If the latest MarketLive Performance Index is any indication, the upcoming holiday season could be a fruitful one for merchants. Index data reveals that year over year revenue for the second quarter was up by more than 19%, building on traffic gains of 11.1%. The conversion rate increased nearly 5% as merchants optimize their offerings to convince browsers to become buyers — and even better, the average order size grew by more than 5%, indicating that tactics other than bargain-basement discounting are driving the improved performance.
And just as in Q1, the impact of mobile device usage for shopping is significant. Smartphone traffic now accounts for one in four visits to merchant sites, with traffic soaring 334% year over year, while tablets now drive 15% of visits. But also as in Q1, merchants are by and large failing to capitalize on the mobile opportunity. While conversion rates for both smartphones and tablets increased from Q1 to Q2, cart and abandonment rates remained shockingly high — suggesting that merchants have a long ways to go before realizing their mobile potential.
While mobile cart and checkout optimization should be a top priority, the holiday season’s rapid approach means that many merchants are out of time for major integrations and technical overhauls. But there are more straightforward changes merchants can still undertake to drive improved holiday mobile results. Among them:
Amp up mobile cart messaging about shipping options and costs. To cater to consumers’ continuing obsession with shipping costs and promotions, our recent survey of 100 top mobile merchant sites found that 77% of mobile-optimized sites display the shipping price in the mobile shopping cart. Fewer merchants, however, back up this key piece of information with two other data points that help shoppers make purchase decisions:
- Close to 8 in 10 mobile sites fail to include a description of shipping methods and their timeframes for each tier of delivery service, whether on the cart page or even through a link — which means that there are plenty of carts displaying shipping costs without letting shoppers know what, exactly, the charge buys them. Shoppers value this information, with more than one in five saying they’ve abandoned sites when no estimated delivery date was provided early in the purchase process, according to comScore.
- Just a third of mobile sites feature a free shipping promotion in the mobile shopping cart — whether by displaying a free shipping threshold, a free shipping promo code, or by dynamically calculating the amount shoppers should add to meet the threshold.
Merchants should ensure this information is prominent in the mobile cart. MarketLive merchant Sport Chalet calls out a free shipping promotion at the top of the cart, with the cost deducted further downpage for good measure.
Bulk up visual mobile offerings. Consumers are increasingly using their mobile devices not just for text messaging and store locator lookup, but to browse rich visual environments. For example, the image-driven social pinboard site Pinterest reported in late 2013 that three-quarters of all usage was generated from mobile devices — a 50% year-over-year increase. Fully 15% of all video traffic globally is generated on mobile devices, while on YouTube specifically, 40% of traffic comes from mobile, according to Business Insider.
And yet most merchants fail to cater to this hunger for mobile visuals, often offering mobile shoppers a single product image, with no video content to speak of. Merchants should rectify the situation by adding existing supplemental images and product videos from the desktop/laptop site to the mobile environment.
MarketLive merchant World Market uses a slideshow format to present multiple images on the product page. THe photos give shoppers the opportunity to swipe through the series to see different product details, such as this close-up showing the texture of a hammered metal lamp base.
Download the full Index report for further performance stats, including sector snapshots and further statistics about mobile. What final touches are you adding to your mobile offerings for the holidays?