A new report out from PYMNTS and BlueSnapp, the Checkout Conversion Index (CCO), shows that Internet retailers aren't doing a very good job optimizing the mobile checkout experience.
A review of 39,000 data points, across 657 sites and 14 merchant categories, revealed that forty-eight percent of merchants scored well below the average Index score. Overall, time to checkout actually got worse, not better, as did total clicks from start to checkout. Some of worst performers were also the largest merchants.
“It was a bit of a surprise to see the downward trend in the space of just three month,” remarked Karen Webster, CEO of PYMNTS.com. “Merchants who want to embrace the mobile consumer need to recognize the tradeoffs between doing the things that they think benefit them – like trying to capture a customer email by forcing registration before checkout – and what really benefits them – like removing the friction that gets in the way of converting those shoppers to buyers.”
So what should Internet retailers and e-commerce merchants focus on to improve the mobile checkout experience? There is no shortage of advice on the Web, of course, but focusing on reducing the total number of clicks to checkout (and ultimately the time to checkout) is arguably most useful to put online retailers on the fast track to 'Net success in the mobile experience.
What guidance would you give an online retailer struggling with generating conversions from the mobile checkout experience?