As the channel becomes more popular, research is showing that the customer experience is vital.
The more people conduct price comparisons and research products using mobile commerce websites with their smartphones, the greater the importance of a positive experience for those consumers, as the results can be detrimental to a brand or company.
The latest research is showing that positive experiences will have them coming back, but negative ones are the opposite.
This is particularly true when it comes to people making actual purchases over mobile commerce. When an individual attempts to use his or her smartphone or tablet to buy an item, Econsultancy revealed that the process is quite slow in many cases and it is turning consumers off – potentially for good.
There are several things that mobile commerce companies can do to help rescue their customer experience.
The researchers behind the study pointed out that among the most important things that a company can do to improve its overall mobile commerce experience is to reduce the page weight as much as possible. This is important for a number of reasons, including shrinking the time required to load each page, and improving its success rate overall. The faster a page loads and the fewer errors it generates, the more a customer will trust it and be willing to go through the process of completing all of the steps to make a purchase.
Gomez statistics have indicated that the percentage of people who expect that a mobile commerce page should load just as quickly as a standard desktop page had skyrocketed from 58 percent in 2009 to 71 percent in 2011. This is a definite growing trend and it indicates that these factors should not be underestimated while designing a smartphone friendly shopping experience.
The example of Amazon was used in the report, as its mobile commerce design has made it fast and easy for repeat purchases to be made. This has increased the site’s strength over the years that it has been in existence for smartphones. Though data needs to be entered the first time the shopper makes a purchase, once it is saved in his or her profile, only a few confirmation taps need to be made by a customer who is signed in and who wants to make a purchase using the same shipping address and credit card.