Although smartphone traffic now accounts for most visits to online retailers, conversion rates on mobile devices tend to be much lower than on desktop. Let’s try to understand why consumers prefer to make purchases on desktops and how online stores can increase mobile conversion rates.
Most online stores see more traffic from smartphones than from desktop devices. Mobile accounts for approximately half of all web traffic worldwide, consistently hovering around the 50% mark since the beginning of 2017. Yet desktops and tablets continue to generate higher conversion rates. A recent study revealed a massive “conversion gap” on mobile: the average mobile conversion rate of U.S. online shoppers in the second quarter of 2021 is around 1.53%, compared to 4.14% on desktop and 3.36% on tablet. It seems that consumers are happy to browse on mobile, but many still prefer to buy on desktop. Let’s look at the reasons why.
The comScore Mobile Hierarchy report has some helpful insight into why consumers are less likely to buy on smartphones. According to the report, the main reasons for not converting on mobile include security concerns (20.2%), inability to see product details (19.6%), and difficult navigation (19.3%). When looking at the first and third reasons for low mobile conversion rates, the solutions are perfectly straightforward. An online store can allay consumers’ concerns regarding online security by providing online buyers with reliable and familiar payment methods. On top of that, the internet is full of tips on how to create effective navigation for mobile stores.
But how to deal with consumers’ inability to see product details on mobile? On average, the screen size of a mobile device is just 4.7 inches, while the typical screen size for a desktop is 15.6 inches. A bigger screen allows for more defined details and better zooming and consumers have the opportunity to examine the product more efficiently. Potential buyers can more easily see information that will encourage a purchase decision, such as background information, reviews, and multiple images of items. In contrast, mobile screens make it impossible to display the same supporting information all at once. As a result, users feel that they’re not getting sufficient information to complete a purchase.
59% of customers consider visual information to be the deciding factor in making a purchase. In terms of importance for the buyer, it ranks even higher than both product description and price. Yet, smartphones don’t allow consumers to examine the product like on a desktop due to smaller screens and worse zooming.
A perfect way to solve this problem is to provide online consumers with interactive 3D Views of items on the site’s mobile version. Immersive content allows potential customers to examine the product as they would offline: zoom in, rotate it, notice all tiny details. Cappasity 3D View format provides high-resolution quality so the user can see every detail of the item from the screen of their smartphone. The consumer will get all the necessary visual information about the item from just one 3D View on the product page, allowing them to make an informed purchase decision.
Our clients’ experiences shows that Cappasity 3D Views increase the time a customer spends on a product page, encouraging customers to add items to their cart. The average time on a product page for e-commerce websites is 38 seconds. Yet, purchase probability is at its highest when a person spends around 50 seconds on a product page. Data obtained by Cappasity shows that the average interaction time with a product’s 3D View is 15–30 seconds, depending on the product category. As a result, the average time on a product page increases by 40%, reaching the desired 50–60 seconds and leading to the highest possible purchase probability.
Aurelia Ammour, Co-founder and CEO of Shoes 53045, commented on the brand’s experience of using Cappasity 3D Views for online sales, “We have noticed that our clients now spend more time on the product page than they did before. The Time on Page has been improved by 18% thanks to interactive 3D images.”
Additionally, interactive 3D Views increase clients’ online experience and make them more deliberate about making a purchase. Unlike flat product photos, 3D content is fully interactive. It allows online shoppers to examine a product as they would in real life, truly seeing the quality and details so that they can purchase with confidence. According to key metrics obtained after performing the Cappasity customer development, the client experience becomes 33% more efficient, product perception improves by 23%, and customers become 29% more deliberate about making a purchase.
After integrating with Cappasity, the leading US-based luggage maker Samsonite noticed increased customer engagement on product pages with 3D Views. Jay Nigrelli, VP of e-commerce Samsonite, commented, “It is important for our customers that they have the opportunity to examine the goods in detail. 3D visualization allows us to bridge the gap between online shopping and brick-and-mortar stores. We chose Cappasity because their solution allows us to share comprehensive product information with our customers. 82% of visitors who select a product 3D View actively interact with it”.
On top of that, interactive 3D demonstrations of items decrease the number of returns. Returns account for almost 30% of all sales and, on average, 35% of respondents mentioned that the discrepancy between the photos seen online and the resulting product was the main reason for returning an item. Providing consumers with interactive 3D Views of items allows you to showcase products from all angles of perception and minimize risks of customers’ disappointment after the purchase.
To provide your customers with a cutting edge immersive shopping experience which will benefit both your consumers and your online sales, feel free to contact us. Stay tuned for our news and follow us on Instagram, Twitter or Facebook.