Focus On Better mobile customer experience is driving m-commerce
Better mobile customer experience is driving m-commerce
By Alastair Cole, Chief Innovation Officer at Partners Andrews Aldridge
It was always on the cards, so it shouldn’t come as a surprise – but the time is now. Customer experience on mobiles has eclipsed desktop. M-commerce has finally taken over from ecommerce.
For several years, we’ve seen a gradual shift towards mobile becoming the primary channel for retail sales. It was predicted that there would be an eventual tipping point, where online retail commerce would take place primarily on mobile devices as opposed to desktops. 2016 has proved to be that moment.
In a recent study of fashion Ecommerce customer experience, users were found to be 2.6% more likely to successfully complete a transaction on a mobile than on a desktop. The result is close, with 82% for desktop and 84.6% for mobile, but it’s a clear indication that change is happening - right now.
Changing shopping behaviours
The prevalence of downtime browsing on mobile devices can’t be ignored as a factor. Whether it’s on the Tube or on the sofa during an ad-break, people are increasingly using their free time to have a look at what’s out there. Say you’re browsing outfit inspiration for the summer. You’ve likely got a board on Pinterest dedicated to your new season wardrobe. And when you’ve added a product you like, it takes just one click to get you to the product’s website.
The retailer websites which provide the best customer experiences are taking the lead in converting browsers to buyers. Generating retail sales requires understanding how customers use popular browsing sites like Pinterest and Instagram, and providing click-through content that brings them directly to your site.
Customers are also using their devices for on-the-go browsing. With retailer websites so readily accessible, consumers are frequently using their devices to look for deals, research products, and compare prices. The immediacy of mobile browsing means the transition from ‘want’ to ‘buy’ can be shorter than ever.
M-commerce vs. the real world
So, which brands need to think about m-commerce? We know how easily mobile browsing can convert to sales, and brands need to recognise that an increasing number of consumers are using their devices to shop and to buy.
Mobile customer experience is absolutely vital for online-only retailers whose traffic will primarily come from online browsing. For these brands, it’s crucial that the transaction process on a mobile is as quick and seamless as possible. How often do we put an item in a basket on a mobile, get to the ‘checkout’, and give up once it’s asked for the 3rd line of your address? An online-only brand cannot afford to lose the customer at any point in the purchasing process.
Interacting with a brand through your device is just one of the multiple touchpoints which all brands now have available to them. It is now almost impossible for a consumer to solely engage with a brand through one point of contact, making it even more important that m-commerce is optimised to drive sales.
The net is wider, but the holes are bigger. So whilst a far-reaching approach may create more ways to engage and communicate with customers, it can also generate more ways to lose them.
What are customers looking for?
As more and more brands invest in mobile friendly sites, it’s becoming clearer what consumers are looking for and what exactly has pushed m-commerce to take the lead over ecommerce on sales. Best-in-class customer experience requires clean design with simple navigation, minimal clicks and form fields, and pop-up free browsing. No one wants to think their personal details are at risk thanks to a load of spammy pop-ups and hundreds of pages to work through.
So what’s the future? We know that too much complexity alienates customers and that great customer experience had a direct impact on the bottom line. The potential for m-commerce to help simplify and streamline the retail process is constantly growing. Seamless payment services such as Apple Pay make the physical transaction quicker than ever, while devices like beacons are merging the physical and digital world to mean m-commerce will also become the most enjoyable retail experience.
And quantifying customer experience on mobile is critical — until you know what’s underperforming, you don’t know where to invest. To report on this, organisations should also be measuring the channels that intersect with mobile, namely the offline/in-store experience and customer service channels. Only then can brands really understand the impact of their mobile customer experience on m-commerce.
Find out more at EXCELLENCE IN CUSTOMER EXPERIENCE with CXScore on Thursday 16th February 2017.