Improving the on-site conversions is the biggest challenge for e-commerce businesses, according to a new survey by SLI Systems.
Almost two thirds of respondents (63%) cited improving conversions as their biggest challenge, closely followed by attracting more visitors (62%).
Improving logistics came third with 22%, followed by international expansion (16%) and increasing advertising rates (11%).
It should be pointed out that this was a closed question that only had five possible responses, but it still highlights the fact that boosting conversion rates is a high priority for e-commerce sites.
A new survey has found that the use of m-commerce has remained relatively stable in the past 12 months, suggesting that it’s failing to catch on with consumers.
Orange’s Exposure report found that 29% of smartphone owners had purchased an item using the mobile web in the past six months, compared to 24% in 2011.
This is despite the fact that smartphone ownership has increased from 41% to 49%, which you would think meant that people are becoming more comfortable with the technology.
A previous survey from Webcredible found that security concerns are one of the main barriers to m-commerce, and Orange’s survey seems to back that up.
Australia and Brazil are the leading countries for percentage of mobile traffic to retailers, 47% and 40% respectively, compared to 31% for the US and UK.
The data, taken from 200m visits to Mobify-powered websites, gives a picture of mobile commerce trends around the world.
UK consumers are more likely to use e-commerce than make a trip to a brick-and-mortar store, according to new research from Tealeaf.
A survey of 2,071 adults found that when it comes to making a retail purchase the use of a laptop or desktop computer (83%) actually beats trips to a store (81%).
The difference is most noticeable among respondents aged 34-44 where the difference was 85% to 78% in favour of e-commerce.
It should be noted that the survey was carried out online, but the results have been weighted to try and eliminate any sample bias.
Along with eBay, Amazon was one of the first brands to see the early potential of mobile commerce and is now leading the way in terms of innovation and mobile sales.
Its mobile site and apps have been a huge success and helped it to both maintain its dominance of e-commerce and extend its market reach.
Part of Amazon’s success on mobile is obviously attributable to its reputation as a trustworthy online retailer, but that doesn’t tell the full story. Other well-known brands haven’t adapted to m-commerce with the same urgency or focus on user experience and are now playing catch up.
So here we look at 12 reasons that have contributed to Amazon’s success in m-commerce...
More than two-thirds (71%) of smartphone owners research products on their mobile, with 32% doing it on a weekly basis.
But the volume of research done on smartphones doesn’t necessarily translate over into mobile conversions.
When asked what they had done after researching products on their mobile, 38% of respondents said they completed a purchase in store compared to 25% that made a purchase on their smartphone.
In response to a different question, 41% of respondents said they use their mobile in-store at least half the time they are out shopping.
The findings, which come from a Tradedoubler survey of 2,000 smartphone owners, highlight the fact that high street retailers should be trying to engage with mobile users in-store to encourage them to make a purchase rather than viewing m-commerce as an entirely separate channel.
While mobile commerce is growing, one area for improvement is the checkout process. Sometimes it's just too much hassle to pay by mobile.
However, while other devices are better for browsing a range of products before making a considered purchase, a simple mobile checkout can be an effective method of capturing impulse and repeat shoppers.
To make the most of this opportunity m-commerce sites need to make the purchase journey as short as possible, and one way of doing this is by saving the customer’s credit card and delivery details so future purchase can be completed just by entering a username and password.
Device security, small screens and the inconvenience of entering card details are still among of the main barriers holding back m-commerce.
The findings come from a Webcredible study that conducted diary studies and in-depth interviews with 15 smartphone users.
While it probably won’t come as a surprise to smartphone owners, the study found that mobiles are best for secondary activities that require short bursts of attention and can be abandoned but easily picked up again later.
Key activities included daydreaming (i.e. searching and exploring with no real purpose), short tasks that get things out the way and help the user manage their own time better, and monitoring ongoing activities such as live bets or bids on eBay. my research, but then when I am going to buy it I do it at home”.
More than two-thirds of UK mobile owners (63%) have used m-commerce in some form according to data from inMobi.
Of those yet to use m-commerce, 45% expect to do so within the next 12 months.
Looking at what mobile users have purchased; 47% bought digital goods, 34% purchased physical goods, 26% settled a bill and 21% paid for services.
The data from the UK Mobile Media Consumption Report for Q2 2012 also found that mobile advertising is just as influential as desktop advertising when it comes to impacting purchase decisions.
Almost half (48%) of respondents claimed that mobile and PC advertising had influenced a purchase decision compared to 55% from mainstream TV advertising.
The terrible truth about smartphones is that although penetration in the UK is now above 50% and traffic is constantly rising, people don’t generally use their phone to buy things.
Conversions lag way behind both tablets and desktop, suggesting that smartphones are primarily used for research and price checking.
As such, brands should be doing all they can to direct mobile users to the checkout as quickly as possible in order to encourage window shoppers to actually make a purchase.
Making it into a one-click process, similar to Amazon, will also help capture impulse buyers.