It’s no secret that in spite of the boom in mobile web traffic, conversion rates from smartphones remain far lower than on desktop.
This is largely due to the fact that people use mobiles for research and searching for product ideas, before making a purchase on their laptop or PC.
The low conversion rates are mirrored by high abandonment rates, with new data from remarketing firm Cloud.IQ showing that during January the abandonment rate for smartphone users on ecommerce sites was 84%, compared to 72% on tablet and 68% on desktop.
The question is, what can be done to reduce basket abandonment on mobile? In truth a large proportion will continue to drop out simply because they use mobile for product research, however there are still ways of shortening the purchase journey on mobile so shoppers are nudged towards a conversion rather than dropping out.
To give some inspiration for mobile designers, I’ve rounded up some of my favourite UX features from various mobile commerce sites and apps that might help to limit user frustration and abandonment rates.
Blood cancer charity Anthony Nolan launched a new responsive website last year as the proportion of traffic from mobile devices began to creep up to 50%.
The revamp has led to impressive increases in traffic and conversions, as well as reductions in the site's bounce rate.
To find out more about what was involved in the move to responsive design, including the project duration, budget, agencies involved and the impact on visitor behaviour, I spoke to Anthony Nolan's digital marketing manager Sam Butler.
For more information on how charities are adapting to digital, read our blog posts on three content strategies from the non-profit sector as well as looking at how charities use Twitter and Pinterest.
What's the greatest Valentine's Day gift a person could ask for? Why, it's a round up of digital marketing stats of course.
This week it includes click-and-collect, second screening, loyalty apps, Google+, UX testing and Facebook's relationship with TV.
And for more digital marketing stats, check out our Internet Statistics Compendium.
Consumer electronics shoppers usually spend a lot of time researching products before they eventually make a decision, which typically involves looking at upwards of 14 sources of information.
This includes searching for advice from consumer publications such as Which, comparison sites and customer reviews.
Organic and paid search is therefore an extremely important tactic for gaining brand exposure during the purchase journey.
There is a mix of competition within this sector as manufacturers, specialist suppliers, ecommerce brands and multichannel retailers attempt to improve market share.
A new report examining which brands achieve the highest visibility for consumer electronics has found that Amazon.co.uk comes top for both organic and paid search, which probably doesn’t come as much of a surprise.
Starbucks has been hugely successful on social media, attracting tens of millions of fans and followers and becoming one of the most popular brands on Facebook.
In fact it was recently reported that nine out of ten Facebook users is either a fan of Starbucks or knows someone who is.
The coffee retailer has obviously been responsible for some excellent social campaigns over the past few years, so I've rounded up eight interesting examples.
For more information on this topic read my blog post looking at how Starbucks uses Facebook, Twitter, Pinterest and Google+, or check out our similar round ups focusing on McDonald's and Coca-Cola.
Click-and-collect has proven to be a popular service among shoppers, with UK retailer Argos revealing that its ‘check and reserve’ service accounted for 31% of total online sales in Q4 2012.
Similarly, Halfords introduced click-and-collect three years ago and now 86% of all its sales are for in-store collection.
The main benefit is the added convenience of being able to choose when and where to collect your purchases, rather than wasting time searching different stores for items that may or may not be in stock.
A new Econsultancy survey into Christmas shopping habits found that 45% of online consumers used reserve and collect over the Christmas period, which underlines the fact that retailers need to cater to customer demand for convenient delivery services.
Retailer loyalty programs are nothing new, however mobile technologies have changed consumer expectations of how and when they should be able to access their account information.
Loyalty schemes still largely work off plastic cards but there’s huge potential for allowing customers to manage and redeem their points using a smartphone app.
The benefits of loyalty apps are clear, as it allows customers to more easily manage their points and means that retailers can target people with offers and discounts.
And a new survey shows that retailers should certainly be thinking about moving in this direction, as a third (31%) of Australian loyalty scheme members want both a card and a mobile app.
It’s been a while since I added to our series of posts looking at how major brands use social, so I thought it about time to pass judgment on another unsuspecting marketing team.
On this occasion the brand in question is fashion retailer Nordstrom which it turns out has a rather good social strategy, particularly when it comes to Pinterest.
This article follows on from similar posts looking at ASOS, Coca-Cola, Nike, H&M and Burberry, among others.
We all assume that mobile commerce is big business in Asia-Pacific and that the region is light years ahead of Europe and the US in terms of mobile adoption.
However if you dig deeper into the stats you notice that all is not quite as it seems, with huge disparities appearing across the different APAC nations.
To find out a bit more about the state of mobile commerce and marketing in the region, I’ve rounded up several studies and surveys that reveal some interesting stats.
One need only look at the trending topics on any given evening to know that Twitter is a popular tool for discussing television shows.
The network has become the go-to forum for reaction to TV programmes and is one of the few things that ensures people still watch live TV rather than relying on on-demand services.
However a new report suggests that Facebook may also be a popular talking shop for TV shows.
This is a topic we’ve previously discussed in articles looking at why Facebook can’t beat Twitter for social TV and a best practice post on driving live engagement.
But the new report suggests we may have been wrong to dismiss Facebook’s potential for TV chatter, with up to a quarter of the television audience posting content related to the show they are watching on Facebook.