Daily Insights

How to Master Mobile

By: Alizah Asif Farooqi | Jul 19, 2019

For some time, the majority of digital traffic to department store sites has come from mobile devices, but mobile sites continually see notably higher bounce rates, posing unique challenges that department stores have yet to solve.

26% of shoppers abandon the check-out process due to it being too long or complicated. As a result, leaders remove friction points by reducing UX hurdles for customers—particularly across conversion points like check-out. Nearly 33% of department stores tracked in Gartner L2’s report on the topic now feature one-page check-out on mobile devices—up from a quarter in 2018—but few maximize the process. Basic UI gaps plague the check-out process for many department stores; while 70% allow customers to indicate that their shipping and billing addresses remain the same, only 59% default to the billing address.

Unsurprisingly, pure play REVOLVE—which recently mentioned “mobile” 54 times in its IPO prospectus and cited that 49% of orders were placed on mobile—features one of the more streamlined single-page check-out experiences. To improve the shopping experience and convert the majority share of their site visitors, department stores must leverage the data they already have.

Expedited payment options have seen significant developments across mobile apps, but few department stores improve mobile sites with new payment options. Increasingly, sites allow payment via Apple Pay, but most do little to promote alternative measures for a faster or more user-friendly mobile check-out experience. While installment or alternative payment plans may not be universally appreciated, department stores may see incremental gains from curious customers. Mobile traffic to afterpay.com—a payment installment plan partnered with DSW and REVOLVE—has seen an increase of roughly 109% over the last year, and over half of U.S. shoppers use or would use a similar service.

However, only 13% of department stores promote payment installment offers on product pages, where they miss opportunities to convert hesitant shoppers. Reducing UX gaps and ensuring that customers can get through check-out quickly with expedited payment options or installment plans can help convert mobile shoppers.