67% of mobile shoppers convert on desktop

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This just popped up in my Twitter feed

"Google says 67% of online shoppers who start on mobile will finish the transaction on desktop. #DirtyData #PubconAustin" - John Leo Weber (@JohnLeoWeber) May 3, 2016

After a couple seconds of processing this information, I realized the exact phenomenon happened to me last week. On my phone, I went to purchase the latest Humble Bundle (It's safe to admit that here, right? We're all nerds.) but ended up buying from a PC.

Why wasn't the phone good enough?

All the features were there and, to be honest, it was one of the better mobile experiences I've had shopping. But there are some things a touch screen just doesn't do as well as a mouse. For example, Humble Bundle allows you to choose where you want your money to go - you can give a certain percent to the developers, a certain percent to charity and a certain percent to Humble Bundle. Many gamers probably just skip this step, but I want to make sure everyone gets their fair share. On my phone, the sliders which change the dollar value for each of these recipients were very difficult to line up. Touch screens and I have never really gotten along to begin with, so I don't blame the website, but still - it caused me to bounce and finish my transaction via desktop.

In this instance, I was familiar with the Humble Bundle website, so I bounced because of the mobile functionality. But what if I hadn't heard of the brand? That raises additional questions.

The brand recognition factor

As an analyst, I've worked with brands in almost every industry you can imagine. From what I've seen, developers often focus on the technical aspects of the mobile experience when making their website responsive: the space between buttons, text size - basically the things Google will yell at you for not doing right. Trust signals are often overlooked.

I can see myself purchasing something from a website I know and trust, but for unfamiliar websites, I might browse, but I'm not going to purchase until I get a better impression of the brand; and the signals for doing so are too-often completely lost on mobile sites in favor of squeezing in as much functionality as possible.

How much attention do you pay to brand trust with your mobile site? Do you have any tips and tricks? Or are you confident the majority of visitors will convert from desktop later on?