Benchmark recap: Are error rates hurting your mobile conversions?

Ever wonder why you're glued to your phone, yet still hesitate to hit that 'Buy Now' button? You’re not alone. Mobile devices dominate our digital lives, but there are still barriers holding mobile commerce back.

Our latest mobile benchmark report, “How Mobile Performance Builds Consumer Confidence,” unpacks the concerns consumers have, the opportunities to grow mobile conversions, and how mobile can finally take center stage in the e-commerce world.

Let’s dive into the highlights and what they could mean for your mobile strategy.

Why is mobile traffic so high, but conversions still so low?

Mobile phones have become our constant companions, driving a staggering 73% of monthly online traffic across industries. In fact, consumers are spending 20% more time browsing on their phones in 2024.

But here’s the kicker: despite the surge in traffic, actual purchases on mobile remain surprisingly low. Only 26% of people are completing purchases on their phones daily. This raises a crucial question for digital teams: how can we turn this constant browsing into consistent buying?

What’s causing consumers to hesitate when buying on mobile?

So, what’s the holdup? A lot of it boils down to performance issues. Have you ever faced a frustrating app crash or a painfully slow-loading page? You’re not alone.

Our findings reveal that 43% of consumers encounter errors, and 59% experience sluggish performance. What’s more, mobile error rates are 2-3 times higher than on desktop, according to Quantum Metric platform data.

These hiccups erode trust, making shoppers think twice before committing to a mobile purchase. Whether consumers perceive a brand’s app as poorly maintained or suspect a security risk, many will abandon their purchase or turn to their reliable desktop to complete the transaction.

What opportunity does mobile present for growth and higher conversions?

Despite these challenges, there’s a golden opportunity waiting to be tapped. Mobile can be a powerhouse for driving loyalty and boosting sales—if businesses can step up their game.

The secret? Visibility. By understanding and addressing performance snags, businesses can transform hesitant browsers into confident buyers.

Quantum Metric customers who invest in mobile improvements see a stunning 60% increase in average order values year over year. This proves that by focusing on performance and trust, businesses can turn mobile’s potential into profits.

How can you turn mobile commerce into a high-converting success?

So, how can you ensure mobile commerce thrives? Here are a few actionable tips:

• Gain visibility into the entire customer journey: While the checkout flow is crucial, it’s equally important to understand how customers interact with different areas of your app or mobile web experience.
• Communicate when things go wrong: No experience is perfect. When issues arise, clearly communicate what happened, why it occurred, and how it will be fixed.
• Personalize the experience: Tailor the mobile experience to individual preferences by offering relevant product recommendations and promotions.

Mobile commerce is poised for greatness—it just needs the right push. Explore our full mobile benchmark report for deeper insights and strategies to help you transform your mobile approach and drive conversions like never before.