E-commerce is growing exponentially each day. New and old businesses are turning towards the e-market to expand their market, target their customers and sell their products. And what makes it even faster and more popular is e-commerce through the mobile platforms like tablets and smartphones.
However, the shopping patterns of the customers using e-commerce websites through mobile phones and desktops are different. Thus, it is a good idea for the merchants to keep these differences in their minds before designing their mobile apps.
- Mobile Users Converting Less Than Desktop Shoppers
The size of the screen, location of the user and performance of the mobile among others, are many such factors which cause the mobile shoppers to convert to customers less than the desktop shoppers.
- Industries Influence the Conversion Rates
The type of product or the specific industry is also responsible for the casual visitors to become actual shoppers. While the mobile shoppers are more comfortable in purchasing smaller valued products like food or books, higher priced goods like jewelry, electronics etc. are left to the desktop shoppers.
- Conversion Rates of Smartphone Users are the Lowest
Smartphones are more used for the purpose of initial research on the product than the actual purchase. Even though people buy the same, it is higher through other mobile devices like tablets. However, desktop shoppers have the highest conversion rates.
The probable reason for this is the slower loading time on a smartphone as compared to other devices.
- Conversion Rates of Tablets are Much Higher
Most of the e-commerce websites are optimized only to suit the desktops, which is the major cause for low conversion rates in smartphones. But the same thing gives the tablets an advantage over them, due to their larger and hence, comparable screen size. This allows more information and respectable view of images etc. on a single page as opposed to smartphones; therefore the conversion rates are higher here. By a little pumping up of tablet experience an even higher conversion rate can be achieved here.
- Shoppers Switch Between Various Devices
Mostly, the visitors start with their smartphones or tablets to search for their desired product but instead of ending the purchasing process in one go, there itself, they tend to switch to a desktop for easier view and finish buying there.
This though a natural process for most customers, but must be analysed and upped for an improved user experience and higher conversion rate even on the mobile devices users.
The users, who try to purchase a good from a mobile device, generally give up then when they have to fill long forms and tend to hassling processes all through a virtual keyboard that makes it more difficult. Besides, the already confined space of the mobile screens are taken up by the keypad and the slower processing speeds of the mobile devices makes the checkout and payment time even longer. This usually causes them to abandon their shopping carts.
- Visitors Can Become Customers
Owing to their frustrating of slower processing and smaller screen experience, most of the mobile device visitors to these e-commerce websites are not able to convert into customers. But it doesn’t necessarily meant they are unwilling to become customers. The key to make them customers thus, is to make the shopping process on these devices as simple and streamlined as possible.
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