If you shop with your smart phone, chances are you’ve run into problems placing an order online.
Misclicks, slow-loading websites and small images and text make mobile shopping a challenge, according to a survey conducted by Bizrate Insights, a division of Connexity.
Bizrate surveyed more than 100,000 shoppers last year and complied this list of their 8 biggest complaints about shopping on mobile devices:
Too much pinching, zooming and misclicks
The number one mobile pain point that one-third of all online shoppers cited was the need to constantly enlarge their screen in order to click the right thing.
Mobile experiences that require a lot of zooming not only frustrate people, they tend to cause a lot of “misclicks” which send the user to a new page unintentionally. This can lead to a frustrating experience, wasted loading time and a higher bounce rate.
Slow load time
The only thing slower than mobile load times is the e-commerce response to the problem; “slow mobile loading” is bemoaned so often that some brands accept it as inevitable.
Inconsistent Product Availability
The mobile and desktop shopping experience are bound to look different on the surface, but shoppers hate it when they are fundamentally different.
Text is too small to read
This problem is widely known, but it remains a persistent complaint by mobile shoppers… clearly there is a gap between what retailers assume is “readable,” and what shoppers can tolerate.
Don’t make me type!
Screens have gotten larger, but mobile shoppers still don’t like typing on their mobile phones—and let’s be honest, they probably never will.
Images are too small
Great mobile shopping experiences require a delicate balance; space is extremely limited, but content must be large enough to read.
E-tailers must be more thoughtful in their mobile content prioritization, and the number one priority on their list should always be images. Product images are the bread and butter of an e-Commerce business, and in mobile they are even more crucial. Mobile shoppers don’t want to type and click, they want to seamlessly browse through visuals and inspiration.
Limited product information
Mobile shoppers who are seriously considering a purchase want the same amount of product info as they would on desktop.
Data security concerns
In the wake of so many public data breaches, consumer concerns over data security remain alive and well. Bizrate Insights found that nearly 2/3 of American shoppers don’t trust retailers with their payment and personal information.