It’s no news that consumers like to browse on their smartphones. But they like shopping around a lot more than they actually make purchases. Why? Because checkout and payment experiences on mobile are often clumsy, burdensome, and, in general, not much fun. In fact, these are widely known to be the biggest causes of cart abandonment in mobile commerce.
Think about it. You’re on your cell, browsing up a storm, putting some sweet deals in your cart, and having a great overall shopping experience. Until you hit “check out.” Your mind turns from visions of yourself in that new outfit to the reality of having to whip out your credit card and laboriously type in all 16 digits. Suddenly, snagging those sale items doesn’t seem quite so compelling. Maybe you’ll get to it later when you have more time. Chances are, you won’t.
Cart abandonment plagues online retailers across the board, whether it’s traffic coming in from a traditional desktop, a tablet, or a smartphone. But it hits smartphones the hardest. According to our EQ1 2014, cart abandonment rates for traditional hovered in the 68% range, while rates for smartphones are sky-high at 80%. This results in retailers missing out on some serious mobile revenue.
That’s why Tim Cook’s recent iOS 8 sneak peek at Apple’s developer conference should heed some serious marketing attention.
In addition to ability to request desktop versions of sites, new iMessage functions, more customizable emails, and cool new ways to figuring out which apps are strangling your phone out of battery life, the iOS 8 update can have some very real consequences for online retailers’ pockets.
In the soon-to-be-released update, there’s a new Safari feature that enables users to simply hit “Scan Credit Card,” snap a photo of their credit card, and the iPhone intuitively auto-fills the numbers, saving the shopper the time and effort of manually inputting the info. The user can also save the card information directly into Safari’s Passwords & Autofill settings. Plus, since it’s a built-in feature, Web development teams don’t have to do a thing.
An easier cart-to-purchase experience is the holy grail of mobile shopping. iOS 8 is getting online retailers one step closer.