The rise of mobile eCommerce has been a topic of conversation for quite some time. Over recent years, mobile shopping trends have been limited to mobile accounting for a majority of website traffic, cross-device shopping experiences, product browsing, and brand engagement. Despite these trends, eCommerce experts have been forecasting that one-day mobile shopping will be of greater transactional value than desktop.
For instance, consumer data software giant, Statista, predicted that by 2020 mobile eCommerce would make up 70.4% of total eCommerce sales. Well, it is 2020 and Statista was onto something.
Today, more than ever, consumer behavior is changing, and mobile eCommerce is one of those consumer changes.
As we begin to close out this fiscal year, Something Digital’s Digital Strategy team has been heavily analyzing mobile eCommerce trends.
One of the biggest data trends that our Digital Strategy team has unveiled is that mobile eCommerce sales have started to top desktop eCommerce sales in regard to the quantity of orders, but desktop still accounts for a majority of revenue. Why? Because on average, desktop conversion rates and average order value are still higher than mobile.
Below is a sample data set of the Digital Strategy’s’ team findings.
Mobile is the leading device in the number of orders at 55% of total online orders. Online revenue is nearly split 50/50. However, desktop is the leader in having higher avg. order value and conversion rates.
These data points prove that mobile really is starting to bridge the gap on desktop, but strategic mobile optimization still needs to take place to fully close that desktop barrier.
Here are five mobile strategies that focus on improving conversion rate and average order value.
1. Product Merchandising
On avg, 10% of all mobile product clicks will be from products within the first five product listing positions on a category page. Knowing that most users are going to click on a product quickly versus scrolling through pages of product offerings, a strategic way to increase mobile avg. order value is merchandise products with a higher price point within the top five product offerings on category pages.
2. Shop the Look (Up Sells)
One of the simpler ways to boost avg. order value is taking on the Shop the Look strategy. This version of an upsell is a common tactic to showcase related products to the consumer as they enter the checkout process. The idea is that you are selling an entire outfit or a whole product set rather than just one product. Here is an example of how beauty company Bliss uses the Shop the Look strategy to up-sell an entire beauty collection:
To the left is the product the user clicked on and to the right is the related product Bliss is looking to upsell to the potential customer. They use the wording Perfect Pairing to indicate that these products pair well and should be purchased together for a complete product experience.
3. Clear Call to Actions that Encourage Conversion
Designing your user experience with a mobile-first approach includes the strategy having a clear call to actions that live above the fold on a mobile device. As seen in the example below from Robert Graham’s mobile website, the calls to action are easily accessible on mobile making the checkout process more intuitive to users.
4. Page Speed
In simplest terms, page speed refers to the faster your pages load the more likely users are to convert. In a study performed by Google, researchers found that as mobile page loads increase between one second and ten seconds, a user is 123% more likely to bounce. Google also discovered that if a mobile page speed rises anywhere between 400 – 6,000 milliseconds users are 95% less likely to convert. Focusing on page speed can have major impacts on conversion rates.
Using personalization as a strategy can increase both avg. order value and conversion rates. By making your website a personalized experience, eCommerce businesses have the opportunity to serve the correct products to users right away, which will have positive impacts on avg. order value and conversion rates. In fact, consumers are 80% more likely to convert & are willing to spend 50% more on their purchase when served a personalized experience.
Although desktop is still the reigning champion when it comes to eCommerce revenue share, mobile is putting up a good fight. The data shows that consumer behavior is changing. Following these five strategies will help your eCommerce website adapt for when mobile becomes dominant.