For any e-commerce business, there's a temptation to invest in tools that provide better customer insight, from business intelligence to web analytics. The problem is that getting results takes time — and the company then lacks the money needed to implement the required changes. Yet there are some obvious, fundamental steps that should and could be taken that don't require complex analytics that will improve the performance of every e-tailer.
Retailers have spent millions of dollars and countless hours ensuring consumers are able to view pages and navigate their e-commerce site on a mobile device. This is all very well, but the minute a consumer decides to make a purchase it becomes clear that the attitude of facilitating mobile commerce hasn't yet permeated to the checkout page. Consumers are still required to enter their billing and delivery address details on an awkward mobile keypad or screen, making the risk of lost patience and abandoned carts very real.