The Proof is in the Pudding: Desktop Converts Much Better Than Mobile E-Commerce

I know, I know…you’d think it’d be the other way around. Yet, that’s just not what the research suggests. Learn the truth and what to do about it in this post.

So, what exactly is going on? Isn’t everything you hear all about mobile and how it’s set to take over the future? While mobile does account for more traffic than desktop computers, conversion rates continue to lag behind the ol’ desktop stalwart. But why?

A few major reasons:

• A larger screen breeds a higher level of confidence (i.e., there’s a smaller chance for unintended clicks)
• Desktop conversions are higher for more expensive/complicated purchases
• Some websites are great at following desktop guidelines but fail to do so for mobile

What Should You Look For?

Now let’s face the truth: small businesses often don’t have the time or money needed to identify and address myriad mobile issues. Yet, you can seek out some of the larger ones on mobile e-commerce sites to immediately address and then focus on smaller issues as your business grows. Some larger hindrances include:

1. A Too-Basic Mobile Shopping Experience

It makes sense to simplify mobile shopping because, after all, wireless connections often lack the bandwidth of desktop PCs. And, of course, the fewer steps needed to buy, the more purchases you’ll get (generally speaking).

There is, however, a risk in removing from the joy from shopping as you whittle down the experience to a simple purchase decision that lacks the bells and whistles available on a desktop platform. This takes the fun out of online shopping for many users, who don’t buy as a result.

2. Unusual Choice of Copy

Because smartphone screens are small, copy is condensed into its most concise terms. while this is helpful, some companies go to the extreme of using language that’s unfamiliar to customers just to fit copy in. If consumers don’t know what your copy means, they won’t buy unless they’re very determined shoppers!

3. Though “Cool,” Image Sliders/Carousels Destroy Conversions

Though used on both desktop and mobile websites, this design strategy hurts desktop conversions—and the effect is even more pronounced on mobile e-commerce sites.

This is because when designers use sliders intended for desktop websites on mobile sites, images become too crowded, and the text is too tiny to see. Given that this suppresses the user’s overall browsing experience, he or she will choose to buy less (or less often) as a result.

Wrapping Up

Mobile is here to stay and will continue to grow. Yet, getting the most out of this platform requires ongoing hard work. Keep this on your radar and see your conversion rate rise as you fine-tune your site for success.