Consumer Brand Manufacturing Spotlight: Mobile Christmas Failure
M-commerce fared poorly on Christmas Day last month, at least according to IBM data. How bad? E-commerce sites had 288% higher conversion rates on desktop than on smartphones. Jakob Nielsen broke down the details and significance, stating:
“This fresh data should serve as a wake-up call for e-commerce sites to get cracking on mobile usability, because many customers obviously want to shop on mobile devices.”
And don’t look the other way if you’re not in the e-commerce game; you likely have the same problems Nielsen stated:
- No separate mobile design
- Bad general usability
- Non-compliance with mobile usability guidelines
More numbers that will make e-commerce marketing managers shudder: Average sales to desktop users were $107.72 while mobile users lagged far behind at $88.70.… Read the rest
