Five Metrics To Optimize Mobile Shopping Experience
Mobile devices are rapidly displacing the desktop as the primary means to access the web and interact with the world at large. The penetration of these devices has surpassed all expectations and according to a May 2012 mobile research report from Google (link to pdf), 80% of people don’t leave home without their mobile device. As widespread mobile adoption continues to skyrocket, so then do the expectations associated with the mobile experience. The proliferation of smartphones and tablets across different mobile platforms, mobile web, native app and hybrid apps all add to the complexity retailers face when it comes to delivering the mobile experience that consumers not only expect, but demand. A recent Harris Interactive survey, commissioned by Tealeaf, revealed that 85% of consumers who had conducted a mobile transaction in the last year expected the experience on their mobile devices to be better than using a laptop or desktop computer. There has never been a more crucial time for retailers to invest in their mobile channels, as the mobile experience has now become far more critical than the desktop experience. Design, functionality and real-time insight all play an integral role in delivering a mobile experience that fosters brand loyalty and evangelism. Consumers want on-the-go access to retailers via their mobile devices, and this is supported by the surge in mobile transactions over the past couple of years. According to the same May 2012 mobile research report from Google, 62% of people make mobile purchases at least once a month. Certainly, the design paradigm for mobile is far more stringent than for the desktop. The average width of the human finger has now become the lowest common denominator to be considered. Visual overload is a common problem; simple is now the most desirable outcome. But how do you measure success? Not surprisingly, creating a simple, streamlined and speedy flow for the consumer drives business. For brands who want to ensure that their mobile transactions continue to flourish, here are five variables to measure/track in order to ensure that the optimal mobile customer experience is taking place.Submitted by Bill Loller on May 24, 2012.
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