3 Reasons Why Mobile Users Don’t Convert and How to Fix it

By Adam Coombs

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Imagine you’re the owner of a large retail store and seemingly overnight the world decides it wants to minimize…everything. So you fall in line and open up a smaller shop next to your big one. You shorten down on product descriptions, hack away at unnecessarily flashy product photos, and even make the buttons bigger on your payment terminals because for some reason everyone that comes to your little shop now has fat finger syndrome.

But no matter what you do your little shop never sells as well as your big one.

While the world hasn’t undergone such a crazy kind of transformation overnight, for many business owners and webmasters, this scenario seems a little too real with the increasing use of mobile devices.

You may be thinking that since you A/B tested for a successful desktop version, then simply using Responsive Design will make your mobile website optimized for mobile conversions too.

But really, why would it be?

If you start seeing people standing in lines at the supermarket holding open laptops or sitting on desktop towers waiting for the bus, then we can re-open the discussion. But in reality, the way people use mobile devices and desktop differ drastically, especially regarding how they convert.

All in all, the mobile conversion rate is just about 1% compared to desktop’s almost 3%.

Thus, desktop devices outperform mobile devices in virtually every e-commerce category. We tend to use mobile as more of a research tool and the reason why mobile conversions aren’t as high as desktop can be for a variety of reasons.

Biggest Conversion Blockers for Mobile Users

Conversion blockers come in all shapes and sizes and can be different from user to user. Here are three of the biggest reasons why users don’t become mobile conversions.

User Intent in Mobile vs. Desktop Searches

Users on mobile devices perform searches differently and thus have different intent. Google stipulates that 95% of searches with the words “near me” come from mobile devices. These kinds of searches, whether they’re “close by”, “around me”, or “nearby”, mean that people are looking for a solution to their queries in their area which can result in their purchases being made in-store instead of on their mobile device.

This is a general symptom of a larger phenomenon, being that mobile searches typically average less keywords than desktop searches.

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Moreover, a recent survey conducted by SessionM revealed that 90% of in-store shoppers consult their mobile devices while shopping. This is due to them either comparing product prices, acquiring additional product information, or sifting through product reviews.

Even though users didn’t specifically make a purchase on their mobile device, they still used the mobile website to inform themselves about their purchases. It’s a kind of pseudo conversion in a way, an assist from the mobile website to the in-store conversion.

So while users may be converting less on mobile devices, they still use their mobile devices in a majority of cases as a research tool to complete their purchases whether it’s in-store or later at home from …read more

Read more here:: B2CMarketingInsider

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