Truth About Mobile eCommerce Conversion Revealed

 30 Nov, 2019

The Internet has moved to mobiles and there is no doubt the trend is here to stay. If you think otherwise, then when you happen to be in any public place just notice the number of people who are glued to their mobile screens.

And, it is not always the social media. People are becoming increasingly dependent on their mobile phones for making simple searches, looking for destinations, or some nearby stop shop, and of course the mobile apps. There are many statistics driven by umpteen surveys and market researches that support these facts.

This is the primary reason for the sprawling of eCommerce businesses. But do all websites do well? Are all eCommerce businesses thriving?

Scope of eCommerce Business

What is the future of eCommerce like?

Going forward, it is going to be amazing for the world of eCommerce. If you are planning to set-up one for yourself then you may be looking at a growth rate of 265% by 2021. that’s how the eCommerce conversion rates gonna shoot. This is huge and means the scope is bright. No wonder the internet is growing by the day with almost 380 websites being added every minute. So, by the time you end up reading this blog, there will be around 1600 new websites being added.

But do all websites do well?

Will all eCommerce businesses thrive?

It is both exciting and scary. Honestly! Risk is high but it can be tamed if you know how to play. As a business, you need to tighten your seat-belts and gear up for the magic. It has been predicted that the global eCommerce market will be taking over the retail segment. The game is not easy and there will be a lot of bends and turns full of surprises. Latter can come from Google, government and definitely from the competitors.

The businesses will have to work out possibilities as per the most plausible trends of 2019. One of the most dominating trends is the switch to the mobile platform. We all saw that being adopted by businesses. There is an obvious growth of mobile internet users. The growth was to such an extent that the numbers on mobile soon surpassed the ones present on the desktop.

How to Generate Mobile Ecommerce Conversions?

Despite the growth of internet traffic on mobiles, businesses are not able to record an equal rise in conversions for the same. It has been noticed that the number of incidences of abandonment of cart and bounce rates is way higher than that recorded on desktop versions of their apps or websites. What could be the possible reasons for this trend? Just think deeper. If people are opting to shop on these websites on a mobile interface, why is it that they do not end up in making a purchase?

mobile e-commerce business

What keeps them away from the same?

It has been a while since smartphones hit the market. Ever since then there has been a huge growth in the number of websites and other businesses on the internet. People have become much more experienced in terms of using the internet and more adept at online shopping. There have been many apps that have completely leveled up the game in terms of customer experience and other expectations when it comes to the complete user experience.

Many eCommerce websites are still not equipped to deliver an optimized experience on mobile phones. As a result, they take a severe hitting despite the investment.

So how can mobile experience be optimized for the best Mobile Experience that can maximize conversions for businesses?

How do You really Optimize for Mobile Experience?

  • Responsive Web Design: First things first. Responsive website design is your ticket to great customer experience. Every business that is looking at sustainability for the future is looking at responsive web designs. People are now not only looking for compatibility for one platform but for multiple ones.

They do not only want things to run but also run well. It might sound crazy but going ahead, things will get even more complicated.

It’s all madness as you may put it but as a business think, can you really afford to build your audience on one platform and leave it on another?

Of course not. How is it that businesses will make these transitions?

Responsive website design is your answer. This approach lets you handle multiple platforms for your online business. It helps in designing the website as per the user behavior and environment based on screen size. Whenever a user makes a shift from the desktop to iPad, the website adjusts its elements accordingly in terms of resolution, size of the image and other scripting abilities.

Hence it is an age when the web designs have to be revolutionized for optimum experience and this cannot be compromised.

  • Fast Navigation: Being an internet user, you might have come across various apps and websites that often leave you confused as to what next? Imagine, you have already spent time on selecting a few items, added them to cart while you were traveling and when it came time to check-out you could not find your coupon, or are directed to other page suggestions. How will you feel? Do you think you will have the patience to redo the whole process if you happen to lose your page or somehow things do not work out?

In most cases, you will not. People do not want to spend time on or even go back to the same experience which took so much of their time. Most likely you will lose that visitor forever and that so to your next big rival.

Another side to the same story is ill-defined landing pages. If you happen to like an advertisement and reach a landing page that does not take you any further, you are bound to get upset. So, the trick is to work on every single aspect of your business. Well- designed, and type-ahead kind of searches work best for mobile platforms. Remember, your online persona will be defined by the type of web experience you offer to your people.

  • Compelling Call to Action triggers: There is nothing to go subtle about it. This is your call to get maximum visibility and get people to see your business and know you more. There is nothing interesting if you keep it hidden in the text that makes no sense. Hence, the call to action has to be apparent. It has to be placed either at the top and bottom of the page. Why? Because ultimately you mean business and for your visitors, the whole effort of visiting your website and going through something becomes futile if there is no outcome to it. There has to be a step forward that will guide you through.

Many businesses keep their Call to Actions on the homepage itself or the landing pages. This is particularly done to give direct clues to the visitors to make a decision without much running around. It may sound too obvious but trust me, whosoever is online for making a purchase, knows that you are there to make a conversion. And, there is no point running in circles.

So, a good and a prominent call to action, especially on a mobile platform becomes highly essential.

  • Speed: Time is money, for you and for your visitor. If you are looking at faster conversion, your visitor is probably looking for faster ways of decision-making and selling. So, why add unwanted delays. In whatever you do or add to your website, just remember that it should ease out the whole process. Nobody looks for delays and appreciates them. Hence, the golden rule is to add prompts. They work. They add a lot to the comfort of your visitor to make a purchase. Take, for instance, if a mobile app is able to pick your location and auto-fills the Pincode, tests if the delivery is possible or not and even goes to suggest the next best option. There are many apps that have auto-fills for bank OTPs. Such a small prompt, but somehow the effect is huge.

Always keep in mind, when you are thinking about customer experience, it will be the little things that will make a massive impact. You don’t always need to have something impeccable or out of the box product but yes, a little attention to detail does the trick.

Even as a user, you must have stepped on apps and websites, where the product is something you do not want to miss. Here again, if you do not feel being cared for well, and are left to fend for yourself, you will soon lose interest in the product.

Many surveys have shown that filling in lengthy information forms and slips is a big put-off for many visitors. This may work in some cases on a desktop, but when on the go, over a mobile platform, it is completely unacceptable. Hence, you need to look for intuitive models that can auto-fill vital details from the browser of the user, saves a lot of hassle and time. This will definitely be well-received and appreciated. Many businesses allow social logins to avoid the process of going through any kind of user registration.

  • Security: When making any online purchase especially on a mobile platform, security becomes a prime concern for all. Many people, I am sure even you at some point in time, must have hesitated to punch in your credit or debit card details for buying something, on an unknown platform. This fear is not completely uncalled for. It is genuine and has to be acknowledged and well-factored in any check-out process.

It is because of this, many businesses have introduced Google, PayPal, or even the Apple accounts to enter their payment details and make payments. It is these providers that ultimately provide the vital customer details like shipping, billing addresses, hence completely wiping out the need for entering those details. Platforms like PayPal offers additional security to users. This helps in winning the confidence of the users, and it acts as a big trigger to make the purchase decision.

  • Page Sizes: Mobile devices have limited bandwidth to work on and any kind of web-page that uses fewer data to download, is always a plus point. Although the size of pages has been consistently increasing every day, the optimal limit of 1.64 MB for mobile pages cannot be ignored.

There again, if your website does not adhere to this, and has heavy pages that consume more bandwidth, of course, result in slower performance. If such issues crop up on a mobile platform, it definitely is a big put-off.

Research has suggested that such bloated pages are the result of heavy images that have not been optimized. There are many solutions available for the optimization of images along with hosting and solutions for auto-scaling. Even the presence of redundant code can immensely lead to heavier pages but this can be tackled for analysis and handling of the redundant code.

Summary

It is important for all online businesses to increase their conversion rates and generate more serious leads that mean real business. When life is making that shift to the mobile it levels up the customer expectations. The pressures keep mounting on businesses, as many join the bandwagon on a daily basis. There are many factors that can be worked on to make an influence. Responsive web design, resizing of the whole website, image optimization, lesser distractions, consideration for security and bandwidth are some of the changes that will make a lot of difference.

Business means getting people to like what you sell and make the whole experience smooth for them. How you do it is up to you but the best way forward today is to work on your mobile platform and optimize it accordingly. These will help you improve your website performance on mobile devices hugely and of course, do remember to share your experience with us.

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