What is the role of mobile devices in stationary or online commerce? In many cases, consumers view a product in the store and take it in visual inspection, but buy it elsewhere or online. This scenario is known as the dreaded “showrooming“. The products are considered at the exhibition space, but aren’t ultimately purchased. Common reasons for this are the additional values of e-commerce, such as: further product details, price comparison as well as ratings and recommendations of other customers. Increasingly, buyers are interested in using their smartphones for the mobile purchase of products so that they can quickly search the desired item or can pay them cashless with their credit card or related non-cash means. On the other hand, waiting times on busses or trains are often used for a little shopping tour on the smartphone or tablet as well as browsing sessions in the evening on the couch for the latest products at their favorite shop. These facts lead to the conclusion that many customers want to retrieve mobile content. According to StatCounter global data, mobile devices accounted 14 % of global web traffic in 2013, up from 3% in 2010. So companies would be well advised to make sure their online services are also available for mobile devices.
90% of all web pages are not yet optimized for mobile views, which quickly frustrates clients. Working with normal web sites on small mobile devices is not a pleasing experience. That is also documented by customer opinions of a recently published infographic of Demandforce (state: 03/2013), which refers to different current studies:
- 48% of users feel frustrated and annoyed when they visit non-mobile friendly sites.
- 67% of users are more likely to buy from mobile-friendly sites.
- 48% of users say that, when sites don’t work well on their smartphones, it makes them feel like the companies don’t care about their business.
- 61% of users are likely to leave quickly if the site is not optimized well for mobile devices.
According to customer surveys, the most important factors in mobilizing websites are mainly in providing contact information and a suitable user interface:
- 76% of customers are looking for the exact place of location with the opening times of the company.
- 61% of customers are looking for a click-to-call functionality in order to directly call the customer service by one click.
- 69% of customers are looking for bigger buttons on the mobile website to navigate more easily.
- 73% of customers would like to store their input data in order to reuse them directly at their next visit of the website.
In the conception of a mobile website or application for online commerce, the company should attach great importance to the usability and user experience. As a consequence, the conversion rate can be sustainably increased in mobile shopping and also ensures satisfied customers who would like to return to the online store for browsing and shopping.
Here is the complete infographic:
Click on the thumbnail to view original size.