Anyone operating in retail today needs a mobile commerce strategy. As Wendy Clark, CEO of global advertising agency DDB Worldwide said, “if your plans don’t include mobile, your plans are not finished.”
And while it’s true that the conversion rate on desktop is still higher compared to mobile, this conversion gap isn’t because people don’t like shopping on their phones or tablets. It’s because the mobile shopping experience leaves a lot to be desired.
Why your customers don’t convert on mobile
What exactly contributes to a subpar mobile experience? Let’s take a closer look at what keeps shoppers from completing a purchase. A 2017 study by comScore found that the top reasons for consumers not converting on mobile are:
- Security concerns (20.2%)
- Cannot see product detail (19.6%)
- Can’t browse multiple screens / compare (19.6%)
- Navigating is difficult (19.3%)
- Too difficult to input details (18.6%)
If you’re a retailer operating on the small screen, it’s important that you take a close look at each of these factors to see if they’re contributing to a poor experience for your customers.
Here are some steps you can take to correct course and improve your mobile conversion rates.
1. Beef up your mobile site security to improve conversions
As comScore’s study notes, many consumers are not confident in sharing secure information when shopping on their mobile device, and this is a significant hindrance to conversions.
Alleviate concerns by beefing up your mobile site’s security. For starters, see to it that your SSL certificate is up-to-date and that any information submitted through your site is encrypted.
Carl Hendy, an e-commerce and SEO consultant, recommends adding “trust signals” such as security logos or padlock symbols. Doing so builds confidence in mobile shoppers and increases conversions.