It’s been well over a decade since smartphones began to reach average consumers’ pockets and now in 2018 it seems that migration is nearly complete. Along with a rise of consumer focused devices, the smartphone revolution has also had a drastic impact on the internet and how we use it.
For years, business owners have been hearing about the importance of responsive design and mobile first experiences. Despite the outcry and warning, many ecommerce businesses were slow to make the change and many remained unconvinced that mobile users could actually become mobile buyers.
Until recently, that point of view actually did make some sense. Data showed that many users were using mobile devices (i.e., smartphones) to perform research whereas purchases were still being finalized on tablets or desktop computers.
Unfortunately for the late adopters of ‘mobile first design’ that all changed this past holiday season. Cyber Monday 2017 saw an unexpected surge in mobile purchasing accounting for over $2 billion in sales online that day. According to Business Insider, smartphones accounted for 37.6 percent of retail and 21 percent of the revenue. Compared with the same event in 2016 smartphone conversion rates increased by nearly 10 percent.
With numbers like that, online retailers can’t afford to wait any longer to pull the trigger on their mobile stores. Consumers are shopping on mobile and if your website isn’t mobile friendly they’ll be shopping somewhere else. In this post, we’re going to be looking at just how big the mobile shift has become and highlight some of the key reasons why mobile is going to be the future of ecommerce conversions.
Smartphones dominating the personal computer space
There once was a time where people would have a desktop, a laptop, and a phone, but as smartphones become more feature rich, people are starting to rely on their smartphone to fill the role of all three. The result is that smartphones are becoming the default option for web browsing and online purchasing.
Here are a few key reasons why smartphones are taking over:
- By 2019 it is expected that just over one third of the global population will own a smartphone.
- Currently about 16 percent of adults around the world rely solely on a smartphone to access the web.
- Feature and integrations such as Apple Pay and Google Wallet have made mobile transactions faster and easier for the average consumer. The speed and security of biometric ID methods are far better than manually entering a credit card at checkout.
- The enterprise level ecommerce companies have already caught on and are starting to optimize their platforms. Companies like Amazon are quickly getting their customers used to buying on mobile.
- More businesses and public areas are offering free Wi-Fi. This, in conjunction with unlimited cellular data plans and expanded service areas, means more people will be able to connect, from anywhere.
How can you go mobile
So then, if you’re an ecommerce business owner you have to make a decision. Will you embrace the future of mobile shopping? Or ignore it and get left behind? The reality is, to remain in the game, you need to be mobile-friendly.
It can seem like a daunting task to overhaul your business, but the best place to start is with a simple responsive website. Now a complete website change isn’t an easy task, but at the very least, try to implement the following must-haves for mobile.
- Make navigation a streamlined process. Navigation bars, search fields, and checkout should all be clearly visible and easy to access. Mobile shoppers are often pressed for time, if they’re ready to buy, make sure there aren’t any obstacles.
- Implement mobile friendly payment options that take advantage of biometric data and save credit card information. Filling out forms on mobile is a painful experience so try to minimize it as much as possible.
- Use auto fill everywhere you can. The faster that shoppers can create accounts and check out, the higher your conversion rates will be. Try to make the mobile signup process as simple as possible and give the user the option to use services like sign in with Facebook.
- Keep up with the trends and don’t stop optimizing. Take time to understand the latest wants and needs of your consumers and address them. If mobile shopping is anything like desktop, it will be the companies that optimize the most that reach the top.
Is your ecommerce or website optimized for mobile conversions? Do you find that mobile shoppers are important for your business? Let us know in the comments below or on Twitter @PAYFORT and if you’re looking for more great content be sure to check out our latest infographic PAYFORT’s Guide to Installments.