7. The average shopper uses
10.4 sources
of information before
making a purchase.
- GOOGLE SHOPPER SCIENCES
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8. Using Cell Phones as a TV
‘Distraction Device’
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9. What We Are Seeing From Our Clients…
Traffic coming
25% from mobile
devices
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11. Remove
Mobile Barriers to
Tip Checkout
#1
Make It easy To
Complete the
Transaction
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12. CHECKOUT
Align Options To User Experience
Our study showed mobile users preferred “single click”
alternative payment options on mobile devices.
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13. ShopVisible: Alternative Payments Study
Web-Only Transactions
• 62% Credit Card
• 38% Alternative Payment
• 17% PayPal
• 13% Amazon
• 8% Google Checkout
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14. ShopVisible: Alternative Payments Study
Mobile Transactions
• 78% Alternative Payment
• 46% PayPal
• 32% Amazon Payments
• 22% Credit Card
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15. Mobile Optimize
Tip In-Site
#2
Search
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16. Case-Mate Mobile Commerce
Fast Filtering
Device type categories help
the buyer immediately find
what they’re searching for.
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18. Mobile Optimize
Tip Your Product
#3
Catalog
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19. Of U.S. consumers surveyed
allow no more than 15
seconds for a page to load
62% on their mobile device. The
majority expect speeds as
good or greater than
desktop.
- KISSmetrics
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20. A ONE SECOND delay in page
response can result in a
7% reduction in conversions
[ That’s $2.5 Million lost sales for an ecommerce site
making 100K per day. ]
- KISSmetrics
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21. Case-Mate Mobile Commerce
Reduce Page Load Times
Cached product images via
the ShopVisible CDN allow
pages to load quickly,
reducing search time.
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22. Mobile Optimize
Tip Your Emails
#4
For Mobile
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23. More email is opened on
MOBILE
than any other device.
36% Mobile | 33% Desktop | 31% Webmail
- Litmus
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24. Of U.S. consumers who have
made at least one purchase
using their smartphone have
56% done so in response to a
marketing message via
mobile email.
- ExactTarget
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25. Case-Mate Mobile Commerce
Readability Is Key
Ensure your emails get read
and acted on by using graphics
optimized for size and touch
when read on a mobile device.
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26. Keep Your
Mobile Cart
Tip Persistent
#5
Across
Devices
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27. Of females and 16% of males
abandoned a cart because
they wanted to complete the
26% purchase later.
- SeeWhy
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29. Takeaways 127%
• Post-PC / “Couch Commerce” is here to stay in a
big way. It’s huge.
1 in 7
• As we adapt to it, our behavior changes.
• As behavior changes, there are new ways to reach
90%
consumers.
• Mobile commerce meets the needs of consumers.
+50%
• Constantly learn from your consumer base.
• Embrace change!
13%
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Today’s consumer is plugged in, sync’d, integrated, you name it. They have the ability to access the information when and where they want so expectations have grown exponentially that you, as the retailer can meet that demand for at your fingertips access.
This on-demand accessibility of information came through in a recent Google Shopper Sciences report that found that the average consumer consumers 10.4 sources of information before making a purchase.
When we turned the lens to our own clients, we saw that 25% of overall traffic is coming from mobile devices.
With this tremendous growth in mobile commerce, consumers demand for an easy, positive experience continues to grow. So today I am going to offer you 5 tips that will help you optimize your mobile experience.
Tip # 1:Mobile device screens are small so it MUST be easy and intuitive for the mobile visitor, otherwise you risk them abandoning their intended purchase.As the retailer, you have to remove barriers to conversion….again, it has to be easy or they will not complete their action.
A critical piece in the transaction is checkout. They have selected a product so could not be any more primed. If you throw up barriers that complicate the checkout process, you risk generating frustration and possible cart abandon.Align options to the user experience. Alternative payments such as PayPal and Amazon take advantage of pre-existing profiles/accounts, so eliminate the need to fill out a checkout form – and we all know that form completion on a mobile device is not the easiest thing to do.
At ShopVisible we performed a study by looking at the transactional data on our platform. We found that when a transaction was performed on the web62% were completed with a credit card- and only 38% were completed with the selection of an Alternative Payment such as PayPal or Amazon
But when we looked at mobile traffic we saw a dramatic reversal of the dataWhen a transaction for performed on a mobile device:78% were completed by the use of an Alternative Payment sourceAnd only 22% were completed with a traditional credit cardThe data supports the idea that ease of checkout on a mobile device is critical.
Tip #2:Optimize In-Site Search
Extending on the ease of use theme from Tip #1, consumers have to be able to find what they want easily or you risk losing them to your competition. This is even more evident in the mobile environment.Ensure that the presentation of your products makes sense in the mobile environment.
The example here is our client Case-Mate who offers an enormous selection of mobile device cases and accessories. Here they ensure easy and direct access by implementing device type categorization at the top level. This approach quickly gets a visitor to the exact type, style and color that they want.
Tip #3Optimize your product catalog to ensure that your mobile pages render quickly.
Today’s consumers have very high expectations.KissMetrics reported that 62% of US consumers expect mobile pages to render at an equal to or greater than speed as their desktop!
And delay can translate into lost revenue. The same group, KissMetrics reported that a 1 second delay in page response time can lead to as much as a 7% drop in conversions. For an ecommerce site generating $100k in sales per day, that 7% reduction equates to $2.5 million in lost sales per year.
When creating a mobile commerce experience make sure that you are optimizing your product catalog. Our client Case-Mate has a very large inventory of mobile device cases and accessories. When you multiply the number of different device types, by the number of different styles and the number of different colors, you can see that they are working with a very large inventory number.So they made a strategic decision to only push their top selling products to their mobile site. In addition consumers of their products need to “see” their products, so imagery is key in creating a conversion. To this end, content management via a CDN (content delivery network) is critical. Each image is cached and stored to render quickly as the user navigates through the mobile site. This ensures that the consumer receives a rich, visually enhanced shopping experience and reduces the risk that you lose them to your competition due to slow image downloads.
Tip #4
The convenience and always on accessibility of a mobile device make it the perfect medium for consumers to quickly check their email so it comes as no surprise that reading email on a mobile device has surpassed the desktop. But this doesn’t mean you simple take your standard email, send it as is and assume it will be read on your buyers mobile devices.
Emails sent to mobile devices should be optimized for the mobile experience. Screen sizes are smaller so don’t overwhelm with text, instead catch attention with graphics that are optimized for the size of the mobile device as well as for touch. Make it easy to take action directly from the email – as this example from Case-Mate shows, a single shop now button brings the visitor from the email to the mobile site – creating an integrated experience.
Tip #5Don’t lose them, keep your cart persistent across devices.
There is no question that people are busy. How often have you started something, had to put it down and return to it at a later time. The same is true of commerce transactions. If someone has gone so far as to add something to their cart there is a very high likelihood that they are in a buying frame of mind. According to See Why a quarter of female shoppers and 16% of male shoppers abandon a transaction because they wanted or needed to complete it at a later time.
By making your cart persistent a shopper can start the transaction on one device. Come back on a different device and the cart has retained the product selection. No need for them to search and select, you have removed barriers and made it easy for them to take the final act of conversion.
