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Recent research by IMRG and Capgemini on Ecommerce sales trends in the UK stated that 23% of all online retail sales in Q2 2013 came from mobile devices. And of these, tablets accounted for 85%. The dramatic headline was:
"Sales via Desktop flat-line as sales via mobile devices now account for all online growth"
However, an interesting turning point here is that, 2013 saw smartphones go through a greater rate of growth in terms of mobile transactions. This being the case, you will know that it has become critical for online retailers to optimize their e-commerce websites for mobile.
Here’s a list of issues to consider, or best practices, based on our experiences, that will help you provide a better shopping experience that meets the expectations of online mobile shoppers.
According to a recent survey by Accenture, 65% of multi-channel shoppers are reported to prefer using web for researching before making a purchase in person at a store.
Failing to anticipate and adapt to such changes in the way online shoppers consume media could mark the beginning of the downfall in e-commerce. As consumers view multiple streams of content simultaneously on different devices, engaging them with a seamless multi-screen shopping experience has become highly crucial these days.
According to a recent Harris Poll, two-thirds of shoppers abandoned their online purchases on mobile devices due to poor checkout experiences. And while 47% of these shoppers said that the checkout process was too long, 41% of them blamed it on not being mobile optimized.
A recent study by SeeWhy, a major player in real-time e-commerce shopping cart recovery, states that alternative payment options such as Paypal, Google Wallet and MasterCard MasterPass have resulted in 101% increase in conversion rate from smartphone users. Moreover as on July 2013, 34 percent of U.S. online shoppers are reported to have Paypal accounts as per a recent survey conducted by SeeWhy.
One of the biggest drawbacks of selling online or on mobile is that customers cannot feel the product or try it before they make a purchase. Consumers are generally drawn towards e-commerce stores that give them a good sense of the product that they are buying.
A study by Invodo states that 52% of online shoppers said that product videos make them more confident about their decision to buy. Among them 45% of consumers are reported to have watched 5 or more product videos in the last three months.
The small display on mobile devices makes it difficult for consumers to understand the product entirely. Especially in the case of e-commerce websites that takes shoppers to a separate product subpage to view a zoomed-in image.
Often, this results in shoppers discarding products due to the lack of vital content such as Product Description, Product Specs and User Review which are available on the main product page alone.
Consumers often look to their family or friends for product recommendations.
According to a recent study by Business Insider, shoppers who use mobile devices are twice as likely to share content on social networks as opposed to those on desktop.
As mobile becomes an important channel of revenue for retailers, optimizing your e-commerce websites for mobile has become of utmost importance. How many of the above mentioned features have you applied on your website? Are there any other best practices that your e-commerce website follows? Share your thoughts in the comments below.
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