Consumers have expressed frustration with the way some transactional retail websites work on mobile, a survey from Connexity revealed.
The survey – which questioned 100,000 online shoppers in the UK – revealed that the most common frustration for mobile shoppers was the need to constantly enlarge the screen (33%) in order to click on the right part of the site.
This was followed by slow loading pages which irritated a quarter of UK shoppers (25%).
| Rank | Frustration | Share |
|---|---|---|
| 1 | I have to enlarge first to ensure I touch/click in the right place | 33% |
| 2 | The pages load slowly | 25% |
| 3 | I have to use the “full site” version to access what I am looking for | 21% |
| 4 | The text is too small | 17% |
| 5 | Entering my information in checkout is frustrating | 17% |
| 6 | The pictures are too small | 17% |
| 7 | There is not enough product information available | 12% |
| 8 | Data security concerns | 11% |
Shoppers also expressed concern about the security of their personal data, with over 10% raising this as a factor that affects their decision to buy things on their phones.
Hayley Silver, vice-president of insights at Connexity, says: “Brands need to get smart about the way information is displayed and accessed.
“To encourage customers’ loyalty to their mobile site, retailers must reassure shoppers that their information is safe… and offering further information about security measures for those who want to learn more.”
Top tips for retailers
Favour images: Up the image ratio so they represent at least 50% of screen space and reduce image sizes to fit the page.
Larger text = less text: Always ask: “How can we say this in fewer words?”
Improve discoverability: Sometimes your products will be harder to find on a mobile site, so make sure that navigation is consistent.
Offer payment alternatives: Solutions like PayPal, Google Wallet and Visa Checkout don’t require shoppers to enter their personal information, which many shoppers prefer.
Safety first: Remind shoppers that their information is safe. Use terminology such as “enter secure checkout” throughout your mobile site to ease customer concerns over data security.
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