88% of Smartphone Shoppers Have Negative Experiences

June 24, 2013  |  Blog  |  Share


Mobile shopping is increasingly an area of competitive advantage for retailers who get it right, according to a new report from Skava that shows 88 percent of smartphone shoppers have negative experiences.

A key finding is that 33 percent of mobile shoppers defect to a competitor after a negative user experience, suggesting that merchants need to put a bigger focus on delivering strong mobile shopping experiences. Another important finding is that 30 percent of smartphone shoppers say they will never return after having a negative user experience.

Many retailers still think that mobile isn’t working – and as such aren’t investing in it – but the reality is that their mobile Web site is just hard to use from a consumer perspective.

Your conversion rate is a reflection of how easy your Web site is to use and how users are enjoying the experience – and retailer’s conversion on mobile varies drastically. When top retailers are selling such huge amounts of products online, the difference between a 0.2 percent and a 1.8 percent conversion rate can hit the tens to hundreds of millions of dollars, so the investment made to create an optimal user experience – which is proven to increase conversion rate – is money well spent.

Amazon did $4 billion in sales in mobile last year. If you do it right, the customers will buy. If you don’t do it right, they will go to a competitor and you could lose market share in this new frontier.

Mobile optimized navigation As mobile traffic continues to grow – it is around 13 percent for many retailers, more merchants are coming out with mobile shopping experiences. However, many of these were created as a knee-jerk reaction and have high bounce rates and low conversion rates because the experiences are not strong.

When retailers put in the effort to create experiences that are easy to use and take into consideration the unique attributes of mobile devices, they are able to achieve significant conversion rates.

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