While mobile page views are typically higher than those on desktops and tablets, the opposite is true when it comes to conversions.
Mobile conversions continue to rise, however the largest orders take place more commonly on desktop. Here are some of the main reasons users opt to make their purchases away from their smartphones.
Bigger screens mean easier navigation
Typically, smartphones show collapsed versions of navigation menus and search bars. Because of this, drop-down style menus can result in categories being missed, or being smaller than the ideal size. In addition, users are not able to zoom as easily, meaning products are not seen as clearly as they would be on larger devices.
Mobile users are distracted
How many apps and notifications do you have on your phone? Smartphones may make it easy to view websites on the go, but they also mean users are bombarded by updates around the clock. A notification on another app can quickly turn users’ attention away from a purchase, particularly when the site is somewhat frustrating to navigate.
Less products in sight
The smaller size of the screen often means less items are visible on a page, compared to a desktop device or tablet. Rather than having between four and six items available on a page, a smartphone will typically show a maximum of two. Because of this, scrolling becomes more time-consuming and increases the likelihood of consumers giving up searching.
Slow internet connection
Desktop internet connections are often faster than those on mobile devices. While 4G and high-speed Wi-Fi have sped the process up, consumers can still lose patience waiting for a mobile device to load a page.
Optimised for desktop
Many sites are not designed for use on mobiles. Often, the mobile version of the site is the same as it is on desktop, meaning it has not been specifically designed to benefit those using smartphones or smaller devices. Another issue is poorly optimised site design, which can easily lead to loss of sales or poor user experiences, due to simplified information or unsatisfactory load times.
Improving mobile conversions
While it’s not possible to solve every factor which impacts conversions for mobile shopping sessions, there are actions which can be taken to combat this.
Work on these four simple steps to improve user experience, ultimately increasing the likelihood of mobile sales.
Speed it up
Improve your site’s performance by improving its speed on mobile devices. Avoid heavy web pages, compress images and reduce the number of items which require loading.
Make it clear
Keep every process simple with clear notifications when items are added to a basket, or if a user presses a specific button. Don’t leave anything unclear, keeping the experience simple and painless for customers.
Fit more on a page
Minimise the size of thumbnails so they are still comfortably visible, but users do not have to scroll as much to view products.
Reduce the time invested if a user comes away from the page. Enable shoppers to continue with the same shopping cart of items when they switch device, helping to avoid abandoned orders.
Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.