Is product discovery now the biggest pain point for mobile buys?
A new study has found that product discovery has leaped ahead of payment complexities as the leading inhibitor holding back mobile purchases.
According to a survey of 4,000 consumers in the U.S. and U.K. from Qubit, a provider of mobile product discovery solutions, 48 percent either agree or strongly agree that searching and buying products directly from a brand’s mobile website is frustrating,
Asked what would encourage consumers to make a purchase on their phone, the leading response was, “If there was a faster or easier browsing experience,” agreed to by 47 percent. That was followed by, “If finding exactly what I wanted was easier,” 44 percent; and, “If discovering new products that I liked was easier,” 35 percent.
Only one-third agreed they would be encouraged to make a purchase if making payments was easier.
In the report, Qubit wrote that new payment solutions and integrated mobile wallets have taken much of the pain out of the mobile checkout process, but the firm also said the evolution of shopping behavior on mobile is partly the reason.
A separate analysis of 1.2 billion e-commerce journeys across the Qubit platform showed consumers are more engaged on mobile than on computers in the discovery phase of the shopping journey. However, nearly 28 percent fewer people made it from selection stage to the checkout phase when using a mobile device.
With such a wide array of products to sort through, Qubit recommends using artificial intelligence (AI) or machine learning to bring more relevancy to discovery. The firm estimates that AI-powered discovery helps customers find 2.25 times more products, making them 80 percent more likely to buy.
“Netflix recommendations, a Spotify playlist, or the Instagram feed provide a model for how people expect to discover on mobile,” said Simon Jaffery, product director at Qubit, in a statement. “All of these are AI-powered, based on consumer preferences, context and intent.”
- Qubit Releases Study Showing Increasing Impact of Mobile on Ecommerce Revenue with Analysis of 1.2 Billion User Journeys – Qubit/Business Wire
- Study Examines the True Cause of Low Mobile Conversion Rates – Inc.com
- The Growing Influence Of Mobile Discovery on Commerce Revenue – Qubit
- Disconnect Between Mobile Searches, Purchases Frustrates Consumers – Media Post
DISCUSSION QUESTIONS: What do you think of the potential of artificial intelligence and machine learning to aid product discovery on smartphones? What other solutions might help? Will browsing and discovery always be more difficult when shopping on mobile devices versus computers and tablets?