Mobile UX Affects Conversion Rates More Than You Think

Andrew Mottaz is the Senior Director of Interactive Strategy at Astound Commerce, where he manages UX and design practices.

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We’ve all seen the latest statistics: mobile visitors have surpassed desktop visitors on pretty much every ecommerce site, but mobile conversions still lag.

As mobile gains prominence, more companies are paying attention to the user experience. They’re adding features and functionality that make mobile a first-class experience instead of a second-class citizen. Some retailers are seizing the capabilities of mobile to offer more to their customers than a desktop site could, such as pre-ordering Starbucks on mobile to skip the in-store line. Adding features and functionality that your customers want is great. However, if you’re trying to add functionality to a responsive site, you’re going to run into a dead end quickly.

Responsive

Ahhhh… Responsive. Personally, I’m a big fan of responsive frameworks for many reasons – one being that they do so much with so little effort. But they have a downside, too. Because they do so much so well, it’s easy to get lazy. I’m sure countless retailers have thought to themselves, “A responsive framework supports different content on different viewports? Great – load a different image on the phone, size it at 100%, and let the browser handle resizing it.”

Responsive was a great start at improving the mobile commerce experience, but the issue is not whether your site can shrink and fit content on a mobile screen anymore. With companies like Facebook, Google, and Apple setting customer expectations on mobile, performance needs to be front and center – especially when dealing with commerce – because it’s crucial to your customer experience and conversion rates.

Putting Performance First

I won’t list an exhaustive set of statistics proving the importance of performance, but here’s a few to chew on:

  1. Google says 53% will abandon a website that takes 3 seconds to load
  2. 1 second is the threshold where a website feels like it is performing smoothly
  3. 0.1 seconds is the threshold where the response feels instantaneous

For mobile conversion rates to continue to grow and surpass desktop rates, we need to keep pushing towards that elusive instant response. Mobify’s Progressive Mobile Web is exactly the type of solution to get us there. It offers app-like features and functionality, works while temporarily offline, and can be saved to a user’s home screen like an app. In other words, Mobify’s Progressive Mobile Web mimics the look and feel of a native app, but brings it to your larger web audience.

Progressive Mobile encompasses Google-backed Progressive Web App technology enabling richer experiences that are tailored to the particular device. The performance enhancements are really exciting: faster checkouts, push notifications on the web, and mobile web speeds 2–4x faster than average are just a few of its benefits.

The Bottom Line

The bottom line is, if you want great commerce, you must offer a great mobile experience to your customers. Astound Commerce co-sponsored a Mobile Commerce UX Design Best Practices Webinar with Mobify. Watch it now to learn more about how your mobile UX can be improved to increase conversions and customer loyalty.

We look forward to seeing you there.

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