The battle is on for the future of computing, but also for the future of eCommerce as phones and tablets change the way consumers browse and shop for everything from their groceries to major appliances. Retailers have cited high mobile shopping cart abandonment is the reason for not aggressively pursuing mobile customers, but what’s the real problem – is it the shopper or is it the overall mobile shopping experience?

A recent poll had some blunt answers from mobile users that should not have come as a surprise to anyone. Ecommerce conversions have been the target of most of the online businesses. And with the rise of Mcommerce, it also touches the same problem. Here’s some of the mobile customer conversion problems most of the businesses encounter and how to fix them to increase your conversion rate.

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Unnecessary Content for the Homepage

Mobile Customer Conversion Problems and How to Fix Them
Utilizing the homepage, as if it is the only page in your website, is a very important step to take. Many business websites as well as mobile versions do not think of smart ways on how to get the interest of the customers. Most of it ambush the visitors with their various prices and specials which do not give the user the freedom to breathe in. When you focus on product promotion, those products you see fit to display are only ever going to be able to display a small fraction of the possible reasons a visitor could be coming to your website.

Solution: Do no trim down the content of your homepage such as products and special promotions entirely. Instead, let them focus on the most important part of your homepage that will definitely assist the conversion process.

Bad Shopping Carts

Imagine going to the grocery store. You try to pull a cart out of the line, but they stick together. When you do finally bust one loose, it has one bad wheel that locks up, pulling to one side as you navigate down the aisles. When you see something you want, you try to put it in the cart, but it slips out of your hands. Then, when your back is turned, your cart disappears. Finally, you have filled the cart and wrangle it to the checkout line. However, no matter what you do, you can’t check out. You swipe your card, re-enter information, try another card, and then finally give up, leaving your cart in frustration. Then, as you walk away completely ticked off, you’re mugged in the parking lot.

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After something like that, you’d talk about it. You’d leave blistering reviews on whatever site you could find. Then you’d find a new grocery store, a place that didn’t give you endless hassle, and you’d review it. You’d tell everyone how happy you were to luck into this place. You’d let everyone know about their stock, their prices, and how you felt so safe shopping there. Nobody would blame you for a minute, and they’d be grateful for the recommendation.

Solution: Shopping cart abandonment is one big problem but do not fear it. You just need to continue giving them reasons to shop on your website to ensure you maximize your chances of moving people through to checkout.

Mobile Survey Results – An Eye Opener

In a survey conducted by Harris Interactive, mobile consumers took retailers to the ropes. While 68 percent of mobile device owners reported attempting to complete a purchase, 66 percent never completed their transaction. Shoppers cited concerns ranging from difficulties in the checkout process, frustrations with balky sites, and even worries about basic security as reasons for walking away or completing the purchase on a laptop or desktop. Mobile devices are changing how people shop, and by passing or skimping on your mobile storefront, you’re missing out on a growing market share.

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The New York Times projects that mobile sales will reach $87 billion and comprise 24 percent of all eCommerce sales by 2016. Mobile shoppers spend money, averaging between $250 and $329 per completed transaction. Why would you shrug and walk away from that kind of money sailing in the door, when you could accommodate the client just a few easy changes?

Small Change for Big Change

Changing to a mobile optimized website doesn’t mean forking out big bucks. There are mobile site templates to integrate with your other websites, and integrated mobile shopping carts to please even the most security-conscious shopper. One of the biggest beefs in the survey was frustration with slow-loading websites, so selecting a responsive and mobile-optimized site speeds the way to the checkout lane.

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Conveniences like a one-click checkout process for members offer fewer points for a customer to drop out, too. While some shoppers will balk at being asked to sign up in order to complete a purchase, offering a guest check-out option often pleases a convenience-oriented mobile shopper enough that they will sign up after completing the purchase. Above all, making it easy for the customer to find the cart and eliminating steps in the checkout process can convert that cart to a sale.

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