News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 annoyances for mobile shoppers
While mobile shopping is definitely on the rise around the world, there are still some hiccups in that arena. According to new data from Bizrate Insights, a division of Connexity, shoppers want mobile to be fast and simple. Here are their top 3 issues with m:commerce.
First, all that pinching and zooming. Mobile shoppers don't want to zoom to see images or pinch to read product content. They also want the content to be readable, i.e. big enough that they don't have to squint to see it.
"This can lead to a frustrating experience wasted loading time and a higher bounce rate," said Hayley Silver, Vice President, Bizrate Insights, a division of Connexity. "If the text seems a little on the small side, a little too light, or not contrasted enough with the background, just change it."
Silver's tips: for image issues, consider using a few pixels of 'padding' before links to reduce the number of stray click and ensure your mobile site supports scrolling. For text, 'frontload' your content with the most important information first, and use less text.
Second, keep your desktop and mobile experiences as similar as possible. Shoppers will remember how products are presented as well as their availability. Also, even though Silver advises brands to be succinct with content, allow for consumers to click for additional information or 'silo' product information into tabs.
"While cutting copy on your homepage and category pages can free up precious space on your mobile screen, never sacrifice your product copy. Mobile shoppers who are seriously considering a purchase want the same amount of product info as they would on desktop. Never eliminate or reduce product details to save space, instead get smart about how you display it," said Silver.
Third, offer alternate payment options. The Bizrate Insights data shows 66% of those surveyed don't trust retailers with their payment information.
"Always offer mobile shoppers alternative payment systems: Solutions like PayPal, Google Wallet and Visa Checkout don't require shoppers to enter their personal, and many shoppers Bizrate Insights surveyed explicitly mentioned that they preferred PayPal for security reasons," said Silver. "Consistently remind shoppers that their information is safe: Use terminology such as "enter secure checkout" throughout your mobile site, and offer further information about your security measures for those who want to learn more."
Image via Shutterstock
- Expert: Travel next up for programmatic direct
- Expert: How to reduce involuntary churn
- 170% rise in ad requests containing location data
- Brexit, Trump leave marketers skittish about targeting
- Email analysis reveals extent of email attacks on businesses
- Report IDs the next big tech products
- Brands: How to prep for the subscription economy
- Expert: What Buffett's Walmart sale means
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...