Don’t Get “Best Buyed!” Be Ready for Mobile Shoppers
After the holiday retail numbers over the weekend, I came across IBM’s U.S. Retail Black Friday Report. Interestingly, Mobile Commerce traffic accounted for more than half of all online traffic – ever. Thanksgiving mobile traffic accounted for more than half of all online traffic
In fact, Best Buy’s Web site crashed multiple times over the course of last weekend because they weren’t ready for the crush.
Black Friday sales were up 8.5% over 2013, with over 20% of sales coming from Apple IOS: mobile devices. Mobile represented 47% of all online traffic, with a whopping 24.2% growth over 2013 Black Friday.
If you hadn’t been thinking mobile-first this season, don’t worry – you’re not too late.
Mobile is the impatient, out-of-home shopping experience, that hasn’t typically converted at a high rate (smartphone conversion rate is 1.73%, compared to 4.73% (tablet) and 5.8% (desktop). Primarily because its users are in a hurry, mobile users are turned off by slow page load times, or poor navigation. A poor experience can have a strong effect on these shoppers giving them a bad impression of a brand.
Mobile devices are driving a larger share of online traffic, with tablets (BerettaUSA above depicting “frictionless navigation”) converting at an average order value of $126.50 vs. $107.55 for smartphones, while the Apple IOS had a higher average order value of $121 vs. $98 for that of an Android user. It also drove twice as much traffic and 4X more sales.
So, with this much at stake, mobile is no longer a secondary channel. Online marketers must maximize that experience for load times, frictionless navigation and a personalized experience from text to purchase.
How did your mobile store compare? The average conversion rates, according to Internet Retailer, were around 1.75% (mShopper converts at a system average of 2.53%).
Two key elements of your mobile experience revolve around how quickly a user can get information, and how easy it is to find what they want. Google offers a great resource for first testing your site and how quickly it loads on a device and, once the user is there, how well it displays. Click here to test how quickly your site loads, and Click Here to paste your URL into the Google Webmaster’s test. Just follow their outline for reviewing your mobile site and how to improve it.
So, be ready. Don’t be a “Best Buy.” And, feel free to contact us for a quick demo to learn about mShopper’s faster than industry average load times (4.5 seconds), and how our easy to use layout and customization can make you a “Mobile Master” in no time!