Mobile Booking Abandonment: a £2.7bn problem
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In August, Jumio published results of a poll we carried out with Harris Research to examine the level of abandonment on mobile devices, and what was driving it, in a number of verticals, including travel.
Travel, with a mobile abandonment rate of 38%, was losing £2.7bn in revenues in 2014.
This should be a wake-up call and prompt a rethink about how m-commerce can be improved.
A starting point is an examination of the top reasons, as to why consumers abandon a mobile purchase.
Here are the top three.
1) Slow loading times (32%)
Your potential customer is shopping on their mobile. They want to browse quickly; they want to buy quickly. That is, after all, the promise of mobile retail. Yet if the mobile site is taking too long to load, it’s going to push away almost a third of your customers.
2) Payment process being too complicated (27%)
Typing in card details is enough of a chore on a traditional laptop or desktop computer keyboard, never mind on a much smaller mobile keyboard. Making this process frictionless and easy has to be a priority for mobile commerce. Currently mobile commerce is stuck between the rock of consumers wanting to use mobiles to carry out transactions and the hard place of mobiles not being conducive to entering complex payment information. There are ways to alleviate this, though. One way is allowing customers to register and store payment details on your site or app to speed up the booking and payment process. Yet there are two significant problems with this approach. Firstly, registering still requires payment details to be entered at least once. For regular purchases, such as fast food or groceries, consumers might be willing to register. But for occasional purchases such as holidays and flights? Possibly not.
An alternative to this could be payment card scanning and this is growing in popularity due to it being quicker and easier than manual entry.
3) Difficulty with navigating the checkout process (26%)
Booking travel is a complex business. The first step in dealing with complicated checkout processes is to ask if all the information taken is vital. Once the unnecessary information has been cut, there is the same choice as with the payment complexity issue; registration or offering document scanning. Or, for that matter, both.
None of the issues we have raised are insurmountable. It is simply a matter of prioritising user experience and security when designing and implementing mobile sites and apps. Browsing, checkout and payment processes should be as simple as possible. The technology is there. With £2.7bn on the table, the will should be there too.