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Mobile optimisation: the key to keeping up with your eCommerce customers

In the UK alone, the retail industry is sacrificing £6.6 billion a year due to organisations’ lack of investment in their mobile offering. [1]

A wince-worthy statistic if there ever was one.

This year local mobile searches (85.9 billion) are expected to exceed desktop searches (84 billion) for the first time. [2]

Unsurprisingly this increase in mobile traffic is reflected in the mCommerce sector, which by the end of 2015 is set to account for 40% of global eCommerce transactions. [3]

So, with mobile already a fundamental part of your customers’ shopping journey – and with the sector only set to burgeon further – is it time your business allocated more resources towards mobile optimisation?

Consumer behaviour is shifting towards mobile

Google’s recent adoption of mobile-friendliness as a metric to determine rank only re enforces the need for your business to ensure your mobile offering stands up to customer expectations.

Google’s mobile revolution wasn’t on a whim, it’s a natural progression inline with how your customers now browse the web.

Shopper behaviour has changed forever. We all browse across devices, switching intuitively for convenience or picking the device offering the best user journey.

Mobile’s inherent convenience makes it the fastest growing subsector within eCommerce – with projected growth at 42% (while overall eCommerce growth is at 13%). [4]

Rapid improvements in connectivity and mobile devices mean that both shopping and researching products on the move is already habitual.

The ease and regularity with which customers browse across devices means your mobile site needs to be as lovingly optimised as your desktop site. Your customers don’t differentiate between channels – a poor experience on mobile, just like any other channel, will lead to your business losing sales.

Mobile isn’t purely about conversions

Despite the stratospheric growth in mobile commerce, conversions are still relatively low – 2.7% compared to 4.4% on desktop. [5]

Your mobile browsers are still liable to abandon their searches and move to either desktop, or go in store to purchase.

But, don’t underestimate the role mobile plays in your customers’ path to purchase.

It has only been the recent development of cross-device tracking that has revealed just how important mobile is in the modern customer’s user journey.

Indeed cross-device tracking has shown your customers often begin their path to purchase on mobile – using mobile devices as ‘initiating devices’, to do product research or find your stores.

So, why not make it easier for them to connect this journey?

As well as the option to buy, give mobile browsers the option to click and collect or book an appointment in store. This gives your customers a connected customer experience while also opening up new lines of communication.

Mobile isn’t all about converting there and then – it plays a vital role in your customers’ interaction with your brand.

Mobile device usage varies greatly in different markets

Interestingly the devices commonly used for mobile transactions vary greatly from region to region, for example:

In UK and Germany the majority of mobile transactions are made on tablet (56% and 55% respectively). On the other end of the scale, in Japan, 90% of mobile transactions take place on smartphones. In the US meanwhile, mobile shoppers slightly favour smartphones – with 53% of mCommerce transactions occurring on smartphones. [6]

A closer look at the Asian market reveals just how big the mCommerce opportunity is.

In both Japan and Korea over 50% of all eCommerce transactions took place on mobile.

In Japan conversion rates on smartphones were 9.35% – almost 5x better than the 2.46% rate in the US. [7]

These figures prove that as mobile devices evolve, the browsing experience improves and consumer confidence in purchasing on mobile increases – mCommerce conversions will almost certainly increase.

Mobile optimisation is vital to keep up with consumers in the cross-device era

The key to mobile optimisation lies in understanding your customers’ journeys.

Knowing why – and at what part of their path to purchase – your customers visit your mobile site makes it easier to quite literally put relevant and timely content at their fingertips.

As the Asian mobile market proves, increased conversions are there for the taking.

With larger screens, secure mobile payments, improved user experience and a growing mobile ad share there’s no doubt your mobile customers will continue to increase.

Mobile optimisation, especially when used in tandem with cross-device tracking, gives your business the ability to offer users a coherent, smooth customer experience.

With customer experience key to your business’ future success, and consumers embracing a mobile-first future, it’s about time your business started prioritising mobile optimisation.

Want to find out more about tracking the mobile portion of your customers’ journey? Have a look at our free eBook: The Busy Marketer’s Guide to Cross-Device Optimisation.



[3 ]


[5] ibid

[6] ibid

[7] ibid