The majority of mobile shoppers do not land on product pages when beginning their shopping online. Instead, 68% land on non-product pages such as homepages, blog posts or promotional pages, according to new research from Mobify, the mobile shopping platform.
Shoppers also tend to spend less time on a mobile commerce site than previously thought. The mean session duration was an average 5.45 minutes, but half of users are actually spending less than 3 minutes on a site as evidenced by the median.
This means that marketers and mobile retailers need to engage shoppers faster.
Shoppers who actually get to checkout stage have a 33% chance to return to a website within a week to finish checkout.
Meanwhile, mobile shoppers who have already added an item to a cart have a 2.6% return purchase rate within a week compared to a 0.17% rate for those who do not add to cart.
Because the transition from cart to checkout is critical, retailers are advised to optimise their page loads using Accelerated Mobile Pages (AMP) as well as Progressive Web Apps. Push notifications are another effective method to re-engage shoppers.
Unsurprisingly, shoppers spend most of their time in checkout, followed by the cart. By installing faster payment options such as PayPal, Apple Pay and Payment Request API, mCommerce sites can reduce friction.
The findings come on the back of a study Mobify published back in Q2 2017, which identified that shoppers who experienced long loading times had decreased conversion rates. At 15 seconds, the average bounce rate rose to 48%.
By cutting page load from 15 seconds to 5 seconds, page views increased 21% for returning users and 16% for new users.
“Mobile shoppers are constantly interrupted – it’s an entirely different context than desktop shopping,” said Mobify CEO Igor Faletski. “To be successful, retailers need to have mobile websites that perform as well as native apps, which – until now – has been impossible.”
A friction-free mobile shopping experience is a must if customers are to remain engaged and empowered to checkout faster.