This month, Loqate conducted a rich discussion on mobile customer journeys in conjunction with CommerceNext. This virtual lunch & learn panel brought together 11 executives from some of the most innovative retailers in the U.S. to exchange ideas and best practices around optimizing the mobile shopping experience.
What we learned:
- Mapping the customer journey can minimize cart abandonment. When looking for opportunities to optimize mobile shopping experiences, it’s helpful to start with the data and see where shoppers are abandoning their journey with tools like Contentsquare. There are a lot of wins that can be had by simplifying navigation and the product detail pages (PDP), in addition to checkout.
- Optimizing the mobile checkout is also an important priority for most. Some ways to do that include simplifying how addresses are collected, visually showing steps to checkout completion and implementing popular mobile payment options.
- Digital payment preferences may differ by generation. Everyone seemed to have PayPal integrated, but a number of attendees made the case for Apple and Amazon Pay. Apple Pay in particular seemed to best serve a younger consumer base who may not have PayPal.
- Speed is a key factor in driving improved mobile conversion. While some retailers were considering progressive web apps (PWA) as a way to increase load speed on mobile, other solutions mentioned included content delivery networks (CDNs) and technologies that help identify which scripts or API calls may be slowing down your digital experiences.
- Don't underestimate the importance of imagery on mobile. One retailer found that styled product shots and Instagam images turn out to be the most engaged products. Quality imagery and quality copy has proved to be very important on mobile specifically.
- When removing friction from the checkout, how far do we go? Attendees said that consumers still want the security of confirming some checkout data. Gifting can be tricky for consumers when addresses are automatically stored for one-click check out. A few retailers have since removed that feature so consumers still need to at least confirm the address they want to ship to. Interested in learning more about address verification? We can help!
Special thanks to our virtual host, Veronika Sonsev! Stay tuned for more insights from our "Overheard" blog series.
