2017 q3 mobile commerce insights report · • provide faster, smoother, and more app-like page...
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2017 Q3 Mobile Commerce Insights ReportBenchmarks and actionable insights
People today have incredibly short attention spans, so we know we’ll lose our mobile shoppers if we don’t provide fast, intuitive experiences. That’s why we partnered with Mobify to build Accelerated Mobile Pages that load almost instantly. These landing pages have decreased our median load time 74% to ensure customers don’t drop off before the first page even loads.
Malik Abu-Ghazaleh,
Vice President of Digital Marketing & Ecommerce, Lancôme USA
This edition of Mobify’s quarterly Mobile Commerce Insights Report identifies where you’re losing customers throughout each stage of the mobile shopping journey, and how to save them.
1. Shoppers are dropping off earlier than you
think.
2. Good mobile landing pages keep the majority
of shoppers engaged past the first page.
3. Desktop is still winning checkout, but mobile is
narrowing the gap.
4. Mobile leaders are capitalizing on shoppers
who show intent to buy.
INSIGHTS
Let’s get started: Where are you losing mobile shoppers?
Let’s dig into each part of the funnel to find out why your shoppers are dropping off.
Click on search result
Shoes |
First page
Second page
Checkout
Checkout completion
37%
57%
7%
27%
Note: These are conditional rates. For example, the 7% checkout rate is not for all users, just those who saw a second page.
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Shoppers are dropping off earlier than you think.
Click on search result First page Second page Checkout Checkout completion
Pre-bounce rate explained:
A “pre-bounce” occurs when someone starts to load a page, but leaves before it finishes loading.
Users who drop off after the full page load are part of the bounce rate. All retailers monitor this metric, but they forget about those who drop off before this.
The pre-bounce rate includes users who drop off between the click and full page load.
Pre-Bounce Rate
Click Full Page Load Second Page Visit
Bounce Rate
Shoppers are dropping off earlier than you think.
How long do mobile shoppers say they’ll wait?
Shoppers will wait no more than 3 seconds before abandoning a retail site.
62% of shoppers said they were only willing to wait up to 5 seconds.
Source: Forrester Consulting on behalf of Akamai Technologies, n=1,048 U.S. online consumers, September 2009
Source: Imperva Incapsul a report titled “How 5 Seconds Can Make a Better E-Commerce Site.”, n=4,568 ages 18+, February 2016
Shoppers are dropping off earlier than you think.
Cognitive load associated with stressful situations
0 0.2 0.4 0.6 0.8 1
Waiting in line at retail store
Watching a melodramatic TV Show
Standing at the edge of a virtual cliff
Watching a horror movie
Experiencing mobile delays
Solving a math problem
The level of stress caused by mobile delays was comparable to watching a horror movie
Source: Ericsson ConsumerLab, Neurons Inc., 2016
Shoppers are dropping off earlier than you think.
If a shopper “pre-bounces” it doesn’t count as a session in analytics software, so retailers don’t know how many users they’re losing before the first page load.
We began tracking “attempted load” – when a user begins loading a page – in order to quantify the traffic lost before the first page load.
How long do mobile shoppers actually wait?
The pre-bounce rate at 3 seconds is 14.5%, and at 5 seconds it’s 40.3%.
Overall, the average pre-bounce rate is 63.5%.
Estimatedpre-bounce
rate
Estimated load time (sec)
0
0 2 4 6 8 10 12 14
20%
40%
60%
80%
100%
Estimated Pre-bounce Rate by Estimated Load Time
Estimated Pre-bounce Rate by Estimated Load Time
Shoppers are dropping off earlier than you think.
Pre-Bounce Rate Exercise
Find out how many shoppers you’re losing before the first page load.
Use Web Page Test to calculate the average load time of your website. Enter your website URL and select the following criteria:
• Browser = Galaxy S7 - Chrome
• Under Advanced Settings, Connection = Cable
Start the test to get your estimated load time, find that number along the x-axis, and follow it up to the plotted line to get your corresponding pre-bounce rate from the y-axis.
0
0 2 4 6 8 10 12 14
20%
40%
60%
80%
100%
Estimated Pre-bounce Rate by Estimated Load Time
If your estimated load time is 5 seconds, your estimated pre-bounce rate is 40%.
Example
Estimatedpre-bounce
rate
Estimated load time (sec)
Estimated Pre-bounce Rate by Estimated Load Time
Shoppers are dropping off earlier than you think.
InsightTypically, retailers invest time and resources on search engine optimization to drive traffic to their websites, and they monitor the bounce rate to keep customers engaged past the first page – but they’re missing a huge gap in between. Mobile shoppers are dropping off (or pre-bouncing) before the first page even loads because it’s too slow.
How can you speed up your first page load?Accelerated Mobile Pages (AMP) prevent customer drop-off before the first page load. AMP pages are lightweight versions of your common landing pages, which are stored on the search engine’s servers and delivered almost instantly when a shopper clicks through from search results. The average load for an AMP page is 1.8 second!
Shoppers are dropping off earlier than you think.
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Good mobile landing pages keep the majority of shoppers engaged past the first page.
Click on search result First page Second page Checkout Checkout completion
Bounce Rates
The top 25% of mobile sites see a bounce rate below 50%, while the bottom 25% have a bounce rate over 70%.
BounceRate
Desktop Mobile Tablet0
20%
40%
60%
80%
Top 25%MedianBottom 25%
45
54
64
45
53
62
49
57
74
Bounce Rate by Device and Quartile
Good mobile landing pages keep the majority of shoppers engaged past the first page.
Mobile Bounce Rate Relative to Desktop
17% of ecommerce websites have a lower bounce rate on mobile than on desktop.
53% of sites have a mobile bounce rate higher than desktop
29% of sites have a mobile bounce rate similar to desktop
17% of sites have a mobile bounce rate lower than desktop
Bounce Rate on Mobile Compared to Desktop
Good mobile landing pages keep the majority of shoppers engaged past the first page.
InsightBounce rates are typically higher on mobile because mobile shoppers are often looking for quick information on the go (the location, store hours, a product review, etc.). However, if mobile landing pages are designed to help users complete a task, and the page transitions are fast, retailers can keep the majority of mobile shoppers engaged past the first page.
How do you decrease your mobile bounce rate?• Provide faster, smoother, and more
app-like page transitions with a Progressive Web App.
• Design landing pages with the mobile shopper’s context in mind – create a clear next step to help the shopper complete the desired task quickly.
Good mobile landing pages keep the majority of shoppers engaged past the first page.
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Desktop is still winning checkout, but mobile is narrowing the gap.
Click on search result First page Second page Checkout Checkout completion
Checkout Rate
Checkout Rate Definition: The share of total sessions that go to the checkout page.
The mean checkout rate for mobile is 3.9%.
CheckoutRate
Desktop Mobile Tablet0
2%
6%
4%
8%
10%
Bottom 25% Median Top 25%
2.8
6.7
9.6
2.1
5.4
8.6
2.63.0
4.2
Checkout Rate by Device and Quartile
Desktop is still winning checkout, but mobile is narrowing the gap.
Checkout Rate
Mobile checkout rate is about half (40-60%) of the desktop checkout rate for 45% of sites.
Mobile checkout rate is greater than 80% of the desktop checkout rate for 25% of sites.
Mobile checkout rate as a % of desktop bounce rate
0
0.25%
0.50%
0.75%
1.00%
1.25%
1.50%
-20 0 20 40 60 80 100 120 140
Percentage of sites
(density)
Mobile Checkout Rate Relative to Desktop: Distribution
Desktop is still winning checkout, but mobile is narrowing the gap.
InsightDesktop is still the most commonly used device to checkout, but the gap between the mobile and desktop checkout rate is narrowing for mobile websites designed to help the shopper checkout fast and effortlessly.
How can you increase your mobile checkout rate?• Send web push notifications to mobile shoppers with
special discounts and offers based on their previous browsing behavior.
• Avoid vague commands like Next, Continue, or Go, and instead clearly describe where shoppers are going. For example, on a cart page, use a button that states [Proceed to Secure Checkout].
• Add Buy Now buttons to allow shoppers to go straight to checkout and skip Add to Cart.
• Create an obvious mini-cart. A blocking modal alert window forces shoppers to consider their next action rather than browsing indefinitely, which moves them more quickly to checkout.
Desktop is still winning checkout, but mobile is narrowing the gap.
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Mobile leaders are capitalizing on shoppers who show intent to buy.
Click on search result First page Second page Checkout Checkout completion
Mobile Checkout Completion Rate
Checkout Completion Rate Definition: The share of users who completed the checkout of all the users who went to the checkout page.
Checkoutcompletion
rate
Mobile
0
5%
10%
25%
30%
20%
15%
Bottom 25%
Median
Top 25%
12.5%
26.8%
32.5%
Mobile Checkout Competion Rates by Quartile
Mobile leaders are capitalizing on shoppers who show intent to buy.
InsightThe top quartile has a mobile checkout completion rate more than double that of the bottom quartile – that’s a big competitive advantage. These shoppers have shown at least some intent to buy, so it’s important to optimize this section of the funnel to capture as many of those potential customers as possible.
How do you improve your mobile checkout completion rate?• Shorten your time to checkout by 2-4x with a Progressive Web App.
There’s a correlation between time spent waiting for pages to load and conversions – shoppers who convert spend 13% of time waiting for pages to load and shoppers who don’t convert spend 23%.
• Send abandoned cart web push notifications to shoppers who abandon mid-checkout to bring them back to complete the purchase.
• Make forms as short as possible. Every form field increases the level of friction in an experience, and creates a potential drop-off point.
• Offer payment options like Payment Request API and Apply Pay to allow shoppers to skip the checkout forms altogether.
Mobile leaders are capitalizing on shoppers who show intent to buy.
Get in touch to learn more about improving your performance, reducing customer drop-off, and increasing mobile revenue with the Mobify Platform.
Copyright © 2017. All rights reserved.
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Questions? Contact us
Who?
A representative sample across 21 ecommerce websites.
Some sections are based on subsets of this data depending on what features were implemented for the site.
When?Q3 (July 1 – Sept 31, 2017)
Methodology
