There is no doubt that the phone dominated the planet. Currently, more than 4 billion mobile phones are circulating, and it is expected to increase to over 5 billion in 2019.
The evolution to a persistent connection between them and the Internet has a big impact on how most people live, communicate and of course shop.
Today, 51.3% of all Internet browsing is mobile, and it is clearly seen in online commerce. Such a sudden change in consumer behavior surprised some retailers.
For most traditional retailers, the Internet is a relatively new channel. Over the past decade, many pure e-commerce companies have emerged that traditional affiliate companies have taken multi-channel approach and led online diversification.
However, mobile is a different story, consumers are starting to make a big impact on how to shop online, and some retailers are beginning to have a negative impact.
In this blog post we see what needs to be done to confirm that the use of cell phones is affecting online retailing and that companies are not left behind by changes in business behavior. Their customers and competitors.
Mobile phone paradox
Mobile web traffic outperformed desktop traffic in 2016. Many retailers are starting to use desktop websites as primary online channels.
Mobile office sites are often considered sufficiently powerful, but they are not.
Traditional e-commerce sites are optimized for use on desktop computers, such as large screen user interface, mouse interaction, loading heavy page images and movies.
It does not necessarily bring you a mobile version of the website. This is often a small version of the desktop site.
The mobile web is difficult to navigate if the menu is hidden, the button is too small to click with your finger, even if the fastest 4G network is reading the page too late There are cases.
This means that the mobile site’s conversion rate is significantly lower than the desktop site. According to the latest statistics, there is a 4.14% global desktop conversion rate and 1.55 inch mobile web. %.
This situation means that retailer’s conversion rate declines and online revenue is decreasing regardless of total traffic, due to the increasing number of traffic from mobile phones.
That is a mobile paradox.
How can we solve mobile paradox?
Mobile phones are not going anywhere – adopting it is the only thing.
Mobile usage is on the rise, interested in mobile devices, innovative retailers are moving forward.
ASOS reported that it will occupy 69% of all mobile traffic in October. In fact, since the launch of mobile applications, half of the sales of huge online sales are beyond the scope of the application.
This flow to application transactions is a mobile paradox solution.
85.7% of the mobile time is spent on the application and 14.3% on the browser is spent. This asymmetry in the application is a great opportunity for retailers to take advantage of consumer behavior.
Users prefer mobile web applications to create applications for dynamic and interactive experiences. They are customized to meet the needs of users and provide a fluent user experience that is impossible on mobile web.
Application commerce not only helps companies more easily reach consumers, but retail applications are also better than desktop computers and mobile computers in terms of navigation time and interaction.
The average order value of retail applications is also high, and the application’s conversion rate is twice that of mobile sites.
This means that the app is the answer to the mobile paradox. Retailers need to utilize the high conversion rate of the app and increase the overall revenue by utilizing the continuous increase in mobile shopping.
The future is application trade
Given the continued growth of the mobile phone market, it is important for companies to directly address the paradox of mobile phones.
Rather than looking at mobile as an extension of the desktop, you have to think about what you want on the mobile channel (engagement, conversion, revenue enhancement).
The app maintains the optimal user experience and customization that leads users to the app through mobile web browsing while enabling retailers to reach customers regardless of where they are on the phone.
To anticipate the constantly changing online market, the future is the business of the app.