Imagine you’re shopping at shoe store and find a pair of boots that fit perfectly. Unfortunately, they aren’t on sale and are above your budget. Do you bite the bullet and purchase them? Chances are, no. Now that the desired brand and size has been discovered, many consumers will search for the same product online and purchase it at a cheaper price.
Today’s consumers have access to endless amounts of information. In fact, trying out a product in a store while simultaneously searching for it online at a better price has become common practice. Consumers are using their mobile devices to determine the product they want but often abandon the sale or switch devices before completing the purchase. Why? Because many websites are not very user-friendly when it comes to mobile purchasing.
The switching of devices is an opportunity for retailers. When consumers pause to switch devices, some sales are lost. According to Ebates, in a survey of 1000 Canadians, 36% have used their phones to make a purchase in the past 12 months. Over half of online shoppers feel that ease of transactions is essential for a positive mobile purchasing experience.
Currently, online purchases via desktop are higher than from mobile devices because websites are more desktop friendly. According to the Ebates survey, not being able to see the same product details on their phones that can be seen on a desktop is the main reason consumers don’t shop mobile.
Retailers are much more likely to convert website mobile visits to sales if their product information is easily accessible, if it answers all possible consumer questions, and if the checkout process is simple.
In fact, Alexandra Tanner, the director of ecommerce at L’Oreal, who works with Georgia Armani Beauty, has seen a significant increase in mobile purchases. Even so, the brand still receives more sales via desktop. The prediction from Tanner and other brands, is that the online mobile purchasing will continue to increase in popularity, especially as retailers ensure their online stores cater to mobile users.
The message here is pretty clear. Consumers are using their phones to narrow down the products that they want to purchase. They shouldn’t want to switch devices in order to complete a transaction. Ensure your website is mobile friendly, offers valuable information, and is easy to make a mobile purchase on.
Find this post interesting? Check out The Final Stage of the Marketing Journey: Making the Sale.