The mobile phone has become a key tool for buyers, who research products, compare prices and purchase services through their favorite Internet connection device, the one with which they spend 24 hours a day and that accompanies them everywhere. And as consumers increasingly use smartphones for shopping activities, retailers have been forced to adapt to the trend.

Some have done better and others worse, but the truth is that the consumer is increasingly demanding. And what are the features you want to have on a vendor’s mobile website? An EPIServer survey of more than 1000 adults gives the answer: more than half (54%) want to be able to see reviews of the products of other users, which again shows the importance of the opinion of their peers for the current customer (A spice again by word of mouth, which has the same origin: the trust generated by the recommendations of others).

Among the 5 characteristics of the mobile web most desired by consumers, we also find easy and direct access to customer service (38%) and with the same percentage, the automatic adaptation of the web to the  Denmark Phone Number List    size of the screen. A little below (35%) would come the map and the location functions, since there are many who enter the sellers’ website simply to know where the physical store is.

Finally, 27% of those surveyed also valued the option of creating wish lists, something very practical if we take into account that many times consumers check their purchases via mobile in micro-moments, but prefer to buy later, more calmly, at home and from the computer. In this case, having the wish list would allow to advance steps in the process, without having to search again, one by one, all the products.

These characteristics are what customers want for retailer websites, but not necessarily what they find, since, according to data from Adobe, only 50% of buyers claim to be having positive shopping experiences via mobile (either in web or through the application).Creating comfortable mobile websites is essential to join the mcommerce boom. Retailers who want to sell online already know that although sales via mobile devices is not yet the majority, it is growing at a dizzying rate, while sales via computer continue to grow, but much more slowly.

Thus, Bizrate Insights forecasts a 65% growth in mcommerce over the next year, with which by the end of 2015 mobile sales could account for more than 40% of the total. Currently they represent around 25%, an already significant figure, especially if we compare it with 15% in 2014.And despite the fact that three-quarters of online revenue continues to occur via computer, retailers are already noticing the impact of mobile devices on their sales. A Payvision survey recently revealed that 34% of sellers claimed to have experienced significant mcommerce growth during 2015, and 45% very significant.

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