Mobile shopping to soar this christmas

mobile christmas shoppingHow are you planning to do your christmas shopping this year? Online from your favourite comfy chair, nice and toasty by the fire? Will you take to the high streets in search of the perfect gift, taking in the christmas atmosphere with a mulled wine? Or will you combine the two, preferring to find the perfect gift then check on your mobile to see if you can buy it online and save money?

The latter of these options is called ‘showrooming’ and has become more popular in recent years as consumers seek out the best product by reading reviews and the best price for their intended purchase. Research by IAB shows people are also taking photos of products (22% did this) and posting them to social networks.

A whopping 76% of people now use their mobiles whilst shopping. The canny consumer, rather than walking from store to store to find the best price can now quickly use that mini computer in their pocket, to check prices on the whole of the internet. That’s some consumer power!

As retailers prepare for the big christmas spend, expectations by analysts are that mobile shopping (frequently referred to as m-commerce) will become the preferred platform for many consumers, especially with the rise of mobile apps.

Mobile purchases accounted for just over 8% of online purchases in the first three months of the year and this figure is predicted to increase to 20% by christmas. The IMRG Capgemini eRetail Sales Index forecasts that £920 million will be spent via m-commerce, which equates to one fifth of the £4.6 billion total online sales expected.

The big online stores are also expecting to see significant sales growth via mobile. Ebay expects mobile sales to account for 30% of all sales over christmas.

With more consumers turning to mobile shopping, ensuring you offer the best user experience is now more important than ever before. In the busy bustle of christmas, if your mobile visitors can’t find the items they want quickly, if the product details and reviews are too difficult to get to, if the path to purchase doesn’t offer a persuasive, engaging experience, they’ll spend their hard earned money with your competitors instead.

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The growing importance of tablet E-commerce UX

As iPhone shoppers decrease, the amount of people now shopping e-commerce sites on tablets has grown rapidly to 54.9%. Not only has iPad usage increased, but the average conversion rate is also 22.5% higher (visitors convert at 3% as opposed to 2.8% for websites overall). iPhone conversion is much lower, at only 1%.

Average Order Values – iPad wins 

aov_-_mobile_vs_non-mobile

 

Increase in traffic from tablets

In just one year, traffic from tablets has increased 348%. The fastest growing demographics are both young and old consumers and they are used in environments that may explain their higher conversion:

– 96% in the living room

– 94% in the bedroom

– 75% in the home office

– 70% on the porch

These are environments where people feel more relaxed, have more privacy and more time to make a purchase which may explain the higher conversion.

It’s time to focus on your tablet user experience

With increased traffic from tablets and increasing conversion, it’s time to think about improving your tablet user experience and usability. If you haven’t done so, we would highly recommend analysing/benchmarking your current tablet user experience via user research or eye tracking so you can then work on redesigning the main tasks of your site to increase your conversion. Basket and checkout areas are particularly troublesome on tablet devices and are a good area to focus improvements.

source: http://econsultancy.com/uk/blog/10385-mobile-traffic-on-e-commerce-sites-doubles-in-nine-months