3 Ways to Increase Your Mobile Conversion Rate
Have you ever ordered a pizza while walking down the street and had it delivered by the time you got home? According to Forrester Research, mobile purchases are expected to generate $31 billion by 2016, a 39 percent growth from 2011. Since a large portion of mobile purchases will not be in-store, but rather "remote commerce," you need to think about how you not only drive traffic to your mobile site or app, but how you increase mobile conversion rates and take a piece of this growing sales channel.
While consumers are connected and want to shop on their mobile devices, friction continues to inhibit purchases. According to Shop.org's State of Retailing Online report, more than 69 percent of consumers abandon their shopping carts. Four in five experience problems when conducting transactions on mobile devices and 43 percent of those that experience problems abandon the transaction. The number of consumers who intend to buy on your mobile site or app that simply walk out the "door" is enormous. After you spend money to create a robust mobile experience, to have shoppers leave at the point of purchase is a massive wasted opportunity.
Imagine if you could capture more purchases from consumers who are already coming through your mobile channels. If you could get those existing visitors to transact, how much more in sales and profits would that generate considering you already have the sunk costs for the mobile app or site, marketing costs to drive the user to your store and more?
To increase m-commerce conversions, the consumer experience needs to be easy, fast and secure. Below are three simple rules that will directly impact how you optimize for mobile.
1. Make it easy. More than half of smartphone users (51 percent) are more likely to purchase from retailers with a mobile-specific website, but less than 5 percent of retailers have a mobile site. While often overlooked, a crucial step to ensuring mobile sales is to optimize your site for mobile devices so the shopping experience is as easy as possible for consumers.