Mobile commerce satisfaction on the rise as experiences improve

Increasing website functionality and features are being transferred to smartphone screens, which is boosting satisfaction rates among mobile shoppers, according to the latest mcommerce benchmark study from eDigitalResearch.

Satisfaction across the mobile customer journey is now mirroring that of eRetail sites, performing well on search facilities, including navigation, but wavering nearer the end of the mobile customer journey during the shopping basket and purchase sections.

Marks and Spencer tops the mcommerce benchmark for the second time, offering a fully functioning, yet condensed version of its website with industry best practice product pages.

Rival retailer John Lewis, meanwhile, has made the most improvements to its mobile site since the summer, leading to big leaps up the overall customer satisfaction leagues to second place. Subtle changes including an increased awareness of security and strengthened brand image have all helped the department store retailer to climb six places since June 2011.

Derek Eccleston, research director at eDigitalResearch said the indication was that shoppers were less forgiving on bad mobile experiences as they had higher expectations of mobile technology. “With the MEcommerce revolution in full swing – where the consumer now holds the power to shop when, where and how they want - it has never been more important to provide a seamless mobile customer experience.

“Our consumer research shows that more and more consumers will be heading onto their mobiles to browse, however far fewer are confident to make a purchase. Top mobile sites therefore need to provide all the functionality, information and details that a mobile consumer needs and expects to encourage them to shop,” Eccleston added.

In the last year, an unprecedented number of retailers and shoppers have flocked to mobile platforms, pushing retailers to develop their mobile offerings. The benchmarking study found that the biggest improvements to the mobile experience were in the shopping basket area as top performing retailers begin to import full functionality from their websites to their mobile shopping baskets.

Purchase is an area where mobile customers are increasingly frustrated. Many shoppers felt annoyed about having to complete a time consuming registration process before they are allowed to continue through to make a purchase. Top performing sites offer customers the chance to sign up at a later date, asking for essential information only when making a purchase.