88% of mobile shoppers have negative user experiences
We’ve just read about some interesting research that was conducted in the US by Skava earlier this year that shows that although the number of consumers using smartphones to shop has increased to 71%, the user experience is still far behind consumer expectations and satisfaction is low. 88% of consumers who shop via mobile have had negative experiences.
Mobile shopping user experience issues
- Navigation (51%)
People find that websites are more difficult to navigate through their mobile device compared to desktop. - Small images (46%)
Product images are too small for consumers to make a buying decision. - Security concerns (41%)
Concerns regarding security still prevail. This particularly relates payments. - Checkout process (26%)
Checkouts are still not being designed to be easy and simple to complete via mobile. This creates a major barrier to purchase.
Other consumer concerns
- The costs of data usage.
- Difficulty adding coupon / discount codes.
- Mobile website speed.
- Clicking the wrong buttons (less precision on mobile).
Consumers don’t return after a bad experience
- 36% would abandon the purchase altogether.
- 30% would never return to that particular retailer’s mobile website again after a negative experience.
- 29% of smartphone owners claimed it would be 6 months or more before giving a retailer’s mobile website a second chance.
- 33% would immediately go to a competitor.
“It isn’t just about putting a mobile website out there – it is about building an experience that is easy for customers to use and takes into consideration the unique attributes of mobile devices. Achieving significant conversion rates on mobile is possible. Amazon, a constant threat to traditional retailers, generated $4bn in sales through mobile last year.” Arish Ali, Skava
Many retailers are still failing to provide a satisfying user experience and are currently losing customers and market share to their competitors who create superior mobile experiences.
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