Ecommerce - Mobile First
Posted by
Ronan O'Connor
| Mar 30, 2016
NEXT PLC recent annual report provides evidence of the importance of User Interface experience for e-commerce websites. The graph* above shows the conversion rates (the percentage of people visiting the NEXT website that place an order) for customers shopping using different devices. Conversion rates on mobile phones are always likely to be lower than on desktops, however NEXT believed they could narrow the difference.
Until very recently, the vast majority of mobile phone users would have been presented with the normal desktop NEXT website on their phone screen. NEXT recently switched customers browsing on mobile phones (excluding iPhones) to a mobile version of the site (m.next.co.uk). The results have led to conversion rising significantly, from 4.2% to 5.8%.
This is additionally important when you consider the significant change in the devices customers use to purchase items. The table below* shows just how marked the change has been, with mobile and tablet increasing from 5% in 2010 to 63% in 2015
Taken together the NEXT results demonstrate the significance of improving the User Interface experience of mobile users to reduce cart abandonment. Adding Autoaddress address entry to your website will
- Reduce the number of fields to be filled in by your customer
- Speed up the checkout process
- Ensure capture of accurate, clean delivery address details
- Improve experience for mobile users
Contact Us to add address entry to your e-commerce website.
*Source: Next Annual Report: http://www.rns-pdf.londonstockexchange.com/rns/1259T_-2016-3-24.pdf