Consumers less likely to complete purchases on mobile

New research shows that shoppers are less likely to go through with an online purchase if they are using a phone or tablet.

The findings come from a study conducted by the University of East Angelia and published in the Journal of Business Research which looked at why cart abandonment is much higher on mobile apps then desktop-based online shopping.

According to data from research Criteo, 46% of global ecommerce traffic come from mobile devices in Q2 2016. However, only 27% of these initiated purchases were completed.

Researchers from the university looked at online shopping data from Taiwan and the US. They found that consumers are much more likely to use mobile apps as a research and curation tool rather than a purchasing tool.

Instagram Cements Its Place as an Influencer Marketing Hotspot in 2017

Influencer marketing really came into vogue in 2017. While the principle of utilising famous people to sell your products is nothing new, the concept has undergone a major evolution in the last few years as it merged with social media. 

Instagram has positioned itself right at the heart of this growing section of digital marketing. As a mainly picture-based network with around 800 million users (as of September 2017), it is perhaps no surprise that Instagram is so suited to influencer marketing. The site also boasts a relatively young user base, being popular among teenagers and young adults.

Recently, the data science team of marketing software company Klear analysed over 1.5 million Instagram posts, all of which were tagged with an #Ad hashtag during 2017.

The results show that 2017 was a year that Instagram really began to cement its place as the premier site for influencer marketing.

“Ghosting” Customers After Sale Costs Retailers

The practice of “ghosting” consumers, or breaking all contact following a purchase, is one of the main reasons consumers switch to other retailers.

Narvar and YouGov surveyed around 3,000 UK consumers and found that retailers are losing out on repeat customers by focusing all of their efforts on getting people to buy from them. By failing to communicate with customers once the purchase is complete, retailers are often blowing the chance of creating a loyal customer.

Among the respondents, the number one aggravation reported was companies that do not provide clear and accurate information about the status of an order. 25% listed this as their top annoyance. 65% would be put off ever engaging with a brand again if it poorly communicated bad news like a late delivery.

A third of respondents said that they would definitely not use the retailer again if they did not provide accurate order tracking or follow up a purchase with necessary content like guides.

Post-purchase experience

The kind of important, post-purchase communications that many retail brands are failing to provide their customers are an accurate estimation of delivery date, and prompt notifications of any delays or changes to the order.

61% of those surveyed said that they expected fast and direct communications following purchase as a standard. This attitude was most keenly demonstrated by millennials and the over 55s. 10% would like to receive follow up content such as suggestions for how to use the product or other related purchases.

And, perhaps reflecting the UK preference for good manners, 20% of respondents would like a simple ‘thank you’ from brands they buy products from.

“These findings really highlight that the eCommerce journey does not just stop when a customer clicks the buy button,” Amit Sharma, CEO, Narvar, comments.

“Retailers who fail to appreciate the importance of the post-purchase experience are missing out on really developing a loyal customer base and the financial benefits that go along with that.”

By Colm Hebblethwaite

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