Mobile is the ecommerce frontier. There is virtually no arguing that everything is moving toward mobile dominance. Early in 2015, Google announced that mobile searches surpassed computer searches. Doesn’t it seem strange, then, that mobile conversions still lag so far behind"
Monetate‘s Ecommerce Quarterly Report found that about 60 percent of all purchases are completed on a desktop or laptop computer. Tablets account for 17 percent and smartphones grab 23 percent. When people start browsing on a smartphone, only about 64 percent of the resulting purchases are completed on a smartphone.
Conversion rates in general are up across all devices, at about 2.3 percent for desktops and tablets, but mobile conversions average a miserable 0.97 percent–way up from 2014, but still pretty abysmal. It’s clear that consumers spend a lot more time browsing retail sites on mobile, but they don’t buy. How many sales are lost, and what can businesses do to fix it"
The answer may lie in usability. Even sites optimized for mobile may lack the features that make it easy to buy. Too many mobile web developers concentrate on loading speed and layout simplicity–both important considerations–and miss the principles of selling.
Most buying decisions are made within an hour of browsing. When people go to an e-tailer, they are already motivated. Let’s set aside the obvious reasons people might not buy–price, selection and availability...