Online commerce experts had predicted it: this year would be the year of m-commerce. With an estimated growth of 89% in spending made from a mobile device in 2015 (according to a study by RetailMeNot ), m-commerce is a major challenge for e-merchants.
M-Commerce in figures:
- 16% of online purchases are expected to be made from a mobile device.
(source : L’Express) - 49% of French smartphone users have visited an online store in the last three months via this device.
(source : RetailMeNot) - 1/3 of mobile users install merchant site applications on their device (particularly those of their favorite brands).
(source: Fevad ) - 72% of e-commerce sites offer a mobile store. 71% of them have recorded sales there. For 44% of them, these mobile sales represent more than 5% of their overall turnover.
(source: Fevad )
What are the expectations of mobile users?
For 41% of mobile users, loading speed is a priority quality.
Unfortunately, the (growing) expectations of mobile users remain unsatisfied in terms of loading speed (as indicated by the study “ What Users Want from Mobile ” by Compuware).
Impatient and dissatisfied mobile users
While 71% of mobile users expect a web page to load at least as quickly on mobile as on computer (compared to 58% in 2009), 46% say that sites generally load more slowly on mobile than on computer.
More specifically, nearly 60% of mobile users believe that a web page should load in less than 3 seconds on a mobile . 74% are willing to wait up to 5 seconds. Beyond this time, they prefer to leave the site in question.
Connection difficulties
In addition to long loading times, 57% of mobile users have encountered difficulties connecting to a mobile site over the past year.
All of these limitations really taint the user experience. So much so that ⅓ of mobile users would leave the site to go to the competitor.
They also leave very little chance of catching up since 57% of mobile users would not buy from a site deemed too slow and 78% would only revisit it 1 to 2 times.
On the other hand, more than 80% of mobile users would connect more often to a fast and reliable mobile site.
The display speed on mobile is also an important element for Google, which favors Mobile First indexing , and which expects sites to be Mobile Friendly (just like users).
Economic consequences
This frustration of mobile users is also felt in mobile conversion rates.
The speed of a site directly benefits the conversion rate, and this, in much greater proportions on mobile than on desktop.
Source: A/B test carried out in May 2014 for a site whose loading time was reduced by 13% and the Speed Index by 50%.
Although M-commerce has been identified by e-retailers as the primary growth lever in 2015, the solutions provided by the latter do not always meet users’ expectations. A clear improvement in loading times is expected by the public and will be necessary in order to take advantage of the full potential of this new sales channel.
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