Why Aren’t Mobile Conversions As High As Desktop?
With mobile finally overtaking desktops for the primary way people spend time shopping, it is very puzzling to understand why aren’t mobile conversions as high as desktop?
In 2015 mobile finally made it over the hump capturing just over 50% of the market share for the method primarily used for online shopping. Estimated currently have that number hovering around 55%. However, mobile’s share of online purchases is only about 15%.
What the heck?
Just as concerning are the conversion rates, which typically has mobile converting about one-third the number of people that desktops do. What exactly is wrong here? Why aren’t mobile conversions as high as desktop?
Inside the Numbers
As disturbing as those numbers already are, here is more food for thought – a decent percentage of those purchases and conversions belong to a handful of retailers. Amazon leads the way as the behemoth of online shopping, offering superior service and functionality from both their website and their app.
Included in that group has to be Target as well as other big name retailers that have invested money in websites that perform well for either desktop or mobile so that consumers have no issue making a purchase on either.
To us, that indicates that mobile sales are in even worse shape than people might think if you aren’t one of the retail behemoths.
So what can you do about it?
Reasons People Aren’t Buying Online
There are a handful of reasons why people will buy on Amazon but might not feel as comfortable buying products or services from you. Let’s run down the list:
- Security – This has always been a concern with online conversions; keeping data safe. While well-established companies face less of these concerns, other businesses aren’t so lucky. Whether real or not, security concerns exist for a good sized portion of consumers, especially older demographics, which makes it much less likely they will use a mobile device for a transaction. The only way to combat this is by showcasing what you have done, are doing, and will continue to do to safeguard a user’s information.
- Slow Load Times – I don’t know about you, but one thing that stops me from making a purchase from my phone or tablet is because often it takes too long. Most people expect a page to load in 2 seconds or less. Every second beyond 2 increases your bounce rate exponentially. Make sure to check load times on every single page and then do you best to get those times down, or don’t be surprised at those low conversion rates and abandoned shopping carts.
- User Interface – Another pet peeve of many users is a clunky interface. From difficulty navigating between screens to having a hard time entering account information, any sort of problem or delay that compounds that time it takes to complete a transaction causes frustration which leads to fewer conversions. Sites should be simple, straightforward, with pages easy to understand or navigate. Entering information into fields needs to be easy as you must understand the limitations of working with a small screen. These are critical aspects that need to be fully tested from a mobile user’s perspective.
- Visibility – You have to see everything! Obviously the biggest drawback with a mobile device, either phone or tablet, is screen size. That means product images are already going to be harder to see which makes it harder to judge them. Next you often have text that can be too small to read. Finally, sites that aren’t properly optimized for mobile can suffer from issues such as content that is unplayable, images that get cut off and fonts that don’t display properly. In all of these cases you will lose conversions if the consumer has any problem seeing important aspects. Imagine if you walked into a store and someone kept covering your eyes. Would you want to buy something?
The bottom line is that there are some very good reasons why mobile conversions aren’t as high as desktop. All of these reasons can be overcome if you take the time and energy to do so and you only have to look at the biggest online retailers to see that it is possible. In the long run, not making changes that will increase conversions will cost your business money as people will look for a business that can provide them the great user experience they want when they are shopping from a mobile device.