The only thing you needed, several years ago, was a desktop-optimized website, and you'd be set to start making sales.
Nowadays, about 50% of e-commerce sales are happening on mobile platforms. This means it's becoming more and more essential to optimize your ads and site for the mobile experience.
Until recently, the consumer behavior we consistently see is discovery on a mobile device, then they made purchases on a desktop computer.
If you didn't have mobile-optimized checkout, it wasn't that big deal.
But today, that has changed.
Mobile Discovery, Mobile Checkout
In recent months, we've noticed a significant change in how customers shop with our clients at Sunlight Digital.
More and more people are moving away from desktops, both for browsing and buying.
Mobile devices have taken the lead.
And this changes the game for your e-Commerce store.
It's more important than ever to have your checkout mobile optimization game on point.
Say Goodbye to Friction: This is the solution
In marketing, friction occurs when something hinders a potential customer from progressing in their customer journey.
Have you recently tested your mobile checkout process?
Are you aware of how much friction it creates?
Do you know its effect on your bounce and cart abandonment rates?
For example, in the past, it was common practice to require a customer to create an account before they could check out.
Yes, it's true, as strange as it sounds.
According to Tanner Larsson of BuildGrowScale.com, this friction point will INCREASE your abandon cart rate by a minimum of 24%!
While this friction point is hardly an issue today, there are many other factors that can contribute to friction if mobile optimization isn't a priority.
Amazing Ad, Checkout Process Not Mobile Optimized. What happened?
Mobile advertising and mobile-friendly websites are some of the best ways to increase conversions and avoid abandoned carts.
Check out the video below featuring a company with an impressive ad campaign.
But a single friction point in the mobile checkout stopped a purchase from happening.
Remember, small changes can lead to significant results.
With just one minor adjustment in mobile optimization, this ad could have led to a successful sale.