By Sue Brady
It’s common knowledge that mobile is playing a bigger role than ever in eCommerce, and it’s important to understand why.
I found some interesting stats from Criteo.com that show that consumers are using multiple devices and that a larger and larger number of those consumers are completing their transactions on a mobile device. They studied over 1.4 billion transactions and found that:
- A full 31% of all transactions happened on a mobile device in 2015
- 35% who used more than one device ultimately purchased using their mobile
- More than one device is used in 4 of 10 Internet transactions
- And, those that have multiple devices are 20% more likely (than the average user) to complete their transaction on their mobile device
- Mobile share of eCommerce transactions has grown from 27% in Q4, 2014, to 44% in Q3, 2015
- For mobile purchases, Smartphones outpace tablets (56% smartphone vs 44% tablet).
And all that only serves to highlight that if you take transactions on your website, your mobile site needs to be consumer friendly and mobile appropriate. And mobile appropriate doesn’t mean responsive. In fact, given this data, you should ensure that your mobile website makes it easy for a user to get to, and check out from, the shopping cart. That’s not always easy to do using responsive design so look into other approaches (like Adaptive Design for instance). Here’s a post I wrote a couple of years ago on why I favor adaptive design…and I still do!
Also, your website must load quickly. 40% of users will bail if your site takes more than 3 seconds to load. And each second over that sees an exponential increase in that bounce rate (source: getresponse.com).
In addition to mobile sites being of greater and greater importance, apps are gaining ground in mobile commerce. Again, more interesting data from Criteo: Of retailers that have over 25% of their transactions coming from mobile, their apps generate 58% of that mobile revenue. Their apps are converting at 3.7% times the rate than their mobile sites. And, order values were higher when a customer ordered via the app – higher than mobile browser and desktop buyers.
There are a number of online sources that give advice on designing mobile apps, and here’s a good one that covers the basics.
If you use email to sell, it’s important to know that 53% of emails are opened on a mobile phone or tablet (source: emailmonday.com). If you don’t have a mobile friendly view, almost everyone who opens your email will bail immediately. And if they open and click thru and land on a non-mobile friendly website, almost 60% will bounce!
Let this year be the year you focus on all things mobile.