During this year 2020, all e-commerce specialists around the world have clearly noticed the meteoric growth in mobile use, accelerated by the COVID-19 epidemic .
It’s easy to understand the appeal of mobile to more and more people, and not just young people. With your mobile phone, it is easy to go shopping anywhere, in the metro or on the terrace of a cafe. With this tool in your pocket, there is no risk of missing out on exceptional opportunities such as flash or temporary sales. The mobile is also perfect for multitasking (messages, news, social networks, video games, etc.) and filling certain short moments of the day, such as when waiting for a bus or a meeting.
However, it is estimated that the mobile support still has a lot of deficiencies, especially regarding conversion rates, and that it leaves many sales opportunities for e-merchants. Thus, the figures show that the conversion rates on mobile remain much lower compared to what one observes on the PC.
In terms of figures, beyond the good health displayed by mobile applications, we note that nearly 70% of people who do their shopping on a mobile medium admit not having an optimal web experience.
So, despite the popularity of mobile, m-marketing experts can legitimately feel frustrated that a large number of users ready to confirm a purchase on a smartphone ultimately give up, due to multiple factors.
So what are these obstacles that still hamper a maximum conversion rate on mobile?
There are mainly :
A complicated page scrolling
Lack of automatic entry
The difficulty of comparing different sites at the same time
The lack of detail and realism concerning the products displayed on the mobile pages
The lack of transparency in certain essential information
Here is a list of points for improvement that application developers, UX for applications and digital marketing specialists should address in order to make the mobile channel more profitable.
In the rest of this article, we will provide some ideas in order to achieve the following objectives:
Improve page scrolling
Give more possibilities to compare products easily
Advance product presentation online
Be more transparent about the display of important information
1-? Improve page scrolling
We have all seen it on certain mobile websites or applications: the scrolling of the pages and the navigation, in general, often leave something to be desired. Just like the loading time for that matter, so much so that users end their shopping experience on the site in question.
It is therefore necessary that application developers find ways to simplify navigation, to make it more fluid.
How? ‘Or’ What ?
By integrating a menu bar that remains permanently displayed, for example, so that we can access it even when scrolling down a page. It would also certainly be Georgia Phone Numbers List interesting to provide comprehensive and relevant filtering options that are easy to find on the menu.
Another important element is to give all the keys to the user so that he can easily analyze the flow of information that he sees appearing on the small screen of his smartphone. This can be done by adding standard interface elements to the application, such as a sidebar, footers, headers, or even a feature that gives the possibility to save the articles that we like and that we wish to keep under the elbow for later.
Finally, it will become essential, with the demands of consumers and the progress of AI, to personalize the customer experience as much as possible on mobile applications, by displaying different messages according to the type of audience segment and by indicating sound information that meets the expectations of each category of consumer.
Optimize the automatic entry
Compared to a PC shopping experience, not being able to get autofill on too many mobile apps is really annoying.
Because with this feature, you can fill out the forms required by a website very quickly.
Admittedly, no one likes to fill in these fields and waste their time typing their name, first name, date of birth or address.
Chrome introduced a solution called “Fill” a long time ago that can fill entire forms in the blink of an eye, depending on a user’s autofill profile.
Moreover, with the next major version of Chrome (M43), we are going to take a new step. Because now, information about your credit card and the address you use in Google applications such as the Google Store are available on websites.