San Francisco–While retailers are spending millions on developing an omnichannel approach to gaining shoppers, a new consumer study suggests the 71% of smartphone owners who shop on their mobile device aren’t having good experiences.
In fact, 88% of those who shop on their smartphones have experienced negative issues, sometimes sending them to shop the competition instead.
That’s the results in Skava’s Consumer Mobile Shopping Survey conducted by Harris Interactive which asked 2,085 U.S. adults age 18 or older about their experiences shopping on smartphones. Skava is a leading provider of mobile, tablet and in-store technologies to more than 20% of the Top 30 Internet Retailers
When asked about their biggest pain points when shopping on mobile, mobile shoppers responded:
·Retailers’ websites are harder to navigate and use on a mobile device than on a desktop (51%)
·Product images are too small to make buying decision (46%)
·Concerns over security on their smartphone (41%)
· Checkout process is a pain (26%)
Other challenges that were revealed in the study included concerns over data usage costs, difficulties in adding coupon codes and mobile website speed.
Smartphone Conversation Rates Critical to Retailers
Interestingly, some shoppers believe that products are more expensive on a mobile website, while others claimed concerns over clicking the wrong buttons when making purchases.
“The sudden rise in the number of visitors accessing retailer’s websites from mobile took many retailers by surprise and they quickly created a mobile as a first response, but the initial bounce rates were high and conversion rates low leaving many retailers thinking that people didn’t have an appetite to buy from mobile,” said Arish Ali, Skava president. “It isn’t just about putting a mobile website out there–it is about building an experience that is easy for customers to use and takes into consideration the unique attributes of mobile devices. Achieving significant conversion rates on mobile is possible. Amazon, a constant threat to traditional retailer, generated $4 billion in sales through mobile last year. “
Besides gaining insight into why consumers chose to shop on a smartphone, the survey revealed a growing problem with negative shopping experiences, too.
Perhaps the most serious implication for retailers is that 30% claimed they would never return to that particular retailer’s mobile website again after a negative experience. Furthermore, 29% of smartphone owners claimed it would be 6 months or more before giving a retailer’s mobile website a second chance, while 33% would immediately defect to a competitor and 36% would abandon the purchase altogether after a sub-optimal experience.
“Skava works with some of the biggest retailers in America who typically generate in excess of $1 billion in online sales. Nearly 13% of their traffic is coming from smartphones, so for them achieving optimal conversion rates through this channel is crucial to their bottom line,” said Ali. “Retailers need to create a unique, mobile optimized navigation to navigate a customer to their desired product as quickly as possible. Once there, you then must create a product page that the consumer feels confident buying from and then check out must be a breeze.”
However, as the results of this nationwide survey show, in general many retailers are still failing to meet their customer’s expectations and this creates a real threat of losing customers and market share to their competitors who create superior mobile experiences.
About the Survey:
This survey was conducted online within the United States by Harris Interactive on behalf of Skava from May 29 to 31, among 2,085 adults ages 18 and older, of whom 744 were identified as smartphone shoppers. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.