mobile conversion rates

Checkout abandonment: mobile UX examples to help boost conversions

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 checkouts that might help to limit user frustration and abandonment rates.


Mobile conversions from affiliates hit a wall in 2012

New data from Affiliate Window shows that mobile conversion rates have plateaued this year, hovering around the 3% mark since January.

In 2011 mobile conversions increased from around 1.9% in January to more than 3.5% in December, but 2012 has seen a levelling out.

As m-commerce sites are becoming more common, these statistics highlight the difficulty brands face with increasing transactions on mobile.

We recently reviewed the top 20 UK retailers’ mobile checkouts and found that in general the sites were user-friendly. But clearly consumers still prefer to make a purchase using a desktop or tablet rather than their mobile.

The AW stats show that August actually saw a slight drop in mobile conversions to 2.84% from 3.14% in July.