Conversion Best Practices for Mobile and Tablet Shoppers

Smartphones and tablets are becoming ubiquitous, with consumers and organizations alike relying on them for everyday activities—including online shopping. With more and more mobile devices in use, the rise of mCommerce has been rapid and is expected to account for 25 percent of U.S. online retail transactions by 2017. At this point, it is almost a guarantee that users will visit your site via a mobile device, whether or not you have a mobile site ready.

However, while an optimized and functioning mobile site is pretty much a necessity today, bounce rates remain high and conversion rates low for most mobile versions. With 41% of consumers still worried about security when shopping on their mobile phones and tablets, confidence elements like trustmarks and encryption assurances can prove to be effective assets in helping to increase sales.

We’ve discussed the notion of perceived verse actual security before, and like with eCommerce websites, safety and trust have a powerful influence over mobile shoppers. Like on traditional websites, having a trustmark appear on the mobile homepage as well as the checkout can help assuage fears and show customers that you are taking the proper precautions to keep their data safe.

Don’t just take it from us

As one of the largest retailers of home textiles and décor in the U.S., Anna’s Linens recognized the need for increased security on their website, especially after it became a significant contributor to the company’s bottom line. Teaming up with the conversion rate optimization specialists at ConversionIQ, they were able to test six different scenarios with and without the McAfee SECURE™ trustmark. The results revealed that the trustmark improved both online and mobile conversions, no matter where it appeared on the site.

In addition to achieving 18.7 percent rise in overall sales conversions, the McAfee SECURE trustmark had a significant impact on tablet users. According to ConversionIQ’s tests, the presence of the McAfee SECURE trustmark increased sales conversions for tablet users by 35 percent.

While purchasing good via smartphones and tablets is still relatively new for many shoppers, mCommerce may soon become a standard for future consumers. As Anna’s Linens experienced, confidence elements like the trustmarks can help reassure users that entrusting their payment details to a mobile site is safe. To learn more about Anna’s Linens’ success, check out the full case study here.

Visit our website for more information on how the McAfee SECURE™ trustmark can improve trust and sales conversions through comprehensive daily security scans. Don’t forget to follow us on Twitter at @McAfeeSECURE for the latest in eCommerce news and events.


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