Online shopping via mobile devices (mobile shopping with smart phones) is now the holy grail of e-commerce. The device usage statistics clearly show that we must focus on mobile, however, the purchase statistic point to a big gap between browsing and buying.
This is the second post in a 2 part series. (Part 1 can be found here)
Comscore recently released the whitepaper “The M-Commerce Gap: Why Dollars Continue to Lag Shopping Behavior on Mobile” (Download available here). This report takes a look at the huge gap between mobile-based shopping or browsing and actual purchasing. The report states that in Q1 2015 while 59% of digital shopping time was done on smartphones and tablets only 15% of e-commerce transactions results from mobile devices. Comscore calls this the “M-Commerce Gap”.
Fortunately the steps to bring mobile users a step closer to becoming customers are within reach for SMEs. The nutshell version is reduce the friction points to m-commerce. Here are a few things to evaluate your website:
1. Page load speed:
This should already be a top concern for your website as Google identified it as a ranking factor. However, it’s uber important now with the potential for slow mobile connectivity. Trim the fat and check your ISPhosting regularly.
2. Replace unplayable content:
Embedded or proprietary video players may not work on mobile devices. Use HTML5 standards for videos and animations
3. Eliminate non-native image boxes:
You may have loved the effects or options that slideshow plug-in gave your website however it time to simplify.
4. Beware of Flash:
Flash has quickly become a pain point for mobile. Avoid it.
5. Don’t ask for too much input:
Unless you are only selling to teenagers, keep difficult typing in mind. Offer guest checkout and simplified form options.
6. Easy payment choices:
Ensure that payment friction is removed by offering user-friendly & trusted payment options.
Here’s Google’s guide to Mobile Friendly Websites. There’re lots of tips and it’s largely done in a not too technical way.