(How To) Take Advantage of These 9 Mobile Commerce Stats to Boost Your Sales
Getting certified as an ecommerce marketing specialist and working with several ecommerce companies exposed me to a lot of things I never knew about the industry before now. One is the largely untapped potentials of mobile commerce (or m-commerce for short).
Sure it’s no longer news that you should consider mobile when creating your ecommerce business – that is, you should make sure your website is mobile responsive and optimized. According to MoPowered (now Mporium), 30% of mobile shoppers abandon a transaction if the experience is not optimized for mobile.
It would be more than worth it if you can put more effort into improving the experience of your customers and prospects across all mobile devices. You want to ensure your ecommerce website intuitively adapts to whatever device (type, size, operating system, etc) is accessing it.
Here are 9 mobile commerce stats to encourage you – with tips on applying them to your eCommerce website/business:
- Mobile commerce makes up one-third of all ecommerce
This stat just further emphasizes the need for your ecommerce website to be mobile responsive, and also optimized for mobile search. It was discovered that during the holiday shopping season in the US alone in 2015, one-third of all online purchases came from smartphone users.
Business Insider Intelligence predicts that this figure will go up in the nearest future – 45% of ecommerce will come from mobile by 2020.
Other useful corroborating stats are:
- InvespCRO states that 56% of smartphone or tablet users intend on utilizing their devices to search for and/or buy gifts this holiday season.
- 62% of smartphone users have made a purchase online using their mobile device in the last 6 months.
- mCommerce sales in India have accounted for 11 percent of total retail sales in 2014 and is expected to grow to 25 percent by 2017.
- Close to 40% of sales on the traditional brick and mortar shopping day came via a mobile device last Black Friday
This is up almost 10% from the previous year. And it shows that even when you run a brick and mortar store, you want your business website to also be fully optimized for the mobile consumer.
One thing that remains sure is: the numbers can only go further up year after year – 2017 Black Friday sales via mobile for brick and mortar stores will most likely surpass other channels.
So, prepare ahead. Be mobile-friendly already.
- 67% of consumers start shopping on one device and then continue on another
With more than 60% of adults in the USA alone having at least two devices, the power of multi-screening shouldn’t be underestimated. Google’s research shows the importance of serving customers your business-related content and ads across multiple platforms. We love to use more than one device in carrying out our activities – makes us feel efficient.
For example, on Facebook alone, 33% of people who start on a mobile phone convert on a desktop. It’s usual for people to find a product on mobile and head to the desktop to do more research before finalizing their buying decision.
The takeaway here is: We are all now “multi-screeners,” so give your customer a multi-screen experience. A good way of achieving this is to place top-of-funnel ads on mobile and use retargeting ads to follow up on bigger screens.
- Every 100ms increase in load time decreases sales by 1%
So much has been said about loading speed over the years. This, however, puts it into some scary perspective – especially considering mobile gadgets keep getting faster every year, and users expect sites to load multiple times faster on mobile than on PC.
Ecommerce giant Amazon stated that every 100ms (milliseconds) increase in load time costs them 1% of sales – that is 10% of sales lost for every 1 second of page loading.
If a site like Amazon losses this much from slow webpage speed, you can imagine what those impatient and unforgiving customers would do as soon as they land on your site that takes forever to load.
- Facebook and Instagram account for more time spent on mobile than the next 10 channels combined
According to ecommerce marketing expert Ezra Firestone, one of every five minutes of mobile consumption happens on Facebook or Instagram.
The best way to take advantage of this mobile trend is to put more efforts into your Facebook and Instagram marketing – do all you possibly can to put your brand in front of these mobile consumers spending a lot of time on these two platforms. Follow the money!
- 53% of smartphone users feel more favorable towards companies with instructional video content on their mobile site or app
Research by Google has found that you get more love (engagement, shares, sales, etc) from a ton of smartphone users – over half (53%!) – when you provide instructional videos on your mobile site or app.
How can this help an ecommerce site close more deals? If your product is in any way near complex, provide an instructional video.
Even for non-complex products, use a lot of videos throughout your ecommerce site – product videos, video testimonials, “our story” videos, thank you videos and so on.
- People are five times more likely to watch Facebook videos on a phone
Still, on video, you want to ensure you go beyond your website or app, but also use videos in your ads.
While YouTube may generally be the number one spot for online videos, Facebook is closing in fast, and doing all they can to overtake YouTube – especially now that they’ve launched Watch.
Facebook is believed by many to have more video consumption rate – thanks to “autoplay.” A large percentage of that video consumption happens on mobile, however.
Create video ads that both stand out from among the sea of videos on Facebook and yet feel native – not too intrusive – to the platform. Striking this balance is what will give you success with video on Facebook.
- 71% of mobile purchasing decisions are most influenced by emails from companies
We’ve heard it over again that email gives the biggest ROI among all marketing mediums. Now we know, thanks to this Adobe stat, that even when it comes to mobile, email still wins – by 71%.
What this stat tells you is that if you’re not yet utilizing email effectively in your ecommerce business, then you’re putting a lot of money on the table. Then this takes us back to optimizing for mobile.
You shouldn’t just make your site alone mobile friendly; your emails should be optimized for mobile too, to give mobile readers the best experience. The last thing you want to do is make your customer go through a series of zooming, pinching and horizontal scrolling while reading your emails. Only a few people are that patient.
- 41% of users will go to the competitor after a bad mobile experience
Another stat by trusty Ol’ Google that summarily tells you that the best – and fastest – way to lose your (would-have-been) customers to the competition is to give them a bad mobile experience. They’ll unforgivingly ditch you for the next (better) business – a whopping 41% of them. The thought of that alone raises the hair on my back.
The essence of this article is to encourage you to ensure your business is as mobile-friendly as possible – from website to email, to ads and everything in-between. That’s how you can tap into the growing trend of mobile commerce/shopping that’s fast taking over the ecommerce terrain.
In closing, always have it in mind that 61% of people have a better opinion of brands when they offer a good mobile experience.
All you have to do is build, structure and market your ecommerce business with these mobile commerce stats in mind. Countless rewards await you when you do so.
Oludami Yomi-Alliyu is a freelance copywriter and certified ecommerce marketing specialist. He also writes for major publications like Entrepreneur and ThriveGlobal. You can find him on his website, www.oludamicopy.com