M-commerce is BIG and it’s getting BIGGER. Using revenue as a metric, m-commerce has already passed web e-commerce. According to Statista m-commerce will represent 67.2% of all online commerce by the end of 2019, and 72.9% by 2021.
Much of the growth in m-commerce is coming from emerging markets which, due to the proliferation and low cost of mobile devices, tend to be mobile-first economies. These engines of growth are pretty much operating in a post-web world.
Also according to Statista, users spend in the region of just 4 minutes in the average m-commerce app. That’s a reduction from 6 minutes in 2017! So that’s just 4 minutes to convince the user to make that purchase.
So here’s the challenge, there’s great potential for brands to capitalize on the growth of m-commerce and to expand their business to new and emerging markets, however, users are becoming less patient and are spending less time in the app. Brands need to deliver highly engaging and intuitive app experiences to ensure conversions in the least amount of time. The focus should be on speed to conversion by making the process as frictionless as possible.
Use Conversion Goals and the Time Spent KPI in screen metrics to compare converters vs. non-converters and identify which screens are bottlenecks in the conversion funnel.
CS ProTip: group together each screen in the conversion funnel using the new favorites feature, then sort by Time Spent to see where the users spend time in the funnel.
Once you’ve identified the bottlenecks, use screen zoning on the problematic screens you’ve identified in screen metrics and filter on non-converters to identify why users do not convert. You might find conversion funnel issues due to the use of unintuitive gestures (remember that one?). Or perhaps there’s a high swipe or tap recurrence on problematic screens, which could indicate performance issues for certain segments of users using older devices or those on high latency networks etc.
Using screen metrics and screen zoning in tandem provides the CS for Apps user with the app insights to identify the conversion funnel bottlenecks and to optimize the process to ensure an intuitive, friction-free, and rapid purchase experience for their customers.
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