Mobile shopping (2)

Having to enlarge the page, slow loading times and having to use the full desktop site have been revealed as some of the biggest bugbears when mobile shopping, according to new research.

Connexity, which surveyed 100,000 shoppers, found their most common frustration was the need to constantly enlarge the screen (33%) in order to click on the right part of the brand experience. This was followed by slow loading pages which irritated a quarter of UK shoppers (25%).

Aside from the visual difficulties of navigating a small screen, shoppers are also concerned about their data's security, with over ten per cent (11%) raising this as an annoyance affecting their hunger for mobile commerce.

Hayley Silver, VP of insights at Connexity, said: "Mobile shoppers are frustrated by online experiences that are compromised by the size of their device. Until the technology provides more flexible options for display, brands need to get smart about the way information is displayed and accessed.

"To encourage customers’ loyalty to their mobile site, retailers must reassure shoppers that their information is safe by using terminology such as ‘enter secure checkout’ throughout the site, and offering further information about security measures for those who want to learn more."

Top tips for retailers

To ensure retailers don't fall foul to these frustrations, Connexity has produced five simple tips to help businesses offer the best possible mobile shopping experience:

  1. Favour images - Up the image ratio so they represent at least 50% of screen space and reduce image sizes to fit the page
  2. Larger text = less text - Always ask, 'how can we say this in fewer words?' Then ask it again and again
  3. Improve discoverability - Sometimes your products will be harder to find on a mobile site, so make sure navigation is consistent
  4. Alternative payments - Solutions like PayPal, Google Wallet and Visa Checkout don't require shoppers to enter their personal information, which many shoppers prefer
  5. Security - Frequently remind customers that their information is safe. Use terminology such as 'enter secure checkout' to ease customer concerns over data security.