Almost everywhere we go, our mobile devices come with us. Mobile phones are the most portable of all internet connected devices and, in a few taps we can access any website or app we choose. Presently, over 80% of internet users own a smartphone and the time spent on our mobile device surpasses desktop usage.
Why is there a large difference between mobile and desktop retail conversion?
Many organisations are yet to streamline their website and because it is often incompatible with mobile this contributes to a negative user experience.
These factors below create an undesirable interaction for consumers-
- Screen size- Small screens are harder for consumers to navigate, prompting dissatisfaction because of inefficiency.
- Poor optimisation- An organisation’s desktop website should not be the same as the one on mobile as this greatly minimises functionality.
- Perceived lack of security– Consumers are concerned for the security of their data on mobile, increasing their hesitancy to purchase.
- Speed- Mobile users want immediacy, so a slow website can cause them to give up on a purchase.
Due to the proliferation of mobile, it is essential for digital marketers to think mobile first.
Currently, mobile is mainly utilised as a research tool for retail, so there is a need for digital marketers to strategize how to motivate consumers to progress from their online shopping cart to a finalised order.
Ultimately, if digital marketers devise their mobile UX to overcome the flaws listed above, I believe this will convert traffic into sales.
How often do you purchase a retail product on your mobile device, what prohibits you? Do you think if retail organisations optimise for mobile this will increment profit?
Please comment below-