Is your website mobile friendly?

Customer Management

Internet Retailer recent published research detailing mobile conversion rates. According to the data, while smartphone traffic to eCommerce websites has grown 120 percent in the past year, conversions are lagging significantly behind. While smartphones account for 16 percent of retail Web traffic, they make up only 4 percent of Web sales.

Many people simply use their smartphones as research tools and shopping companions to compare prices, read reviews, and look for coupons.

While, ideally, retailers would like to see higher conversion rates, the conclusion that merchants should look to work on their mobile sites may not be the right mindset either. For many people, making purchases on phones or tablets can be a real pain. Imagine trying to enter credit card and shipping information on a smartphone’s touch screen? Sounds like a disaster, and potentially even a liability – what if people mistype their address?

However, that does not mean that mobile sites are leaving people to struggle on their own. Many people simply use their smartphones as research tools and shopping companions to compare prices, read reviews, look for coupons and take other action. In that regard, it is only natural to have low conversion rates – people visit mobile sites not expecting to make a purchase, but instead to help them make up their minds about purchases.

Granted, this may be changing soon. With the advent of mobile wallets that can be used to make in-app payments and other tools that simplify the buying process, shoppers may eventually make more purchases on mobile sites.

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