Mobile Commerce And The Missing 1% In Conversion Rates
So here’s a sad truth: Launching a mobile optimized site won’t solve all your mobile problems. This isn’t the easiest thing in the world to admit when you’re us – a leader in providing mobile commerce site optimization solutions. But it’s the truth and we don’t hide from the truth. And please do not misconstrue what we are saying.
To be clear, online retailers MUST launch a mobile optimized site. If you don’t you’ll be out of business because non-optimized sites don’t convert! Our long history has given us great insight to this. Smartphone traffic visiting non-optimized E-commerce sites will typically convert at a rate of 0.3% to 0.4%. Against a backdrop where mobile traffic (smartphone + tablet) now accounts for more than 50% of all online traffic, it is easy for everyone to understand how imperative it is to launch a mobile optimized site. And with Google’s big Mobilegeddon announcement back in Q2, 2015, it became even more imperative. But as many of you are finding out, simply launching a mobile optimized site, particularly a one-size-fits-all responsive site, doesn’t really solve the problem.
According to the most recent E-Commerce Conversion Rates study from Smart Insights (http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/) as shown above, traditional desktop conversion rates in the U.S. for Q1, 2015 averaged 2.94% while Smartphones converted at 1.08%. As you can see, even with the best mStore possible – ours convert at an average rate of 1.3% in the US – there is still quite a bit of missing conversion rate. We call this “The Missing 1%”. Why is this happening? How can we recapture the missing 1%? At mShopper, we’ve been focused on the missing 1% since our inception, back in 2007! Our mission has never been about solving a simple technological problem, in this case launching a mobile friendly user interface. There are hundreds of companies whose mission is to simply solve a technology issue. No. Our mission has always been to to help our clients make more money in mobile! And it turns out that marketing to the mobile shopper is a whole new animal that requires new insights and new tools. Put simply, marketing matters. If you want to learn firsthand how and why marketing matters and how to solve the missing 1%, please contact us as soon as possible!