Demandware has published a new report to help retailers usher in a dramatically better mobile shopping experience, looking deeper into shopper activity on mobile, to the elements that define a winning mobile commerce strategy.
The Mobile Shopping report reveals actionable insights from 400 million shoppers, providing retailers with insights into today’s mobile shopper.
In addition, the report features multiple case studies exploring how leaders in retail, such as Jo-Ann Fabrics & Craft Stores, approach mobile shopping.
How Jo-Ann Uses a Mobile App to Engage Shoppers Across Channels
A key area of differentiation between mobile web and native app is function and shopper experience. Jo-Ann Fabric and Craft Stores worked with GPShopper to develop a mobile app that is not only supremely functional but also offers its customers a unique experience and benefits distinct from its other channels. Indeed, other retailers have noted that mobile apps make the most sense How Jo-Ann when they offer shoppers exclusive features and benefits.
Key findings from the report include:
- ‘Mobile First’ is here. We are now on the path to ‘Mobile-Only.’
Mobile devices drive the most traffic to retail sites,and are on pace for much, much more. In fact, by the end of 2017, shoppers will place more orders on phones than any other device. By the end of this year, shoppers will also choose to start more baskets on phones as well.
- A new metric, Conversion Index
The conversion rate on phones falls well short of that on tablets and computers, but has improved as shoppers have gotten more comfortable shopping on phones and technology has streamlined the mobile shopping experience. With that in mind, we’ve introduced a new metric, Conversion Index, which helps quantify the performance on each device. This help retailers benchmark their efforts and performance. Over the past few years, the Conversion Index on phones (see chart below) has risen dramatically, and is up 70%.
- Checkout is a pain point
Shoppers are 26% less likely to start a checkout on mobile than other devices. Those who do begin checkout on mobile are also 11% less likely to complete it. There is hope, though. The report suggests that advancements from PayPal and Apple Pay will shoppers have better tools and a streamlined path to purchase.
Learn more about GPShopper's Demandware SDK, the only solution that allows Demandware clients to gain accelerated speed to market with iOS and Android mobile apps, with greater reliability, security, and one of the fastest native checkouts possible.