3 Reasons Your Mobile Conversions Are Low
Unless you’ve got an incredible secret method kept under wraps, chances are good that your mobile retail site’s conversion rate is much lower than that of your desktop and tablet.
According to Mobify, you’re in the majority if your mobile store experiences a conversion rate that’s less than 1%! Compare that to the industry standard of 2% for tablet users and 3% for desktop, and we’re talking about a lot of missed sales.
We hear time and again that consumers are either hesitant to make a purchase on their cell phone, or that they are simply in the discovery phase without intent to buy – but UserTesting believes there to be other factors at play. Let’s explore what those reasons are.
1. Mobile Site Optimization
For starters, the obvious question to ask is: Is your screen optimized for mobile use? If users need to pinch and pull, zooming in and out to navigate your page, it isn’t likely they’ll exert the effort to browse, fill their shopping cart, and complete a purchase.
2. Difficulty Viewing Products
In addition, if it is difficult to compare products or not enough product information is given, that initial 65% of users who begin shopping on their smartphones translates into 61% who complete the purchase from a desktop at a later date.
3. Site Speed
Site speed plays a critical role in mobile conversions, acting as a pivotal factor in determining the success of e-commerce and digital marketing strategies. M.obile users expect quick, responsive experiences when browsing online. Slow-loading pages can lead to frustration and impatience, significantly increasing bounce rates and diminishing the likelihood of conversions.
Studies have shown that even a one-second delay in page load time can drastically reduce customer satisfaction, lower page views, and impact conversions negatively.
