Mobile Shopping Faces Cart Abandonment Too
I admit, I’m the kind of Amazon shopper who leaves his cart full for a month, maybe two, and then actually pulls the trigger later on. I probably give Amazon’s marketing analytics team the cold chills. It turns out that I’m not alone when it comes to sluggish trigger-pulling, and on mobile devices, the old boogeyman of cart abandonment is alive and well.
While cart abandonment isn’t the problem on mobile devices that it would be in a physical store—imagine a whole bunch of half-filled carts just littering the aisles—it does represent a serious opportunity loss and a whole lot of revenue that’s just disconnecting before it becomes cash in the store’s coffers.
So what’s driving this old problem made new again? One of the early problems of mobile was a lack of optimization, with sites displaying the same way they would on a PC monitor. That didn’t translate well to a much smaller phone display, so shopping on mobile became cumbersome. Several years of development and the first-ever Mobilegeddon from Google later, and that changed.
Some point to the payment process itself, which is regarded as unduly cumbersome and in many cases downright unpleasant. Admittedly, that’s less of a problem than the resolution issues were, but some sites are still demanding huge lists of information and credentials provided every time a sale is to occur.
Even as these problems occur, there’s still good news: much of the problems can be fixed by paying closer attention to the user experience. Making an experience that works better reduces the chances of people getting fed up and abandoning carts. It won’t fix the case of people like me who let a cart sit for months, but it will bring a lot of shoppers back into the fold. That means revenue, and that means continuing business.
We forget how important the user experience can be in mobile, because it’s come so far in so little time. We have to bear in mind that this is an ongoing issue, and needs regular refinement to help keep shoppers interested and coming back. Failing to do that just costs opportunities, and in an age where online, mobile, and brick-and-mortar are constantly scrapping for business, the customer really does come first.