Duncan Keene, UK managing director of ContentSquare, explains the role that user behaviour analysis has to play in increasing mobile conversion rates
The shift to mobile is evident everywhere we look. If you’re reading this now on a bus or a train, look around you at all the people glued to their phones. As you do, you’ll see also that the addiction to mobile is in no way a millennial-only phenomenon; it holds across all age groups and demographics.
This trend towards mobile consumption is reflected in an explosion in mobile traffic to websites, and a similar increase in app usage. In fact, according to ComScore’s ‘Global Mobile Report’, British consumers now spend 46 per cent of all their digital media time in smartphone and tablet apps.
Yet despite this increase in mobile activity, mobile conversion rates remain flat, because consumers behave very differently on mobile compared to how they behave on desktop. Sadly, however, their journeys and needs are not being catered for by the majority of mobile sites and apps. The message is clear: eCommerce teams urgently need to address how they optimise their mobile sites and apps to increase conversion.
In the digital world, there are no sales assistants to help consumers find what they are looking for. Your UI (user interface) and UX (user experience) are everything. Most brands with an online presence have worked hard on these aspects of their websites, and have reaped the benefits in terms of increased conversion rates and basket values.
But on mobile, things are different. Consumers have high expectations in terms of page load times and easy, intuitive navigation, and will not hesitate to click away if they are not met. Scrolling, swiping and snacking have become impulsive behaviours, but they are behaviours that most apps and mobile sites do not cater for.
The fact is that most eCommerce teams don’t understand why mobile conversion rose or fell on a particular day; they don’t understand why mobile customers behave the way they do. This is because they don’t have the right tools in place to enable them to see and understand what’s happening.
But the tools are out there. From a simple integration, ContentSquare’s platform records every user session and then stores and collates it to enable you to see what’s working, and what isn’t, so that your eCommerce and mCommerce teams can see quickly what they need to change and optimise. You can even use it to retrospectively analyse user behaviour, so if conversion rates fall, you can look at what has changed on the site or in the app that may be responsible.
By analysing site-path navigation; and conducting zone analysis to understand each zone’s role in conversion, attractiveness and hesitation, and optimise their performance, you can easily and visually identify areas of interest and rearrange elements to maximise time-on-site, taking the guesswork out of mobile conversion and empowering your teams to deliver an engaging and coherent user experience that will keep your customers coming back, and spending.
Brands like Orange, Unilever, Clarks, Accor Hotels and BooHoo.com have seen first-hand what user behaviour analysis and the resultant UI and UX optimisation can do for their mobile conversion rates, and are bucking the trend that sees most brands fail to turn an increase in mobile users into increased revenues.
The shift to mobile is only going to increase. If you’re one of the many brands struggling to understand why your mobile conversion rates are not doing the same, perhaps it’s time to act.
This sponsored article first appeared in the February 2017 print edition of Mobile Marketing. You can read the whole issue here.