It’s official. Mobile is taking over eCommerce.
Smartphones were previously considered to be a platform for browsing or researching products. However when it came to actually buying, that was left to the realm of desktop.
Not anymore. In the UK, 48.9% of eCommerce purchases now take place on mobile; a significant rise from the 43% of transactions in 2015. (Source: Criteo)
Over-all, a huge two-thirds of eCommerce traffic is now from mobile.
And interestingly, it is smartphone transactions that have increased, while tablet transactions are decreasing.
So what should eCommerce vendors be taking away from this?
The answer is: a lot. More than ever it’s time to review your mCommerce strategy. Here are a few things to consider this year.
1.Get analytical about mobile
This is a good time to look at your analytics account and see how your phone and tablet users are engaging with your site. Are visitors converting? Are these users dropping off at any point during your conversion funnel? Do certain mobile pages have a high bounce rate?
The answers to these questions will give you a clear idea as to whether any work needs to be done.
It’s also highly worthwhile doing some usability tests to see how people interact with your site via smartphone. Can they find the items they want? Are there minimal ‘taps’ (these users like continuous scroll)? Are call-to-actions clear? Does the site instill trust and can users easily find the information they need?
It’s also worth noting that mCommerce is deemed less trustworthy than desktop. It is important that users can find any trust-building information such as your returns policy and contact details via mobile.
3. Mobile check-out
If you notice a low conversion rate on your mobile site, it may well be that your check-out is putting off potential buyers.
It is crucial that mobile check-outs are fast-loading, clear and simple. Use a trusted and reliable payment provider, and make sure you test the usability of the check-out process.
4. Are you employing personalisation on mobile, too?
Are your mobile users seeing personalised recommendations, and benefiting from the same level of personalisation as your desktop users?
If not, you’ll be seriously missing out on mobile conversions. Make sure your visitors are enjoying a personalised shopping experience – regardless of which device they’re using. Bunting‘s personalisation tool works seamlessly for mobile.
mCommerce is here to stay.
If you’re not already prioritising mobile then your potential customers are probably going elsewhere. mCommerce transactions are rising year on year, so it’s safe to say it is here to stay.
Remember to optimise and personalise your mobile store, and test everything!