Why is Improving Mobile CX So Important? 

Most people feel completely naked without their smartphone. And because we use our phones more and more, the expectations for a quality mobile shopping experience are high. With more shoppers than ever using their phones to shop online, it’s vital to make sure your Ecommerce store isn’t annoying to use and has everything squared away.

Just recently, Google, together with the research agency, SKIM, published the result of their study — Mobile Pains and Incremental Gains

Important statistics from the study that you should be aware of:

  • 7 in 10 of mobile web shoppers are affected by the subpar web experience
  • 4 out of 10 will purchase on another platform 
  • 3 out of 10 will not purchase at all

Looks pretty bad right, but why are people so hesitant to buy online? Is it a performance issue or something else? Turns out, there are several major problems1) People are suspicious of buying online and prefer to make in-store purchases; 2) They prefer to use apps from their favorite stores/retailers instead of a website; 3) They prefer the streamlined checkout process (payment, shipping, etc.) of the PC/laptop experience

Despite these facts, mobile commerce is still growing! 

mobile customer journey statistics google
Source: Google – Masterful Mobile Web

And data from Google shows that the users globally access the internet, and rely more on their smartphone than a desktop or tablet. But as you can see, the number on the far right is evidence that only 28% of users globally used their smartphones as often as their computer to make online purchases.

This is what you can do remove the barriers to purchase that your customers may be experiencing.

The 5 things you can fix right now to improve your store’s bottom line

Let’s look at the top 5 things you can fix along with Action Points to implement. Later, we’ll show you another 5 that were discovered during the study.

1) Endless scrolling

Infinite scrolling or lazy loading content isn’t a good idea for online stores, especially on mobile. If users are forced to endlessly scroll through hundreds of products, they get tired quickly and are turned off from purchase.

Action Points:

  • Help to scan

    Use the App Shell Model, popular in Progressive Web Apps (PWAs) and Single Page Apps. Essentially, it’s a way to make your store look more like a native app, load content faster with as little data usage as possible.
    Display top categories so users can find popular items faster.
    According to UX studies, it’s recommended to load only 15–30 products on mobile devices and to load them all at once.
    Make sure that users see the remaining number of results after applying each product filter.
    Include an “Add to Favorites” or “Wishlist” feature so users can quickly return to items they’ve previously picked out.

  • Help to navigate

    Use a sticky menu (navigation or menu bar that’s locked in place) to have users navigate more easily as they scroll down.
    Make the search bar always visible and always show the most relevant search results first.
    Display filter options before sorting options, and provide multiple filters to make finding the right product easier.

  • Help to decide

    Use recommendations to guide the shopper’s purchasing decisions (complementary products, sets).
    Personalize the customer’s shopping experience using data and audience segmentation.
    Use notifications and urgency messaging to inform customers when items are low in stock or on sale.
    Create a unique value proposition for each item with clear, useful benefits.

2) Fragmented product comparison

Shoppers sometimes feel overwhelmed with choices, especially when they can’t easily compare products. They either get frustrated and go to your competitors or they abandon the purchasing journey altogether. Switching between tabs on mobile is a pain, so your task is to make it a breeze for them to compare products.

Action Points:

3) Bringing items to life

Customers want to feel confident that the items they’re purchasing will fit, look good and function the way they’re supposed to. Make it a point to optimize product pages with the most relevant information, high-quality images and reviews.

Action Points:

  • Help to visualize

    Create engaging, accurate product descriptions, add videos, size guides/comparisons, 3D view, AR, and photos of the item in a real environment.
    Make sure you have high-quality zoomable images.
    Optimize your store to make it landscape-friendly.

  • Help to feel confident

    Add the ability for customers to leave reviews.

4) Information Blindside

Customers don’t like nasty surprises like hidden costs, items that were listed as in stock when they’re actually out of stock, and confusing delivery/shipping information. It’s a major turn off and you could lose that customer forever.

Action Points:

  • Help to understand

    Be upfront with your custoers (especially hidden costs).
    Provide key information that influences any step of the decision-making process (delivery, return policy, product size, color, fit)
    Make your UI/UX simple, clean and streamlined

5) Unfulfilled Autofill

When you’re on the go, multi-tasking, or scratching your shopping itch, the last thing you want is to fill in tiny form fields one by one. The only worse thing is if the online store you’re trying to buy from doesn’t have payment options you can use on your phone.

Action Points:

Bonus: 5 more barriers for mobile shoppers

6) Search Struggle
7) Missing Details
8) Persistent Pop-ups
9) Less in Sync with the Brand
10) Insecure Payment Options

Takeaways: There’s lots of untapped potential in your Ecommerce store

The point of showing you this Google study wasn’t to make you feel like crap because your store is missing something. This short guide is intended to help you find untapped potential in your bottom line.

How much, you ask? This is what the Google study found across four industries:

google study mobile cx improvements by industry
Source: Google

As a next step, sit down with your team and come up with 1-3 barriers to work on. Make sure to measure KPIs like conversion rate, add-to-cart rate, and website traffic.

Spread the love