Retailer Mobile Sites Need to be Optimized

A recent survey from Radware shows that consumers are largely unhappy with their ability to access the mobile websites of retailers. According to the survey, consumers expect mobile pages to load in 4 seconds or less, but the average load time (perhaps due to heavy graphics or non-optimized content) is significantly above that (nearly 8 seconds for median full websites). Nearly 20% of retailers don’t even allow consumers to access their full website via a mobile device, furthering alienating and perhaps frustrating consumers who spend 55% of online time with a retailer on that retailer’s mobile site. These statistics should be a real eye-opener for retailers who are continuing to focus on digital advertising and marketing to increase sales, at the expense of their own websites.

The disconnect might be that retailers are concentrating their efforts too heavily on advertising in the digital space, whether in search, display, or social. Firms feel pressure to create a presence across these areas—particularly in the hot social arena—but may be neglecting the landing pages or mobile sites that actually create conversions. By making the advertisement itself a priority, retailers are experiencing a disconnect with customers where it matters most: completing the sale.

There is less of a distinction between digital marketing teams and e-commerce (or m-commerce) teams within a firm, so firms should be careful to utilize these teams effectively, but separately, to engage with consumers across the entirety of their digital experience.

Source: http://econsultancy.com/us/blog/63759-10-interesting-digital-marketing-statistics-we-ve-seen-this-week-12