The 5 biggest challenges in eCommerce: #1 Mobile Conversion

Mobile is taking over the marketplace when it comes to device use, we see a decline in desktop for most retailers with each year that passes…

…But here comes the Catch 22, because whilst eCommerce stores enjoy high traffic on mobile devices, they currently face huge challenges around conversion on mobile devices.

The continued adoption of mobile technologies has caused consumer behaviours and expectations to evolve. If we are to close that gap, then our eCommerce experiences must evolve too. It’s debatable whether mobile conversion can ever match desktop conversion, but nevertheless, a response is needed as consumers become not just mobile-first, but increasingly mobile-only.

As you may have heard, one of the champions in this challenge is Progressive Web App technology. PWA was a response to the findings that whilst cart abandonment happened less frequently in apps, consumers were downloading few, if any, apps!

PWA’s are currently being utilised as a solution to the challenges retailers are facing around mobile conversion by behaving as a hybrid between app and desktop.

One of the most distinguishable characteristics of PWA is its ability to look and behave like an app on the website, whilst offering the consumer the opportunity to download as an actual app off a homepage, rather than having to go and find it on an App Store. Another benefit is a PWA’s speed on mobile, boasting an increase of 300% for some of our clients!

But, is it the ultimate answer to solving the challenging of mobile conversion?

Our clients are reporting increases of 65% in mobile transactions following deployment, so we think so! The only drawback we hear of is that the technology is relatively new, and can feel unnecessarily daunting for some eCommerce retailers.

If you’re one of these retailers, you can learn more here.