce generally benefits from desktop displays because they have more space to display information. Comparing products side-by-side is much easier for desktop users.
Buyers can easily find information that supports their purchase decisions, such as background information, reviews, and multiple images of products. Tools that help users navigate choices, such as filter buttons, are easy to find.
Mobile devices have small screens which makes it difficult to display all the supporting information at once. Making comparisons between products is more difficult for users, often resulting in missing or hidden supplementary information. Additionally, filtering tools are limited in scope.
Sometimes, users feel that they are not given enough information to make a purchase. In user tests, people commonly say they’ll finish purchasing on desktop, where more information is available, after starting on smartphone partway through the process.
I feel like there are usually more product photos when I view the store on my PC, so I’ll wait and complete the purchase there.
–Smartphone user in a test session by UserTesting
Network speed makes for (uncomfortably) slow shopping experiences
The other characteristic that limits conversion on mobile devices is their small size. Most desktop computers are usually connected to high-speed network connections through cables or WiFi. This means that they use the same data that is used for phone calls and texting. Most smartphones connect through the cellular data network, which uses the same data that is used for phone calls and texting.
Although cellular network speeds have increased a lot in recent years, they’re usually not as fast as most wired connections. A fast website is important for optimizing your conversion rate.
Although mobile devices are usually portable and more convenient, they don’t have as good of a connection as ones that are wired. This is because mobile devices have higher latency, meaning that it takes longer for them to load a web page or respond to a network request.
Guy Podjarny discovered that many responsive mobile websites still download the same payload as the desktop version, even though much of it is not displayed on the mobile screen.
When there is a delay in loading data, big downloads, and slow speeds, it can make browsing the internet a less enjoyable experience. We’ve found that even small delays can add up and cause frustration for users. That frustration, inevitably, results in fewer conversions.
Mobile vs. tablet users
Tablet conversion rates are lower than those of smartphones and computers because the screen size and latency issues make them less effective for shopping.
Tablets have a larger screen than smartphones, so users can see more information at one time. Tablets that connect to the network through WiFi typically have a faster and more responsive shopping experience.
More shoppers on tablets are converted to buyers when they have a desktop-like experience.
However, as Flurry’s research indicates (even though it is outdated), people use these devices differently.
When confronted with these predetermined restrictions, it is easy to give in to mobile conversion rates that are lower. Some companies have said that they have made mobile a lower priority and have given it fewer resources.
That’s a big mistake. It reminds me of companies that refused to get online 20 years ago or those that pretend social media doesn’t exist, even though it’s a big part of many people’s lives.
Before creating a mobile version of your website, find out how your visitors use mobile devices and what kind of experience they expect. This will help you design a website that meets their needs.
Workarounds to overcome the shortcomings of mobile
For example, give a mobile user the option to view an item on a website that is not mobile-friendly. We advise against compelling people to use the desktop version, but providing them with the option feels like a courtesy rather than an obligation.
It makes users feel better to know that they are not going to miss important sales information, so they are more likely to buy something using their mobile device.
If you’re creating a mobile commerce app, there are things you can do to reduce perceived latency:
- Pre-load information that users might ask for;
- Animation of buttons and other screen elements can sometimes be used to mask short delays while the network is accessed.
Most mobile ecommerce problems are not caused by screen size or latency. Instead of being caused by big problems, they are usually caused by small, unnoticed problems that companies make.
6 Tips to Optimize Your Mobile Site
1. Plan Your Site Layout
Once you have your content figured out, you need to determine the best way to structure it. Unfortunately, this can be a huge task to shoulder. You will need to design your app separately for both tablets and smartphones as these devices come in a range of different screen sizes and resolutions.
Therefore, responsive web design could be the best solution. Instead of creating one mobile template, you can design a site layout that is flexible enough to fit any screen size.
The layout of a “responsive” web design automatically adjusts based on the user’s screen resolution. A responsive layout will adapt itself to the requirements of the screen it is being viewed on.
This is a good technique for usability because it creates a consistent experience, no matter what browser or screen size you’re using.
You can learn more about creating responsive web layouts from Hongkiat.
Think about how long it takes for your site to load when you’re planning your responsive layout. You should keep in mind that mobile web pages take longer to load than desktop web pages. This means that you will want fewer pages that contain content that uses little data. Users of mobile sites do not want to go deep into the site to find the information they are looking for. It is important to have the information organized in a way that is easy to find.
2. Incorporate Branding Elements
Mobile marketing is a good way to continue your branding efforts. Even though your mobile site will be a lot more simplified, you’ll still want to incorporate the same branding elements that you have on your traditional site. This will ensure that your visitors can easily identify your site, no matter what device they are using. According to Social Media Examiner, this is important for two reasons:
- A mobile site is a brand touchpoint where customers interact with you, and like any other touchpoint, it should reflect and promote your brand’s essence.
- Incorporating a similar design on your mobile site will make users who are already familiar with your company feel like they’re visiting an old friend, which is an important consideration for your most loyal customers.
3. Utilize Your White Space
Adding more content to your website is a good way to give more information to your visitors. You will need to resist the temptation to do this, especially when it comes to your mobile site.
Many mobile websites fail because they lack white space. While it is important for mobile users to have a similar experience to desktop users, many designers try to make the mobile experience the same as the desktop experience. The problem is that mobile users want a different experience; they want one that is convenient and fast.
One way you can make sure your design meets these standards is to use enough white space. Leaving adequate space between elements is crucial, and as Blue Fountain Media says, “knowing when to be restrained can often be the deciding factor between success and failure.”
White space provides a cleaner, more sophisticated appearance. You can create a more effective website by using white space to replace banners, pictures, and videos. The placement of white space on a webpage ensures that users will be able to easily click on the buttons they’re aiming for, which will lead to more conversions.
4. Reduce the Need for Text Entry
Many people have difficulty typing on a small keyboard. It can be incredibly frustrating to type the wrong letters, and you don’t want people to think of your brand as being associated with annoyance.
CMS Wire believes that there are a few ways that can help avoid the issue of text. When it is possible, it is better to use a dropdown menu or a pre-populated field to enter information instead of a text entry field. If you want to make it easier for registered users to make purchases on your site, you could let them re-use their stored details or offer them the option to enter a PIN instead of a password.
-Incorporate QR codes to reduce text entry -Allow users to click on phone number to make calls instantly
There are various strategies that can make it easier to type on a smart phone.
5. Use Mobile Redirects
Make sure to use mobile redirects before you launch your site. These will direct a visitor to your mobile-optimized site when it detects the visitor is mobile. If you have a mobile site, you can use redirects to send mobile users to your mobile site automatically.
6. Include Links to Your Full Site
If you want to cater to mobile users who are looking for more information, you should make sure that your mobile site has the same amount of content as your desktop site.
Smashing Magazine suggests that it is beneficial to cross-link by including a link to the mobile site from the regular website, and also including a link from the mobile site back to the regular site. One way to do this is by giving users the option to choose between a mobile and desktop version of your site.
Conclusion
Mobile shopping is a new trend that is here to stay. An increasing number of people are finding it more convenient to shop from home rather than going to brick-and-mortar stores. Even people who still do most of their shopping in stores are using their phones to research customer reviews, product ratings, price comparisons, and other important information that helps them make purchasing decisions.
Mobile technology is here to stay, so you need to embrace it. If you do not make your site compatible with mobile devices, you will lose potential customers.
Making your website mobile-friendly can appear to be a difficult task, but it does not have to be. To create a mobile site that will make your customers happy and increase your conversion rate, it is important to stay up-to-date with current market trends and best practices.
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