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4 Reasons Your Mobile Website Kills Your E-Commerce Conversions

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Your mobile site may be decreasing e-commerce conversions. Here’s 4 reasons why.

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You hear a lot about it being essential to have a mobile-optimized website these days. That’s true, but if you’re focused solely on building a great mobile website, you’re trying to solve a web 3.0 problem with a web 2.0 solution.

Over 54.8% of website traffic is generated through mobile devices. Most people are shopping, browsing the internet, and spending time on social media from smartphones. Websites must be able to provide seamless mobile experiences to generate the most conversions and revenue.

However, having a mobile website isn’t enough. Mobile e-commerce websites don’t create a bulletproof solution. They can still have performance bottlenecks, interrupt the customer experience, and irritate consumers. 

Marketers must optimize for web 3.0 to drive more conversions and generate the greatest return from their mobile site. It’s an untapped strategy that few brands are considering. 

This article discusses 4 ways your mobile website is hurting your e-commerce conversion rate and how to solve them through web 3.0 solutions.

Mobile websites aren't built for the web 3.0 user

Customers expect convenient and effortless online shopping experiences. They want to engage their favorite brand’s on the websites, social media platforms, and messaging channels where they already spend their time. 

Unfortunately, mobile websites are often slow and prevent customers from finding what they need, when they need it. In fact, the average load time for mobile websites is 11.4 seconds. That means those that do visit your website are often hit with a bad experience.

This can frustrate customers. Most websites aren’t developed for the web 3.0 user. The modern shopper that wants personalized and fast experiences no matter where they engage brands online. 

Web 1.0 was the first stage of the world wide web. It brought personal web pages, static content, and basic information. Web 2.0 moved to user-generated content, mobile search, and more collaboration. 

What is Web 3.0? Experiences and content that are personalized to each user’s preferences through technology like artificial intelligence and machine learning.

Marketers can drive more conversions on mobile with conversational marketing chatbots. Spectrm’s conversational marketing automation platform helps you start conversations with customers in their times of need on mobile apps like Messenger on Facebook and Instagram.

Provide personalized product recommendations based on their personal preferences. Accelerate the buyer journey by providing mobile experiences that help people make purchases. Not interrupt them.

Customers can struggle to find exactly what they need

When customers land on a mobile website from an ad, they are often directed to a home page or category page. This makes finding exactly what they want difficult. 

After all, no customer is the same. They have unique wants, needs, and desires. Funneling them to a broad page slows down the buyer journey, causing frustration and losing your brand revenue.

Brands can drive customers to relevant product pages immediately with guided shopping bots made with Spectrm. Chatbots ask questions that help you understand each person’s budget, goals, and interests. They provide a fun and engaging mobile experience that guides customers to the perfect product in less time.

Take Happy Socks for example. The Swedish retailer wanted to understand its customers’ specific needs, drive more sales during Valentine’s Day, and improve their return on ad spend (ROAS). 

Happy Socks created a guide selling Facebook Messenger bot with Spectrm’s conversational marketing automation platform.

It helped customers find the perfect gift for loved ones and navigate 300 different sock styles in real-time.

With Spectrm’s artificial intelligence, Happy Socks engaged customers and built personal connections at scale.

The Facebook Messenger bot generated Happy Socks a 3.3x return on ad spend, 20% lift in revenue, and helped them reach customers in 25+ countries. Read the full case study.

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Mobile websites can have unnecessary interruptions

70% of U.S. website users are annoyed by pop-ups. When you’re on a mobile device, privacy and update pop-ups can take up a large portion of the screen, interrupting shopping and creating a terrible user experience.

This can cause consumers to leave your mobile website and visit a competitor.

For example, look at this fashion retailer’s website when you visit it from a mobile device. Popups for choosing a location and accepting cookies appear at the same time, overlapping and causing a poor user experience. 

It takes several more steps to use the mobile site which can cause customers to leave out of frustration.

To solve this, marketers can implement conversational marketing into their mobile strategy. For example, Google Business Messages chatbots built with Spectrm seamlessly guide customers through the buyer journey.

When people search for your brand or a particular product, they can instantly send a message directly on Google and begin a fun conversation in their moments of need.

They don’t have to switch devices, close popups, or navigate through several pages to find the right product. Brands can offer personalized product recommendations and answers from the first touchpoint to drive more sales. All without interrupting the customer’s experience.

Google Business Messages conversation flow

Your mobile retargeting is outdated

Understanding consumer behavior and collecting data for retargeting is crucial. However, some brands use outdated analytics cohorts and third-party data. With changes to iOS 14, Google Chrome, and other browsers and operating systems, businesses must adapt to web 3.0 retargeting to drive growth.

In most situations, a customer clicks an ad and is directed to a landing page. They have to accept your privacy policy, location tracking, and close a pop-up, It’s after these steps that they finally reach a landing page that isn’t personalized to their needs or preferences. 

Marketers also don’t have direct retargeting capabilities as they are going off of anonymous visitors in their analytics. They have to follow these customers all around the web with cookies and expensive remarketing campaigns. 

Brands can use conversational marketing chatbots to overcome these challenges. And, it begins with first-party data. Information that’s collected directly from conversations with customers. 

This helps you deeply understand who your customers are, what they want, and who they’re shopping for. No assumptions or guesses. 

With Spectrm’s conversational marketing automation platform, you can also run campaigns on channels like Facebook Messenger and automatically segment and retarget shoppers in the chat. 

This enables you to personalize how you re-engage people on the same channel while driving them to the most relevant part of a conversation or landing page.

The bottom line on mobile e-commerce conversions

Marketers know that they need to personalize online shopping experiences. Creating a mobile-friendly website is one piece of the puzzle. But, few brands are considering web 3.0. They’re trying to meet the demands of the modern consumer with an outdated solution. 

Experiences need to be personalized beyond just devices. To drive the most conversion on a mobile site, brands must use technology like AI to engage and personalize each user’s experience at scale. 

How can marketers provide web 3.0 experiences and avoid the pitfall of overly focusing on mobile websites? Conversational marketing automation. 

Marketing chatbots built with Spectrm help brands drive users to specific product pages, provide personalized product recommendations, and collect first-party data to deeply understand customers.

Want to see how conversational marketing chatbots can help increase your mobile e-commerce conversion rates? Get in touch with one of our conversational marketing experts today.

Become a conversational marketing expert.

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