When a survey commisioned by Tealef, showed that 10 million UK consumers have used mobile commerce to order products or services through their mobile device I was impressed. I maybe should have been shocked that up 83% of those surveryed had a problem when using their mobile device to order, but I wasn’t.
Even with the speed of adoption of people using mobile devices to purchase items online, many of the platforms or websites simply don’t take into account the usability issues when using a phone to shop. A lot of the larger retailers who have mobile websites have done a good job at presenting the information in an easy to use format, but fall down when it comes to paying or logging into a website.
One pet hate of mine for a lot of mobile websites or apps is the inability to recover a forgotten password. In most cases, the forgot password option isn’t available on the mobile version of the website. This is clearly a security issue in that you could pick up someones for, log on to any site, run the forgot password tool and have the password emailed directly to the phone and volia, you’re in and have the password to probably everything the poor person uses for his life secrets!
But we all know there are simple ways around this. But it seems to be easier for most to ignore this or build in a mechanism for it. That may well be because they’re not sure if mobile is the way of the future. They’re going through a stage of “let’s suck it and see” before putting too much effort into changing how things work.
The problem with that approach is that we are left with a lot of consumers who will end up becoming dillusioned with the whole concept of mobile commerce. If it becomes too labourious to order something through a mobile device, wouldn’t you just prefer to go back to using your PC to order instead?
And that clearly appears to be what’s happening according to this study. A massive 29% of people surveryed abandon the transaction to complete later on their PC! 16% would more likely prefer to use their PC in future and more worryingly, 13% are likely to abandon the transaction altogether and try somewhere else.
I know personally these statistics are not something that are strange to me. As recently as last Saturday I went to put a bet on the Grand National and decided to try out the Paddy Power website. As someone who doesn’t bet very often, in fact once a year, I had completely forgotten the username and password associated with my Paddy Power account that I had used, well last year! Since there was no option to retrieve my password on the mobile device, I had to take out the laptop and retrieve my information from the main website.
In hindsight, maybe I shouldn’t have bothered at all because I certainly didn’t win!
I really can’t blame retailers for getting things wrong on this front – it’s a brand new medium that hasn’t been fully tested. We can only use our experience on how people interact with a browser on a laptop and try to second guess what people will want on a mobile device. We need much testing to really see what makes people tick on a mobile device.
There is one key point in all of this, a lot of people using a mobile device to access the Internet or online stores have probably never even used the Internet or shopped online. This is a brand new experience for them and we should all take this into account when developing our mobile websites and apps.
- The Trouble With Mobile Commerce: The Experience Stinks (blogs.forbes.com)
- Are You Taking Mobile Marketing Seriously? (firstrate.co.nz)
- Fastest Mobile Commerce Sites in the World Powered by Usablenet Platform, Keynote Systems’ Global Benchmark Confirms (prweb.com)
- Mobile email more common than you think: design help and the fragmentation challenge (email-marketing-reports.com)