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Key Tenants for a Successful Mobile Shopping Experience

Posted by Lisa Roberts at 12:08 pm in Mobile

Whether you are at your office, a restaurant, the grocery store, it’s likely that you are surrounded by fellow consumers who are also deeply engaged on their phones. Despite more than half of all online traffic and an average of 28% of all sales now stemming from mobile devices, the vast majority of retailers are struggling to reduce bounce rates and increase add-to-cart metrics. In our most recent consumer survey, we asked 300 shoppers about how they shop on their mobile device – their responses make it clear that they simply demand more from their mobile shopping experiences.

According to the shoppers we surveyed, they feel that mobile experiences are average at best. And 70% of shoppers are moderately to not-at-all-satisfied with retailers’ mobile site experiences – not an ideal statistic. Mobile spending hit $204 billion last year, and if retailers want to tap into the mobile commerce goldmine, it must be done methodically and with a plan.

The purpose of mobile capabilities in the ecommerce shopping cycle is still evolving, and as such the tools and usability best practices that serve shoppers the best are constantly developing as well. The greatest challenge for retailers lies in determining where and how to drive the quickest and greatest impact on overall ecommerce success. In the current mobile commerce environment, there are some no-brainer ways our survey uncovered to improve the shopping experience.

Understand where mobile traffic is being generated.

Retailers need to be able to see how shoppers are arriving at their ecommerce sites in order to evaluate where to invest development and promotion resources. Ensuring there are no “dead ends” on your landing pages is critical to give shoppers visiting your website a valuable experience. Considering that standard navigation is not meeting shopper expectations, alternative navigation options should be explored to engage and retain visitors you’re driving to your site, preserving acquisition costs and driving conversations.

Experiment with interaction design.

In a technology landscape that is constantly innovating and developing new solutions to retail’s biggest problems, it’s important for retailer’s to embrace that creativity and make experimentation a vital component in mobile shopping initiatives. Retailers should test new ways to let their shoppers explore products using what’s best about the mobile web, including the ability to swipe and tap rather than type or navigate desktop-style product hierarchies.

Make things easy to convert ANYWHERE.

When consumers are shopping using their mobile devices, you can safely assume they are looking for a quick and easy way to access the important buying information they need along with helpful visuals that make the shopping process as convenient as possible. Retailers need to make it easy to use mobile on their ecommerce sites and allow shoppers to purchase wherever they feel most comfortable. Mobile conversion should be a goal, but don’t let it keep you from offering your shoppers ways to save or share products they discover and intend to buy.

If retailers can understand the natural tendencies of their customer base, as well as the new types of customers they hope to attract, they can build an experience tailored for the mobile shoppers and evolve it at an unprecedented pace.

See the results of our full consumer survey: 5 Key Opportuities to Improve the Mobile Shopping Experience & Address Buying Challenges

lisa roberts
ABOUT THE AUTHOR

Lisa Roberts is a 15-year Ecommerce vet who’s worked with technology innovators, including Edgecase, who are building real solutions for hard retailer problems. Her experience working inside a retailer, agency-side and vendor-side give her a unique perspective on how to innovate at the pace of consumer evolution while remaining focused on delivering proven results.

Follow Lisa Roberts on Twitter @lisadoesaustin

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