Reduce Friction to Get More Mobile Sales

Reduce Friction to Get More Mobile Sales

By Chris Crum – Wed, 06/16/2010 – 1:45pm.

Don’t Make Them Give Their Credit Card Info Every Time

Last week, we talked about shopping cart abandonment, and how it is really out of your control to some extent. Of course, there are things you can do to encourage the completion of sales, but you’re not going to get the all.

What do you do to reduce friction during the buying process? Comment here.

Mobile is its own animal, and it may be even harder to get people to complete sales from their mobile devices. This week, Retrevo shared some results from a recent survey looking at consumer behavior with regard to making purchases using mobile phones. Based on these findings, it appears credit cards may be getting in the way.

Key findings include:

– Mobile shoppers seem to have doubled since February – In a February 2010 Retrevo Study, almost 10% of people indicated they had purchased something using their cell phone. Today, that number has doubled.

– When asked if they had ever purchased something from a retailer using a cell phone, 20% Said yes, 27% said no, but that they would purchase something from their cell phone eventually, and 53% said no, and that they don’t ever plan to.

– When asked what would make them more likely to purchase something from a retailer using their cell phone, 24% said, not having to provide their credit card info, 13% said if their credit card was stored with the retailer, and 16% said they’re comfortable making purchases from their mobile phones now.

Andrew Eisner, Retrevo’s Director of Community and Content says, “Note to retailers: if you want more sales from mobile customers, make it easy for them to store their credit card info and while you’re at it, keep your eye on retailers like Amazon with innovations like PayPhrase or Mobile Payments Service that might take some of the friction out of online or mobile transactions.”

He also points out that apps are making everything easier, and that includes shopping. Retrevo found that about 42% of those who have shopped with their phones said they have used apps to make purchases.

There’s no question that reducing friction will get you more sales. The more ways you can find to do so are likely to work to your benefit.

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