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Sometimes shopping on mobile sites
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feels like Alice in Wonderland.
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you see something that catches your attention.
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Let's say a friend posting a picture with new headphones,
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and you go online, you started to look for the same headphones
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♪# brands and you get these treasure hunt feeling, ♪
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all good, but then you go down the rabbit hole,
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and you are faced with meaningless tasks
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like filling a very complicated form.
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And this is how the experience get ruined.
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My name is Raffaella Stratta,
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and I'm a research manager at Google.
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Smart phones have become an integral part in everyday life.
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And with the pandemic,
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the mobile commerce accelerated even more.
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To give an example, in the UK in 2020, every second,
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online purchase was made through a mobile device,
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which is quite impressive.
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However, three people out of 10
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who started to search something to buy online,
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ended up not purchasing anything at all.
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And it all comes down to a poor user experience.
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And this actually adds up
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to billions in revenues opportunities
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for those retailers that get it right.
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We have identified three major pain points
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that customers more frequently encounter.
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Number one is scrolling fatigue.
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This is the biggest pain points identified.
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Finding the best option out of hundreds
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can be felt as repetitive and aimless,
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especially if you're searching through a mobile phone.
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Remember, you can only see one or two products at a time
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when you are using your mobile device.
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Number two is unfulfilled autofill.
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It can be highly frustrating for customers
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if they can't easily to retrieve their personal information.
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Let's say like payment details.
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Nobody feels comfortable in pulling out the credit card
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while they are in public,
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or maybe they don't have the card at hand.
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And even if they have it, well, filling a tiny form
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on a tiny screen is just not convenient.
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And the last pain point is site speed.
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Even a fraction of seconds can lead to some friction
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for websites' users.
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And friction leads to frustration.
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Don't expect your customer to stick around
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for the final checkout phases.
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Providing a delightful shopping experience
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is crucial for brands.
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If customer wind up like Alice down in the rabbit hole,
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well, don't expect them to come back.
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But if you provide them a positive experience, well,
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there are good chances that they're going to purchase
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on your website and hopefully come back again in the future.
