Today’s consumer is plugged in, sync’d, integrated, you name it. They have the ability to access the information when and where they want so expectations have grown exponentially that you, as the retailer can meet that demand for at your fingertips access.
This on-demand accessibility of information came through in a recent Google Shopper Sciences report that found that the average consumer consumers 10.4 sources of information before making a purchase.
When we turned the lens to our own clients, we saw that 25% of overall traffic is coming from mobile devices.
With this tremendous growth in mobile commerce, consumers demand for an easy, positive experience continues to grow. So today I am going to offer you 5 tips that will help you optimize your mobile experience.
Tip # 1:Mobile device screens are small so it MUST be easy and intuitive for the mobile visitor, otherwise you risk them abandoning their intended purchase.As the retailer, you have to remove barriers to conversion….again, it has to be easy or they will not complete their action.
A critical piece in the transaction is checkout. They have selected a product so could not be any more primed. If you throw up barriers that complicate the checkout process, you risk generating frustration and possible cart abandon.Align options to the user experience. Alternative payments such as PayPal and Amazon take advantage of pre-existing profiles/accounts, so eliminate the need to fill out a checkout form – and we all know that form completion on a mobile device is not the easiest thing to do.
At ShopVisible we performed a study by looking at the transactional data on our platform. We found that when a transaction was performed on the web62% were completed with a credit card- and only 38% were completed with the selection of an Alternative Payment such as PayPal or Amazon
But when we looked at mobile traffic we saw a dramatic reversal of the dataWhen a transaction for performed on a mobile device:78% were completed by the use of an Alternative Payment sourceAnd only 22% were completed with a traditional credit cardThe data supports the idea that ease of checkout on a mobile device is critical.
Tip #2:Optimize In-Site Search
Extending on the ease of use theme from Tip #1, consumers have to be able to find what they want easily or you risk losing them to your competition. This is even more evident in the mobile environment.Ensure that the presentation of your products makes sense in the mobile environment.
The example here is our client Case-Mate who offers an enormous selection of mobile device cases and accessories. Here they ensure easy and direct access by implementing device type categorization at the top level. This approach quickly gets a visitor to the exact type, style and color that they want.
Tip #3Optimize your product catalog to ensure that your mobile pages render quickly.
Today’s consumers have very high expectations.KissMetrics reported that 62% of US consumers expect mobile pages to render at an equal to or greater than speed as their desktop!
And delay can translate into lost revenue. The same group, KissMetrics reported that a 1 second delay in page response time can lead to as much as a 7% drop in conversions. For an ecommerce site generating $100k in sales per day, that 7% reduction equates to $2.5 million in lost sales per year.
When creating a mobile commerce experience make sure that you are optimizing your product catalog. Our client Case-Mate has a very large inventory of mobile device cases and accessories. When you multiply the number of different device types, by the number of different styles and the number of different colors, you can see that they are working with a very large inventory number.So they made a strategic decision to only push their top selling products to their mobile site. In addition consumers of their products need to “see” their products, so imagery is key in creating a conversion. To this end, content management via a CDN (content delivery network) is critical. Each image is cached and stored to render quickly as the user navigates through the mobile site. This ensures that the consumer receives a rich, visually enhanced shopping experience and reduces the risk that you lose them to your competition due to slow image downloads.
The convenience and always on accessibility of a mobile device make it the perfect medium for consumers to quickly check their email so it comes as no surprise that reading email on a mobile device has surpassed the desktop. But this doesn’t mean you simple take your standard email, send it as is and assume it will be read on your buyers mobile devices.
Emails sent to mobile devices should be optimized for the mobile experience. Screen sizes are smaller so don’t overwhelm with text, instead catch attention with graphics that are optimized for the size of the mobile device as well as for touch. Make it easy to take action directly from the email – as this example from Case-Mate shows, a single shop now button brings the visitor from the email to the mobile site – creating an integrated experience.
Tip #5Don’t lose them, keep your cart persistent across devices.
There is no question that people are busy. How often have you started something, had to put it down and return to it at a later time. The same is true of commerce transactions. If someone has gone so far as to add something to their cart there is a very high likelihood that they are in a buying frame of mind. According to See Why a quarter of female shoppers and 16% of male shoppers abandon a transaction because they wanted or needed to complete it at a later time.
By making your cart persistent a shopper can start the transaction on one device. Come back on a different device and the cart has retained the product selection. No need for them to search and select, you have removed barriers and made it easy for them to take the final act of conversion.
Leveraging Mobile Commerce
Leveraging Mobile CommerceIn an Omni Channel World
The Value of MobileCommerce To YOU –Key Questions to Ask Yourself…
How is Mobile Commerce Important to you?COPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 3
The GROWTH ofMOBILE COMMERCEMarket Data & ShopVisible’s Proprietary Data
Remove Mobile Barriers to Tip Checkout #1 Make It easy To Complete the TransactionCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 11
CHECKOUTAlign Options To User ExperienceOur study showed mobile users preferred “single click”alternative payment options on mobile devices. COPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 12
ShopVisible: Alternative Payments Study Web-Only Transactions • 62% Credit Card • 38% Alternative Payment • 17% PayPal • 13% Amazon • 8% Google CheckoutCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 13
ShopVisible: Alternative Payments Study Mobile Transactions • 78% Alternative Payment • 46% PayPal • 32% Amazon Payments • 22% Credit CardCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 14
Mobile Optimize Tip In-Site #2 SearchCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 15
Mobile Optimize Tip Your Product #3 CatalogCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 18
Of U.S. consumers surveyed allow no more than 15 seconds for a page to load 62% on their mobile device. The majority expect speeds as good or greater than desktop. - KISSmetricsCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 19
A ONE SECOND delay in page response can result in a 7% reduction in conversions [ That’s $2.5 Million lost sales for an ecommerce site making 100K per day. ] - KISSmetricsCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 20
Mobile Optimize Tip Your Emails #4 For MobileCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 22
More email is opened on MOBILE than any other device. 36% Mobile | 33% Desktop | 31% Webmail - LitmusCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 23
Of U.S. consumers who have made at least one purchase using their smartphone have 56% done so in response to a marketing message via mobile email. - ExactTargetCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 24
Case-Mate Mobile CommerceReadability Is KeyEnsure your emails get readand acted on by using graphicsoptimized for size and touchwhen read on a mobile device.COPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 25
Keep Your Mobile Cart Tip Persistent #5 Across DevicesCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 26
Of females and 16% of males abandoned a cart because they wanted to complete the 26% purchase later. - SeeWhyCOPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 27
Takeaways 127%• Post-PC / “Couch Commerce” is here to stay in a big way. It’s huge. 1 in 7• As we adapt to it, our behavior changes.• As behavior changes, there are new ways to reach 90% consumers.• Mobile commerce meets the needs of consumers. +50%• Constantly learn from your consumer base.• Embrace change! 13%COPYRIGHT SHOPVISIBLE LLC | WWW.SHOPVISIBLE.COM | 866 493 7037 29