With the growth of transactions on mobile phones soaring from 2% of the total in 2009 to 8% in 2010, retailers are starting to look at whether their mobile sites should have as much detail on their products as their websites have.
Very.co.uk has decided soaring sales figures means content on mobile sites needs to be just as good as on the web. Shoppers on the site have been able to buy via their phones since April 2010, and the retailer has decided better, more detailed content is needed to convert more sales and provide a better experience for potential customers.
Over 1,800 product videos are now available on its iPad and iPhone applications, and mobile shoppers can also zoom in on products and view them from different angles. Very.co.uk’s owner Shop Direct is also planning to release mobile optimized websites, working with Adobe Scene 7, sometime this year.
E-commerce development director Neal Preece says better content helps customers make up their minds – good pictures and plenty of information is an obvious step to increasing conversion rates. “The app is part of our multichannel strategy to make all products and content available on any device and any browser. We know that customers who watch product videos on our e-commerce sites tend to make a more considered purchase, and we wanted to replicate the same, detailed customer experience on the Very.co.uk mobile app.”
More useful mobile shopping stats can be found over on the Momads blog, which published an interesting infographic on mobile retail.
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