Fixing Mobile E-commerce So Shoppers Buy

Mobile shoppers just aren’t happy yet with the mobile buying experience. Matthias Clock, the content marketing “chef” for eTail West 2015, believes he has the solution to the problem that IBM brightly highlights with its Holiday 2014 synopsis. About 45 percent of e-commerce traffic came from mobile devices, while mobile sales totaled 22.6 percent, IBM reports. The difference for smartphone users is even starker: While being 31.2 percent of e-commerce shoppers, smartphone users only converted there as 9.1 percent of all Web buyers.

Mobile shoppers just aren’t happy yet with the mobile buying experience. Matthias Clock, the content marketing “chef” for eTail West 2015, believes he has the solution to the problem that IBM brightly highlights with its Holiday 2014 synopsis.

About 45 percent of e-commerce traffic came from mobile devices, while mobile sales totaled 22.6 percent, IBM reports. The difference for smartphone users is even starker: While being 31.2 percent of e-commerce shoppers, smartphone users only converted there as 9.1 percent of all Web buyers.

On Wednesday, Clock writes in his eTail blog post titled “Beating Fraud and Dumped Carts” that the mobile sales that are up 27.2 percent over Holiday 2013—including smartphone sales that increased 47.3 percent—are also plagued by another problem.

“Forty percent of retailers reported that fraud increased in time for the holidays,” Clock writes.

Also, more than half of e-commerce marketers tell eTail mobile platform security is one of the biggest barriers to success in the channel.

At 9:35 p.m. on Tuesday, the Direct Marketing Association (DMA) sent an email to Target Marketing applauding President Barack Obama’s statement during the 2015 State of the Union address about creating a national data breach notification standard.

“For years, businesses have struggled with the complex patchwork of 47 state data breach notification laws,” Peggy Hudson, DMA’s SVP of government affairs. “DMA agrees with President Obama’s comments tonight that the time has come to simplify this system and for Congress to pass a single national standard.”

The National Retail Federation (NRF) made a similar statement on Tuesday.

“NRF supports Obama’s call for a uniform national data breach notification standard, but cautioned that law enforcement might need more than 30 days to conduct an investigation before breaches are publicly revealed,” according to the NRF.

Here are Clock’s mobile marketing tips:

Improve Apps: Use voice recognition and location-based recommendation tools to come closer to the in-store experience.

Security: Balance security needs with a streamlined checkout system to increase consumer trust. “Security is still a major concern among consumers, while shopping cart abandonment is a headache for retailers. Striking a happy medium between convenience and security will allow for the maximum amount of customer satisfaction, and in turn tap in to the lost revenues retailers really wanted in their stockings last year.”

Multichannel Optimization: That way, e-commerce marketers “can ensure that even when Mike abandons his cart on Tuesday, his mobile phone or tablet will remind him to check his list twice and complete his purchase on Wednesday.”

Optimize for Mobile: [Editor’s note: While this is a tip Clock left off of his list, some e-commerce marketers still haven’t optimized for mobile.] Taking a look at IBM’s research, it appears shoppers would switch to larger screens when buying. The report says “smartphones browse, tablets buy.” Some shoppers may have even switched to desktop computers. “Desktop PC traffic represented 54.8 percent of all online traffic, and 77.3 percent of all online sales,” IBM says.

How many e-commerce marketers optimize for mobile sales?

Please respond in the comments section below.

Author: Heather Fletcher

Heather Fletcher is senior content editor with Target Marketing.

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