Consumers prefer to complete their entire shopping journey on mobile devices. Beginning with research and ending in purchase, consumers want one seamless mobile shopping experience. Some will argue against this because, it’s true; desktop traffic still does generate more conversions than mobile. But that’s not because consumers don’t want to shop on mobile. It is because, for so many brands, the mobile user experience they provide is still less than ideal. When load times are slow, or forms aren’t autofilled, consumers become frustrated and abandon the purchase altogether. This is not acceptable for brands. Consumers are demanding frictionless mobile experiences, and brands that want to remain competitive need to get on board – or risk losing business.

Here are what brands need to be thinking about when enhancing their mobile experience:

LOAD TIME
A one-second delay in mobile load times can cost your brand up to 20% in mobile conversions. Consumers have taken notice of which brands provide the most user-friendly mobile experiences. A second or two difference in mobile site load time could be a major factor in consumers turning to your competitors’ brands over yours. Use Google’s Speed Scorecard to see how your brand stacks up against others from your industry.

PERSONALIZED USER EXPERIENCES
Ninety percent of organizations that invest in personalized customer experiences agree it significantly contributes to increasing business profitability. Many brands are late to adopt this strategy because quantifying the impact on the business has been difficult.

Hyundai’s customer journey strategy is a perfect example of how a relevant, personalized shopping experience can help drive consumers down their sales funnel. Consumers whose online behavior indicates they are in the initial stages of the car-shopping process are driven to a landing page that compares car models and includes important selection details such as price, built-in technologies and interior features. If the consumer indicates an interest in a specific make and model, Hyundai delivers them relevant advertising and directs them to a landing page with a list of nearby car dealerships. This strategy allows them to provide the most relevant experience for each user depending on which stage of the consumer journey they are in, while moving them along their path to purchase.

Improving load times, enhancing mobile UX and providing relevant, personalized experiences will put your brand in a position to best resonate with today’s consumers. Today’s shoppers expect a frictionless mobile experience, and anything less could be costing your brand big time.