{"id":4852,"date":"2019-06-07T08:19:42","date_gmt":"2019-06-07T06:19:42","guid":{"rendered":"https:\/\/www.growcode.com\/?p=4852"},"modified":"2023-12-13T11:43:22","modified_gmt":"2023-12-13T10:43:22","slug":"mobile-commerce","status":"publish","type":"post","link":"https:\/\/www.growcode.com\/blog\/mobile-commerce\/","title":{"rendered":"Mobile Commerce: How to Get 3X More Revenue From M-Commerce"},"content":{"rendered":"

Everybody’s talking about m-commerce. But, as an online retailer, it’s easy to feel like you’re drowning in all the information.<\/span><\/p>\n

Sometimes you want to shout: “OK, I get it! M-Commerce is important.<\/strong> Just tell me what I need to do to capture and convert as many mobile customers as possible.<\/p>\n

The simple truth is that most retailers neglect m-commerce. They see that their conversion rate for desktop is higher and focus all their energy on optimizing their desktop site.<\/p>\n

But this is a big mistake.<\/strong> Mobile conversions aren’t just universally lower than desktop conversions because of some God-given law. In the vast majority of cases, retailers see such a disparity because their mobile site sucks<\/strong> (to use the technical term).<\/p>\nMobile conversions aren't just universally lower than desktop conversions because of some God-given law. In the vast majority of cases, retailers see such a disparity because their mobile site sucks (to use the technical term). <\/a><\/span>Click To Tweet<\/a><\/span>\n

So, in this post, I’m going to provide you with all the information you need to triple your revenue in as short a time as possible.<\/p>\n

Table of content:<\/h2>\n

Why Have We Picked the Number Three?<\/a>
\nWhat Is Mobile Commerce (m-commerce)?<\/a>
\nIntroducing the Mobile Gap<\/a>
\nThe State of Mobile Commerce: M-Commerce Trends, Stats, and Studies<\/a>
\nReason #1: It’s Difficult to Browse and Discover Products on Mobile<\/a>
\nReason #2: Users Don’t Add Products to Your Cart<\/a>
\nReason #3: Your Mobile Checkout Sucks<\/a>
\nBonus Reason #4: Your Site Is Too Slow!<\/a>
\nTest, Test, and Then Test Some More to Improve Your Mobile Commerce Results<\/a><\/p>\n

Sound good? Let’s dig in.<\/p>\n

Why Have We Picked the Number Three?<\/h2>\n

You might be wondering why we’ve chosen the number three. Why not increase revenue by four, five, or even ten times?
\nBefore I give you the reason, let me tell you a little story.<\/p>\n

Picture the scene. It’s the end of a long Friday. I’m packed up and ready to go home. I can barely wait to start enjoying the weekend. All the stresses and frustrations of the last five days in the office are starting to fade away.<\/p>\n

Then, just as I’m about to walk out of the door, my phone pings. It’s an email from one of my top clients. And the subject line reads: “Pawel, WTF!”<\/p>\n

You can probably imagine my reaction. Naturally, I opened Gmail and started reading…<\/p>\n

\"mcommerce<\/a><\/p>\n

“Phew,” I thought to myself. “That’s not as bad as I thought.”<\/p>\n

But it was still pretty worrying. I needed to do some digging.<\/p>\n

So I headed over to his Google Analytics account to check if he was right. I compared the data for 2017 and 2018. Lo and behold, the overall conversion rate was 21.54% lower in 2018.<\/p>\n

\"Mcommerce<\/a>
\nThere was obviously a problem. A full year of optimization work and the conversion rate figure was lower?<\/p>\n

Then it struck me: over the past year, this client had ramped up his social media marketing, resulting in lots of new mobile traffic. What if I compared the desktop conversion rates for the previous two years?<\/p>\n

And there it was – a 12.61% increase for desktop. The mobile conversion rate was skewing the overall results because of the flood of mobile traffic which was converting 3x worse than the desktop traffic.<\/p>\n

\"Mcommerce<\/a>
\nMy client isn’t alone. Most retailers will have similar results.<\/p>\n

And that’s the simple reason for the title of this post: the industry conversion rate for mobile is three times lower than desktop.<\/strong> My aim is to bring your mobile conversion rate to the same level as your desktop conversion rate.<\/p>\n

\"Mcommerce<\/a><\/p>\n

What Is Mobile Commerce (m-commerce)?<\/h2>\n

“Mobile commerce” refers to buying activity that takes place on mobile devices. The term “buying activity” spans a range of actions, and can apply to mobile retail, banking, subscription to services like Spotify, payment of bills through apps, and more.<\/p>\n

On a broader level, mobile commerce is often used to refer to any activity associated with mobile transactions, like advertising, sales, customer service, and the technical infrastructure that makes it all possible.<\/p>\n

\n
Growth hack your ecommerce conversion rate, sales and profits with this
\n115-Point Ecommerce Optimization Checklist<\/a><\/div>\n
get the free ebook<\/a><\/div>\n<\/div>\n

In an online retail setting, m-commerce is largely conducted through mobile websites and apps. Retail m-commerce has steadily been increasing in popularity. And more ecommerce brands are focusing on developing and improving their users’ mobile experience. In fact, the value of m-commerce retail sales is expected to take over desktop retail sales by the end of 2021.<\/a><\/p>\n

\"Global<\/a>The value of mobile commerce has steadily grown over the last five years. (Source: Statista<\/a>)<\/span>
\nSeveral factors have contributed to the growth of m-commerce. Chief among these are the convenience of being able to shop practically anywhere, the integration of payment buttons on popular social media platforms like Facebook, the ability to use mobile wallets, and the increasing speed and functionality of apps.<\/p>\nIf one thing is clear, it's this: retailers can't afford to ignore mobile. If they're going to succeed in the mobile age of ecommerce, it's essential they commit fully to building an exceptional mobile experience for their customers. <\/a><\/span>Click To Tweet<\/a><\/span>\n

If one thing is clear, it’s this: retailers can’t afford to ignore mobile.<\/strong> If they’re going to succeed in the mobile age of ecommerce, it’s essential they commit fully to building an exceptional mobile experience for their customers.<\/strong><\/p>\n

Introducing the Mobile Gap<\/h2>\n

Before we go any further, it’s important to understand an idea called the “mobile gap”.<\/p>\n

Mobile currently accounts for 70% of total traffic, as opposed to 30% for desktop. But mobile actually accounts for 20% of total ecommerce sales, compared to 80% for desktop.<\/strong><\/p>\n

This is called the “mobile gap”. It’s the sizeable difference between the level of traffic and the amount of revenue most retailers generate from mobile.<\/p>\n

\"mobile<\/a>
\nThe reason for this gap is the lower conversion rate, which stands at a third of the desktop conversion rate. And a 3x lower conversion rate means 3x lower revenue, because revenue = traffic x conversion rate x average order value.<\/p>\n

\"mobile<\/a><\/p>\n

Why Is the Mobile Conversion Rate Lower?<\/h2>\n

There are many reasons for the “mobile gap” in the mobile commerce space.<\/p>\n

Here are the top three causes:<\/p>\n