The Mobile Checkout

Seamless mobile experiences will set you apart

Consumers are counting on mobile shopping to help them navigate what promises to be a challenging holiday season. Merchants who reward this faith with stable, swift, and seamless mobile experiences will not only win holiday sales but earn lasting loyalty.

Test and re-test mobile checkout 

 More than 30% of shoppers report problems with the online cart and checkout. 36% of heavy mobile users and 35% of respondents say they commonly encounter gift or promo codes that don’t work when they enter them. In comparison, 34% of shoppers overall and 31% of mobile-first shoppers say they commonly experience stalled transactions. Retailers should test integrations with alternative payment providers such as PayPal or Klarna and provide helpful gift code error messages, such as pop-up alternatives encouraging shoppers to join the email list in exchange for an instant discount. In addition, tap-to-call buttons and live chat links should be prominently displayed, with proactive chat sessions triggered when customers encounter problems.

 

A survey of 1,600 shoppers shows mobile speed, product discovery and checkout are top priorities for improvement among online retailers.

As a challenging holiday season approaches, consumers count on using their phones to shop more than ever—but retailers need to close critical performance and functionality gaps to avoid disappointment and lost business.

Nine in 10 (91%) American consumers plan to do just as much or more of their gift shopping online this year than in 2020, according to a recent survey of 1,600 U.S. consumers by FullStory—and the majority will do most of that online shopping on their phones.

Fully 58% of respondents say they use their phones for at least half of their online purchases, while 35% use their phones as their primary online shopping channel. More than a third of those heavy phone users (34%) will shop more online this year than in 2020.

Though consumers rely heavily on their phones to shop, they report more glitches and errors when shopping on mobile than when using computers or laptops. A litany of complaints is familiar to all of us who shop in-app: misdirected landing pages, painfully slow search, dead-end navigation, unexplained cart crashes, and more. Even worse, many desktop features we rely on, such as filter by size or color, are often clunky on mobile, if they are available at all. Nearly half of survey respondents (46%) say they encounter more poor shopping experiences on their phones than on PCs, while another 27% say they experience problems equally on both types of devices.

That’s unfortunate because most consumers—especially heavy phone users—are unlikely to shop again with a retailer after a poor online experience. While 55% of survey respondents won’t return to a site after encountering glitches or other problems, that percentage jumps to 62% for mobile-first users.

Moreover, the holidays are an especially bad time to test shoppers’ patience with faulty websites. Three in 10 (30%) survey respondents overall—and 33% of mobile-first shoppers—find site glitches and errors more frustrating during the peak holiday season than at other times of the year. Just 7% of all consumers are more tolerant of site problems during the holiday rush.

The upshot? With the holiday season potentially challenged by so many events beyond retailers’ control, they must eliminate the problems they can fix—and perfecting the mobile experience should be at the top of the list.

Kirsten Newbold-Knipp, chief marketing officer at FullStory

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