Mobile First is here. How to prepare for Mobile Only.
Mobile First became a reality for online retailers in 2015 when phones surpassed computers in share of traffic to eCommerce sites. Three years on, Mobile devices have retained their status as the number one driver of traffic every quarter since.
But there is a gap. Mobile devices still trail computers in order share. As of Q2 2018, phones accounted for 42% of orders while computers led with 49%. Despite this gap, there is evidence that it phones are closing in on computers. In Q2 2018, mobile order share grew by 31%, year over year, while order growth from computers remained relatively flat at 3%.
The reality is that we are moving towards a Mobile Only world. A world where every touchpoint will begin, end, and be influenced by a mobile device. It is imperative that retailers optimize their sites for mobile now in order to stay competitive in this increasingly mobile and connected shopper journey.
In our recent Mobile Shopping Focus Report, we uncovered 3 main areas for mobile improvement: reducing friction, findability and Mobile First UX design. These recommendations are driving real results for mobile top performers and are the bedrock to a superior mobile shopping experience.
Mobile wallets reduce the checkout funnel
The reality of the current mobile buying experience is that it doesn’t align with the way modern consumers want to shop. That is, a journey made up of micro-moments that shoppers nonetheless expect to be fast and convenient. A big part of that convenience and speed is offering choices in payment, including and especially, mobile wallets.
When we look at retailers who have embraced mobile wallets, the results are clear: Mobile wallet shoppers spend about 90 fewer seconds on site than their conventional payment peers, yet convert at a rate twice high as shoppers who were offered only traditional payment methods.
Findability on mobile is key
Findability is the practice of connecting your shoppers to your products quickly and easily. It is critical to promote this on mobile, where sessions are fast and shoppers are picky. Here are our top tactics for improving mobile findability:
- Use search bars and keep them sticky. Search bars outperform icons in both usage and revenue, with bars seeing 15% usage and 29% revenue share. Encourage search usage by keeping your search bar pinned to the top of all your pages.
- AI product recommendations drive mobile revenue. Recommendations are incredibly impactful in the mobile shopping experience. While only 5% of mobile shoppers tap on a recommendation, these shopping sessions drive 29% of all mobile revenue.
- Don’t bury your recommendations. Shoppers rarely make it to the bottom of a mobile product detail page (pdp). Therefore, don’t place your product recommendations too far down the pdp. Retailers that placed their recommendations between the product description and reviews saw a 14% increase in conversion rates and a 25% higher add to cart rate.
Mobile first: your shoppers expect a frictionless, optimised experience. Follow our tips to see how to implement this in the best way possible.
Design your UX for Mobile First
Follow these 5 tactics to elevate your mobile user experience:
- Simplify the search. Make it easy for your shoppers to search by using a search bar and keeping it pinned to the top of your mobile pages
- Highlight navigation. Your site navigation should also be accessible from all your pages and very visible to your shopper. Make it easy for your shopper to navigate through your site and to your products with as few taps as possible. And don’t forget to anchor your global header to the top of all your pages.
- Make sorting simple. Display refinement and sorting selections clearly with options to remove and reset the product list. And give your shoppers lots of refinement options. Sites with 4 or more filter attributes see a 27% higher basket rate and a 62% higher conversion rate.
- Opt for arrows. Making it easy for your shopper to get the right information on your product detail page is key. But don’t overlook the simpler tactics like using arrows for alternate images. Believe it or not, arrows see a 23% click rate, the highest rate when compared to dots or swatches.
- Make checkout easy. In addition to implementing a mobile wallet on your site, always provide the correct default keyboard displays in your checkout. Getting a number pad instead of a full qwerty for a credit card field is a better experience for your shopper and helps them move through checkout more quickly.
Want more mCommerce tips from Retail Ecosystem experts? Take a look at our new interactive infographic.