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A recent study done by Bizrate Insights uncovers the top problems consumers experience when shopping online from their mobile device. Almost all of these relate to usability. Does your mobile website design have any of these issues?

Problem 8 – Data Security Concerns (11%).

Problem 7 – Not enough product information available (12%).

Problem 6 – Pictures are too small (17%).

Problem 5 – Entering information in checkout is frustrating (17%).

Problem 4 – Text is too small (17%).

Problem 3 – Having to use the “full site” version to access what I’m looking for (21%).

Problem 2 – Pages load slowly (25%).

Largest Problem Online Mobile Shoppers Have – Having to enlarge first to ensure I touch/ click in the right place (33%).

Another recent study by Google and AnswerLab sought to answer the question “What makes a good mobile site?” Their key takeaway was:

“Mobile users are very goal-oriented. They expect to be able to get what they need, immediately, and on their own terms.”

Take a minute to try purchasing a product on your website as if you were a customer.

  • Is your navigation easy to click through and the links large enough for your fingers?
  • Do your pages load in 2-3 seconds?
  • Can you access all your products?
  • Can you read the text?
  • Can you proceed through the checkout with speed and ease?
  • Are the pictures large enough to see the detail you need?
  • Do you include all the information about the product that a customer needs to know before purchasing?
  • Does your site have an SSL connection, or common Security features and badges to reassure your customers that their personal and financial information is safe?

For more information on mobile friendly website design check out Google Developers’ Principles of Site Design or contact our SEO website designers.

Do you know what is actually turning your online shoppers into buyers? Are big images of your product more important that short video clips? Does a review from another shopper more likely to convince the shopper to buy, or is it because the product is currently a trending bestseller that the shopper makes the purchase?

A new study recently published by UPS and comScore identifies the most influential content for online shoppers:

  1. Product Reviews (73%)
  2. Q&A (48%)
  3. Product and brand videos (47%)
  4. Photos of consumers using products (42%)
  5. Communities/ forums (31%)
  6. “Trending Now” products (30%)
  7. Retailer’s blog (28%)
  8. Podcasts (22%)

Plus Other Important Purchase Decision Factors for Online Shoppers

The study also identifies other important factors in the path to purchase:

  1. Detailed product information (73%)
  2. Retailer’s reputation (66%)
  3. Return policy (62%)
  4. Multiple images or ability to zoom (59%)

More Info on How Reviews Affect Online Purchases

Did you know that not all reviews are equal in their ability to influence an online purchase? The study found that the relationship of the reviewer and where the review is posted matters:

  1. Reviews from marketplace (65%)
  2. Reviews from friends and family (55%)
  3. Reviews from social media (29%)

Take Advantage of Other Social Media Influencers

Finally the study also inquired as to what types of  posts respondents are most likely to view on Facebook:

  1. Promotions (47%)
  2. New product announcements (38%)
  3. Sweepstakes (38%)

Key Takeaways for Online Retailers

  • Make sure you start with a strong reputation as a retailer and have a decent return policy that makes your online shoppers comfortable with making a purchase.
  • Start with the basics and make sure you have detailed product descriptions and all the information online shoppers will need.
  • Support your product descriptions with FAQs or Q&A type content. Anticipate the questions about the product that your visitors will want answered before they buy.
  • Add other forms of media including pictures and videos that really showcase the product in use.
  • Be sure to collect reviews from customers once they’ve purchased and used the product and consider a “refer to a friend” type promotion that encourages buyers to share their purchase with others.
  • Integrate a related products or popular products feed into your pages to help increase sales.
  • Use social media to promote new products and specials, as well as contests.

You can read about the entire study over at