3 out of 4 of shoppers say shopping on a phone is frustrating

According to CNN, smartphone and tablet apps have become the most common way to access the Internet and yet 78% of shoppers who have tried to use their phones to buy something saying they’ve found the experience frustrating.

If the first thought that comes to your mind while reading this statement is that you are doing fine, because no one ever complained about your experience, think again. A typical business hears from only 4% of it’s dissatisfied customers!

Since mobile commerce is projected to represent over 24% of overall ecommerce revenues by the end of 2017, it is crucial to start monitoring your mobile experience for potential weaknesses.

How do you know if you are succeeding at mobile? Here are a few Performance Indicators to keep an eye on:

  • Conversion – conversion is not only about a transaction, it can represent any task that you want your customers to complete such as signing up for a newsletter or calling your store.
  • Session Length – The longer a customer spends on your experience, the more engaged they are with what you are saying or offering. Knowing where your visitors spend the most time and where they spend the least can help you determine the weaker areas of your experience so you can improve it.
  • Bounce Rate – If a high number of visitors come in to your mobile experience, view only one page and leave straight away, it is called bouncing. A high bounce rate can help you identify pages that need improving.
  • Retention Rate – It is much more expensive to attract a new customer than an existing one, which is why your retention rate is such a good indicator of success. The better your content, the better your experience or customer service, the more returning customers your will get. It is as simple as that.

Take a moment to determine the most likely actions your customers might make. For example, a successful task completion might include downloading a coupon, signing up for a newsletter, purchasing an item online or calling your store.

Once you know the key Performance Indicators for your business, you can start monitoring them and improve your experience (and bottom line) dramatically. Knowledge is power, use it!