Why do your mobile conversion rates still suck?
Looking at your mobile conversion rates on Monday morning makes you want to go straight back to bed? Well, you’re not alone. During last US holiday shopping season, while mobile accounted for around 60% of retail traffic, it only accounted for 18% of digital sales according to Comscore.
If you have your own retail app, maybe you think that mobile conversion is no longer your issue. You’re both wrong and right. Yes, mobile apps convert better than mobile web, more than 2 times actually according to Criteo latest report. Yet, except if you work for a top retailer like Amazon or eBay, you probably don’t have a large number of app users compared to your number of online visitors. So, you should still care about your mobile web conversion rate and try to figure out how you can improve it.
How can we explain the gap between visits and mobile orders?
As a user, making a purchase on mobile all too often resembles climbing the North Face of Mount Everest: it’s long, you have to be patient, and you’re never sure to make it. Five-step shopping carts, a difficult experience due to site redirection, forced account creation, slow page loads … so many friction points that are killing your mobile customer experience. No wonder that mobile conversion rates are 3 times lower than on desktop.
So what can we do to stop sending your customers to Amazon?
1. Capture customers at the “Time of Discovery”
First, if you want to increase your conversion rates on mobile, you should interact with your customers at the right moment: the moment of discovery. However, discovery has changed. The time when consumers came directly to the retailer’s site is no longer the rule whether it be in store, through your paper catalog or your e-commerce website.
Today, consumers find inspiration elsewhere, especially the generation of “Millennials”. The 18-34’s will now discover products on the latest Instagram post from Sincerely Jules, Desi Perkins’ Youtube Vlogs, The Blonde Salad’s blog post, or on shopping apps like Polyvore or Flayr.
You must be there when it happens, because it’s in these moments that consumer’s purchase intent is at its peak.
2. Offer a mobile checkout experience with no friction
Just being present at the time of discovery is not enough. When the consumer finally clicks on your product, you must offer a frictionless checkout experience otherwise he will drop-out. The Q4 2015 edition of Checkout Conversion Index published by PYMNTS estimates that:
Say hello to Tapbuy!
Tapbuy offers a frictionless checkout experience. We have developed a “direct checkout” solution that can immediately boost mobile conversion rates, with measurable ROI.
Our first trials have demonstrated promising results: Tapbuy can boost retailers’ mobile conversion rates up to 500%!
Tapbuy allows you to sell your products where your customers find inspiration, through a checkout experience perfectly adapted to mobile. How does it work?
- Customers can buy your products directly on the publisher’s platform (e.g. blogs, media websites, social networks, messaging apps, shopping apps…).
- Mobile checkout experience is fast and easy, shipping and payment info are saved once to allow one-tap purchase.
Tapbuy works across all your marketing channels. It works on Facebook ads, on mobile Adwords, on email, in a shopping app, in a blog article…well, on any site with ads.
Plus, it doesn’t require any technical integration efforts and is very easy to use with a simple URL that marketers can place anywhere.
Want to know more?
Don’t hesitate to visit our website and contact us at firstname.lastname@example.org, we will be happy to offer you a coffee to discuss your future “mobile success story”!
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