The Mobile commerce is growing at an outstanding rate–about three times the rate of overall e-commerce. However, another staggering rate is also drawing our attention. According to Monetate Ecommerce Quarterly, the regularly updated benchmarks on conversion segmented by devices for large Ecommerce brands, the smartphone add-to-cart and conversion rates remained much lower than for the PC-based traditional devices as of Q4 2015.
So the question is what is hindering mobile browsers from converting to customers?
A March 2015 survey by the Economist Intelligence Unit asked the respondents the top three reasons why they don’t buy via Mobile Devices, and here is what it revealed:
One in every five respondents mentioned that it takes too long to make a purchase via mobile devices and nearly half (45%) of the respondents pointed out that “it is too difficult to make a purchase using mobile site/app”.
There are many overlapping reasons for these “difficulties” and high shopping cart abandonment rate. Many of them are inherent to mobile, such as slow navigation between pages and small screen which restraints product text and images and slow page loading speed.
Just as online retailers are looking for ways to drive revenue on mobile, a new content trend is getting everyone excited by removing the hassle of mobile shopping and simplifying the path to purchase: Shoppable content on mobile.
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Shoppable content is any form of content that enables a direct purchasing opportunity by linking purchasable products featured in the content that consumers are viewing. It reduces the clicks and back-and-forth navigation which are causing the mobile shopping difficulties.
Simply put, it is only going to take one or two clicks between the “I want it” moment, when people’s heartbeats start rocking when they see a product they desire on mobile devices, to the “Got it!” moment, when they can actually buy it.
This kind of “teleportation” eliminates any interruption caused by the inherent deficiency of mobile shopping. Since it shortens the consumer flow, online retailers can easily track and measure conversions of various content marketing campaigns.
Only about 10% of the brand’s Instagram posts are actually dedicated to commerce, but the shoppable Instagram Feed boosts 120% higher conversion rates.
Convenience isn’t the only influence that propelling shoppable content, it’s capability to promote relevant items to consumers based on their interests is a huge opportunity as well. The majority (70%) of consumers said in a survey conducted by AgilOne that they expect personalized content with brands that they interact with.
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