UK in the Lead on Mobile Purchases
Mobile Purchases Soar
Data from the Adobe Digital Insights shows impressive growth in Mobile ecommerce over desktop.
UK shoppers purchased more from their mobiles during Christmas season than any European country or the US.
A surprising fraction of all online purchases came via mobiles. £4.10 out of every £10 spent online came from mobiles during this period in the UK. That’s nearly half.
This is important because whilst mobile usage has surged, it was felt that most purchasers would only research on mobile, and purchase on desktop. That trend is changing as people are becomming confident in using money on their phones.
Strangely, perhaps to older mobile users, nearly 40% of people in China have purchased a product in a physical store through mobiles. It is 18% overall, according to mobileecosystemforum. So this suggests that mobile is starting to compete with the wallet.
Overall purchases of physical goods via mobile has increased 30% year on year.
All this suggests that mobiles will overtake desktop for ecommerce sooner than expected.
Part of the reason is that ‘generation X’ (born before the millenium) is starting to make way for Millenials who are entering into the workforce. Hence these buyers, very comfortable with mobiles, are going to tip things into the mobile web.
Nevertheless, even ignoring these trends, mobiles are used to research purchases and identify stores to visit.
In conclusion it certainly is critical to develop a mobile friendly site, and improve load times on mobiles. You also need to consider how to optimise your marketing for mobiles. Typically Ad costs per click on the main search platforms are lower for mobile. However conversion rate is normally less than on desktop.
Mobile ROI is Likely To Be Underestimated in Analytics
It is important to know that business from mobile advertising may be harder to measure. This is because a lot of people still prefer to purchase on desktops. Cross-device conversions recorded in AdWords are also unreliable, in that there is a good chance the ownership of desktops is different to mobiles, and very few get recorded.
This means you would have to allow a higher value than you may be recording as definitely comming from mobiles. Tracking phone calls from google text ads gives an idea of mobile value. However, this is not possible via shopping ads. It is worth considering store visit tracking (a new AdWords feature). This estimates store visits from mobile phone data location tracking. Also, integrating Live Chat tracking into your Analytics can potentially be helpful, to see a general idea of both mobile and desktop engagement.
Insights to why you may not be getting good results on mobile are also provided by a report from Adobe –
Half of those who abandoned purchases on mobile cited low site speed as a main reason.
This is a really big issue because it also effects your organic search result ranking on mobiles. Poor navigation and layout also were cited by 40% of respondants. This is something you can do something about.