The ‘decision devices’: the rise of m-commerce and importance of optimising your site for conversion

Friday November 18, 2016 | Posted at 12:08 pm | By Dan Hawkins
November 18, 2016 @ 12:08 pm

Mobile Commerce (m-commerce), as expected, has continued to grow rapidly this year. Surprisingly though, many consumers who use it as a shopping channel still don’t convert through this medium. Mobile is monumental, and getting even bigger. But if retailers don’t use this channel, they could be missing out on 6.6 bn a year. This can be accompanied by the scary statistic that not having an optimised mobile site is the equivalent to closing your shop for one day a week, losing sellers 24 hours of business. Having a standalone desktop website just isn’t enough anymore. Retailers need to optimise their mobile store sites to make the mobile process more transactional and functional in ‘real-time’.

Research from Wolfgang Digital suggests that there is a high correlation between the rate of traffic mobile devices creates and the product’s overall conversion rate (regardless of whether the end device is a mobile). Following this rule, if visitors coming in from mobile devices are above average, then your conversion rate should also be above average. The means experience is extremely important to the overall buying process. Almost half of consumers (40%) feel the mobile experience should be improved. On the other hand, 20% of millennials say that poor mobile experience would give them a negative view of a business’s products. So, what can retailers do to change this?

Creating a responsive mobile site is something every seller should be thinking about. It won’t take much time to tweak website code to make buttons and forms clearer on smaller screens. Making these quick changes to the interactive elements on your site doesn’t have to be time consuming, but will have a big effect. Ultimately, your aim should never be to build a completely new website but optimise your current one. Remember as well mobile is much more instant than other channels so the customers need to come away feeling positive. Answering queries on social media and replying to complaints on review sites all help with this ‘real – time’ experience.

Mobile is a big part of the shopper’s journey, with more and more customers using it as a medium to convert, as well as to research products before they buy. Retailers still need to do more to improve the mobile experience for their customers, with optimisation for mobile sites being essential. With businesses naming mobile as ‘the decision device’, and more consumers than ever making this a top priority in the product sales journey, it’s time retailers took note.

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