Over the last few months, Forrester has done a lot of research with many retailers on mobile web and checkout experiences, which has led to a conclusion that too often retailer's mobile web experiences are just smaller, mirrored images of their desktop experience. That means that many mobile checkout experiences aren’t fully optimized and are not taking a full advantage of things like streamline task flows, biometrics with the new devices and many of the instant payment options.
When retailers are asked why aren’t they focusing mobile optimized experiences, or is this a scenario they’re ignoring, the typical answer is - that they focus more on their app or they are swamped with managing updates to their desktop sites. Many retailers have done responsive web design and have optimized a few things, but the majority of the retailers haven’t seen the conversion rate being as high on the mobile web as on their app or their desktop site.
Thus the conversation often turns to - Can we do better? Is there an ROI around this?
Can Mobile Optimized Experiences Increase the Conversion Rate?
The answer is - yes, and Forrester Research supports that. There is a tremendous opportunity to gain new conversions with mobile optimized experiences. It’s of crucial importance right now, as the data is suggesting that the global web is becoming a majority mobile in the next few years and mobile traffic is outpacing desktop traffic.
In 2017 alone nearly 5 billion individuals will use mobile phones and 50% of the global population are currently smartphone users.
Data a from a recent Mobile Payments Forecast indicates that this traffic is turning into buying.
It’s happening for different reasons all over the world. Here in the U.S., we’re getting better devices, bigger screens, faster processing speed, faster networking speed and that is driving us to do more of our shopping and buying on mobile.
In other places around the world, say India, consumers are coming online for the very first time, not through desktop or desktop device but their mobile device and that is our gateway of transacting and interacting with the world now.
And you might say - that’s great, I have a mobile app, and we’re well positioned to capture that growing trend. But we see a problem with just having a mobile app and focusing on the mobile app.
88% of U.S. smartphone owners’ time is spent in five downloaded apps.
Think about your use of mobile apps and you will be able to relate to you consumer’s experience on a mobile device. We use a couple of social media apps, messaging apps, perhaps a work productivity app, email and potentially another app or two. It’s highly unlikely that you’ll get your prospects to download your app. Very few customers use them for shopping and buying. Unless your customers engage with you frequently, or you're Starbucks, an airline or a hotel, it’s going to be tough to get those app downloads.
Consumers prefer apps for things such as listening to songs, visiting social media sites, checking bank balances. But in the realm of shopping and purchasing a product - results are pretty much the same for an app and a mobile website. However, when it comes to researching the products, looking up reviews and pricing - there is a much higher preference for using a mobile website than a mobile app.The argument then is that if we created mobile optimized experiences and made the mobile website better to buy on, then consumers would have a higher preference for that.
In recent research studies, Morgan Stanley and Forrester Research both have found that mobile browser traffic is two times bigger than app traffic and it’s growing faster too.
So the question no longer is how important is mobile. It’s how do you engage mobile users throughout the customer journey and provide them with compelling mobile optimized experiences on which they come to rely?
That is something we can help you with. Learn more about how you can deliver better mobile experiences with Moovweb and check back for our next post on how to increase your conversion rates and overall mobile performance by fixing your mobile checkout process.