Everybody’s Doing it Why Aren’t You?

Everybody’s Doing it Why Aren’t You?
29 Jan 2013

Actually, strictly speaking, in Australia at least, not everyone is doing it. Doing what I hear you ask? Doing the smart thing in the current retail climate is my answer – engaging in building an effective full m-commerce website. Unlike the US, where m-commerce is considered de rigeur, Australian retailers are yet to get with the profit making program and understand exactly what having a mobile reactive website means.


Only four of the top 25 retailers in Australia have fully responsive m-commerce websites. Four. Considering that mobiles account for 47% of the way that people use websites in Australia (statistics courtesy of Mobify), this means that just 16% of said retailers are hitting the cash cow. That is half of the shopping population being effectively swallowed up by four retailers.


Flurry statistics also show that mobile shopping is up 247% in the last financial year, with retail apps dominating the click list. If consumers visited a non-mobilised site on their mobile, 68% would never return to the site again if on their mobile – and 30-40% will head to a competitor’s m-commerce site instead.


This is such an easy fix – and yet it is not being taken up. Whether this is due the ongoing issues of the platform integration, cost, proof of concept (although I think the stats speak for themselves) or lack of expertise, I am not certain. But for those retailers who recognise that they do need to amend their sites, and that they need to act now, before it’s too late, here are some tips to help point you in the right direction:


    1. Review the mobile traffic coming to your website – ensure that firstly yes, people are using mobiles as a point of entry – and if so, what percentage?


    1. What keywords are they using; what are they looking for when they get there, and what is the bounce rate?


    1. Conduct consumer research; understand what they are looking for in an m-commerce site and how they want to purchase from you


    1. Evaluate the platforms and technologies available; a lot of organisations are looking at responsive design to keep costs down, but this doesn’t necessarily provide a great user experience;


    1. Look at your competitors and other industries that are doing well with their m-commerce space – and look to overseas markets like the US and Japan. They do it and they do it extremely well.


  1. Build a business case – traffic predictions, costs – how long will it take to recuperate the investment?


    1. Make the process a positive experience for the consumer – it needs to be intuitive, easy and most importantly quick (you literally have three seconds to capture their attention);


  1. Implement a 3 click rule. Consumers should be able to get where they want to go in 3 clicks. If they can’t – they are usually impatient enough and time-poor enough to go elsewhere.


This is economically sound advice, as borne out by statistical evidence. The world is mobile. The way we shop is quick-paced and on the move.


Don’t let your business be the one staying static.



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