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Education

Your merchants Survey illuminates problems

Shopping on a tablet seems like a natural thing to do. After
need mobile-friendly all, who doesn't like the idea of making purchases while
on the train, waiting in a doctor's office or doing other
websites things while out and about? The survey confirms that the
desire is certainly there. The problem is that many retailers
turn a blind eye to the importance of having mobile-
optimized websites. And consumers will not find solace in
By Michael Gavin the world of mobile apps, as many such apps also fall short
Merchant Warehouse of expectations.
any tablet owners envision browsing online According to TheFind's survey, 40 percent of those who
on their devices, finding things they like don't use their tablets for shopping said it's because the
and buying them while on the go. It seems available sites and apps aren't up to par. A full 49 percent
M like a fun, easy, carefree way to shop, but a of respondents said lack of optimization was their biggest
surprising number of tablet owners never make it through complaint.
the checkout process.
That's not to say that people who own tablets, smartphones
You're probably wondering what gives, and the answer and other devices don't shop online; 87 percent of
has been made abundantly clear by a recent survey from respondents use them to browse, and 71 percent make
TheFind Inc. The shopping search engine found that purchases occasionally. The point that should resonate
many retailers completely drop the ball when it comes with your merchant customers is that many people choose
to creating sites that are optimized for tablets and other not to make purchases due to a lack of mobile optimization.
mobile devices. Tablet owners don't feel comfortable going
through with transactions on such sites, and retailers end The survey also revealed that 40 percent of tablet owners
up losing out on untold amounts of business. are using their devices to make purchases more regularly
than they were just a year ago. That trend is sure to
continue, and retailers who expend the effort to make fully
optimized mobile sites will rake in the benefits. Those that
don't will be left out in the cold. Where do you want your
customers to be?
Checkouts need improvement

Many retailers do the minimum to create a mobile presence.
Thus, they fail to ensure that people can get through
checkout with ease. People want to feel secure with the
process every step of the way. They can "walk away" at
any time, and it looks like many of them do so at checkout.
Indeed, a mobile site or app doesn't just require great
product descriptions, snazzy images and a user-friendly
interface. It must have an optimized checkout as well, or
people will abandon their shopping carts and never return.
Customers want to purchase with tablets

There's no lack of enthusiasm for shopping on tablets.
TheFind's survey revealed that two out of three people
would prefer to shop with their tablets and mobile devices
via shopping apps. Yet there is a dearth of decent shopping
apps. Companies that employ them are going to blow away
their closest competitors. Thus, your merchant customers
can start soaring past their competitors by prioritizing
mobile optimization. It really is that simple, and it doesn't
have to be expensive or involved.

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