Mobile conversion rates in a mobile-first world

Mobile conversion rates in a mobile-first world

We all know more people are using their mobiles to browse the web in addition to, well, traditional things like making calls.  However, for those eCommerce (or shall we say mCommerce) operators out there the question of how to convert sales from mobile devices gets a little more interesting.  This has really driven home for us recently whilst working with a couple of eCommerce clients that are seeing more than 50% of their traffic coming from mobile.  This might sound great, especially for those that have “mobile friendly websites”, but we would suggest taking a look at your mobile conversion rates before passing final judgement.  It’s certainly not unusual for mobile conversion rates to be only a fraction of those from desktop.  So, with many seeing mobile traffic continuing to climb each month, it may be wise to start planning some mobile-specific user experience changes.

The solution to this problem as you may have suspected is not going to be a one-liner, slash, implement this line of code, type of thing.  The bottom line is the way that mobile users engage with online retail is evolving rapidly and so to does the way we need to think whether a website is really “mobile optimised”.  Every aspect of the mobile experience needs to be seamless, and yes, that includes the checkout.  On the topic of the mobile checkout, Apple Pay (and the Android equivalent) is making a big impact overseas in regard to drastically decreasing abandoned cart rates for early adopters.  Yes, this is still in very early stages in New Zealand but we’d highly recommend you check whether your eCommerce platform supports this tech.  It’s only a matter of time before pulling out your credit card online (as well as in-store) is going to look as vintage as going the checkbook at the supermarket does today.

The checkout experience although vital, is of course just one component of the overall mobile experience.  Tracey Wallace from BigCommerce, has some great thoughts on this topic and many more – you can check out that piece here.