Smartphones have now become an integral part of our daily lives. We use them to communicate, to inform ourselves, to entertain ourselves and also to shop online. But there is a substantial difference between online shopping from a smartphone and that from a desktop or laptop.
According to recent scientific research, when we browse on a smartphone, we are more likely to choose personalized and unique products that reflect our personal tastes. While when we use a computer, we prefer more popular options such as bestsellers.
In this article we will analyze this incredible scientific finding and how it can help us increase sales on our e-commerce sites.
Why smartphones make us more self-focused
A study published in the Journal of Marketing has analyzed the behavior of over 3000 people while they made online purchases from smartphones or computers.
The results clearly show that:
When using a smartphone, people like personalized options based on their tastes up to 35.9% more than popular or bestselling products.
People who use their smartphones are 41.2% more likely to support a charity chosen especially for them, compared to another more popular one.
Those who buy wine online from their smartphone choose a bottle presented as perfectly selected with respect to their unique tastes in 19.9% more cases than a more popular wine.
The authors explain this behavior with the fact that smartphones, more than any other electronic device, contain our most intimate information, from personal messages to photos. When we use them we feel immersed in a sort of bubble, isolated from the outside world, which leads us to focus more on our emotions, opinions and beliefs.
Smartphones are considered by cognitive scientists and psychologists to be an extension of our intimacy. Inside is our whole life, thoughts, emotions.
This is reflected not only in our sense of strong perceived violence when someone "enters" on our mobile phone, but also in preferring more intimate and personalized purchases when we buy using a mobile phone
In this state of mind, we become more aware of our personal preferences and feelings. Consequently, when we shop online, we are led to choose options that express this interiority of ours, opting for personalized products tailored to us.
Desktop and bestseller: the focus is on rationality
However, when we browse from a desktop, laptop or tablet that does not belong to us intimately, our perception changes. The larger screen and the less intimate environment bring us back to a broader and less emotional vision.
In this case, the choice falls on rational options such as bestsellers, which already have validation from the market and other consumers. Choosing a popular product minimizes the risk of purchasing something that doesn't satisfy us.
So: on mobile we look for a more emotional and personal purchasing experience, while on desktop we aim for a more pragmatic decision.
How to use this information to sell more
For a company selling online, understanding these behavioral differences by device can make a big difference in sales.
We therefore recommend:
Show personalized recommendations and unique offers when the user is browsing on mobile. Emphasize how the product reflects his tastes or was chosen specifically for him.
Instead, focus on bestsellers and popular products when the user uses a desktop computer. Highlight positive reviews, word of mouth and overall satisfaction.
Few retailers currently differentiate their offers between mobile and desktop. Many show a combination of personalized recommendations and best sellers on both platforms.
By taking advantage of the mobile user's propensity to be guided by emotions and personal experience, it is possible to positively influence their purchasing decisions. At the same time, focusing on rational data such as reviews and popularity more easily convinces those who are browsing on desktop.
In an increasingly mobile-first world, understanding and applying these differences can make the difference between the success and failure of an e-commerce business. Science shows us once again how every detail counts when it comes to sales and marketing.
Other best practices to increase sales from smartphones
Let's see other very valid tips to increase our mobile conversion rates. The result of scientific evidence and the experience of Deep Marketing professionals with customers in every market.
Pages optimized for vertical scrolling
On mobile you tend to tap and scroll through pages from top to bottom. For this reason the layout must favor this type of navigation:
Avoid column layouts or lateral elements that force you to scroll even horizontally
Place key elements at the top of the page, so they are immediately visible without scrolling
Use vertical carousels and photo galleries instead of horizontal
Quick checkout with 1 click
Every obstacle during the purchasing process decreases the probability that the user will complete the transaction.
On mobile it is essential to minimize checkout steps. For example, allowing you to finalize the order with just 1 click, if the user has already logged in to the site.
Saving your payment and shipping information for subsequent purchases also greatly speeds up checkout.
Frictionless payments
In addition to reducing steps, it is important to integrate simple and fast payment methods such as:
Digital wallets (Apple Pay, Google Pay)
In-app payments
PayPal or Amazon Pay button for 1-click checkout
Avoid complex payments that require you to enter a lot of mobile data.
Responsive design for all devices
It's not enough to optimize the site just for smartphones. Tablets, iPhones, phablets and other devices have different sizes and resolutions.
The site must adapt automatically to offer the best user experience on all devices. A responsive design is crucial.
Native apps to build user loyalty
Apps offer advantages over mobile sites: push notification, shorter loading times, faster access to key functions.
Developing a well-designed app allows you to bring the user even closer to the brand, building loyalty over time. The app can also encourage repeat purchases.
Omnichannel integration
The trend is to offer the customer a consistent experience between online and physical stores. For example:
Collect online orders in store
Online after-sales assistance for products purchased in store
Uniform product catalog and availability between online/offline
Omnichannel increases consumer satisfaction and loyalty.
Highlight security and reliability
Users are more wary of mobile purchases, especially on little-known sites.
To generate trust, you need to communicate transparently:
Returns and refunds policy
Secure payment methods
Certifications and anti-fraud systems
Easy to contact customer support
Continuously test and improve
There is no magic formula for perfect e-commerce. Each sector and type of product has different needs.
It is essential to test the performance of each section of the site, identifying the points to improve. For example with:
Heatmap to see where users click the most
Session recording to understand where they abandon the purchasing process
A/B testing to understand which version converts best
Only with testing and continuous data analysis is it possible to optimize the site and maximize mobile sales.
In summary
Simplifying as much as possible, here are the main tips to improve your e-commerce and increase purchases from smartphones and tablets:
Personalization and tailored recommendations
Layout optimization for vertical scrolling
Fast one-click checkout and simplified payments
Responsive design for all devices
Native apps to build user loyalty
Omnichannel integration between online and offline
Transparent communication to generate trust
Continuous testing to identify weak points
By applying these principles, based on scientific evidence and field experience, it is possible to make mobile sales take off and remain competitive in a rapidly evolving sector.
Don't know where to start? Are you scared of too much complexity? We understand you. Maybe it's time to contact us for an absolutely free, no-obligation comparison< /u>. The professionals at Deep Marketing have been involved in mobile e-commerce since its inception, and we have helped huge brands achieve fabulous results.
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