Winning at mobile commerce in 8 steps.

Jun 18 2020 | Alice Wong, PayPal Editorial Staff

If you want to win at business (and who doesn’t?) you have to win at mobile commerce. To find some winning strategies, we looked at hundreds of merchants in North America, Asia, Europe and Latin America. We examined what they’re doing to boost their RPV (Revenue per Visitor.) And while every business is different, the steps below—which have helped others—might help you, too.

78% of people use their smartphones to make purchases or payments, but only 63% of businesses have a mobile optimized site or app.1

 
As Tania Rojas, Director of Product at e-commerce GoDaddy points out, “The screen size is much smaller and customers are less likely to have time available to check out. They’ll likely use just one hand to scroll and enter information, so they may be more limited in how much they can do in one sitting,” says Tania Rojas, Director of Product at e-commerce GoDaddy.

 


To improve RPV, testing has shown us it makes sense to keep shopping cart icons ever-present.2

 
In a recent test, shopping cart icons were only visible at the top of the web page. As shoppers scrolled down the page, the icons disappeared. For one month, an experiment was conducted with a cart icon that would remain visible to shoppers even as they scrolled down the page.

 
 
While many people believe that the longer you keep shoppers on your site, the more items they add to their cart and the more you sell, a recent experiment shows something different. Adding a shortcut to checkout on a product details page helped businesses increase their RPV by more than 3% on average.3 
 
Results were similar when test participants placed checkout shortcuts on their minicart and checkout start pages. (A minicart is a mini checkout window that appears in the upper-right corner when shoppers click the shopping cart icon.)2
 

 

It’s a simple symbol but the security icon can give people feelings of comfort, familiarity, and security. When businesses swapped their shopping cart icon for a security icon on the checkout button, RPV for mobile increased by 2%.4


 

When shoppers are on your shopping cart page, they want a speedy checkout or a quick way to continue shopping. When businesses removed the shopping cart header on the shopping cart page, they saw an average uplift of 0.66% on mobile and nearly a 3% RPV boost on desktop.5



 What works for another business may not work you - that’s just the nature of e-commerce. For example, you’ve probably heard of the Zip Code AutoFill feature; it auto-completes address details based on the zip code a shopper enters. Most businesses typically see positive results when they add the feature, though one ecommerce company saw only a negligible lift to their RPV.6 
 


According to the PayPal global mCommerce study, more than 1 in 4 consumers said they abandoned a payment on a mobile device because their preferred payment method wasn’t available.7
 
The new PayPal Commerce Platform can help. With it, you can accept credit and debit cards, PayPal, PayPal Credit8, Venmo9, and local alternative payments in 50+ markets around the world.

 


 The PayPal Commerce Platform gives you the power and the tools you may need to serve your customers and help run your business better than ever before.
  • Access funds instantly with cash transfers, PayPal Payouts, direct B2B Payments, and PayPal Business Debit Mastercard® 10.
  • Sell in-person with card readers, Mobile POS, and Virtual Terminal.
  • Help Streamline your invoicing, tracking, shipping, and reporting through one integration.
  • Help manage risk better with advanced fraud detection, Seller Protection (Available on eligible purchases. Limits apply.), Purchase Protection (Available on eligible purchases.  Limits apply.), and simplified PCI compliance.

 
 
The contents of this site are provided for informational purposes only. You should always obtain independent, professional accounting, financial, and legal advice before making any business decision. 

Source:  On behalf of PayPal, Ipsos interviewed a quota sample1 of c.2000 (22,000 total) consumers (aged 18-74) who owned or used a smartphone and c. 300-500 (4602 in total) business influencers or decision makers who sell or take payments online to Consumers (and businesses) in 11 countries (UK, France, Germany, Italy, Spain, Australia, India, Japan, US, Mexico and Brazil). Interviews were conducted online between July 23 and August 25, 2019. Data was weighted in Australia on age and income to replicate study conducted previously. No other weighting was applied.

Mobile Optimization Initiative.
 Based on transactions from June 2018 to October 2018. These results reflect the impact on revenue per visitor lift to the mobile site for one ecommerce merchant and are not guaranteed for all users. https://www.mobileoptimized.org/case-study-lawn-mower-tire-store/

3 Source: Mobile Optimization Initiative. Weighted average lift in revenue per visit across 39 desktop and 39 mobile eCommerce merchant sites analyzing results from 761,777 desktop visits and 989,069 mobile visits from June 1, 2018 to July 31, 2019. https://www.mobileoptimized.org/experiments/paypal-checkout/

Source: Mobile Optimization Initiative. Average performance numbers are based on results from July 24, 2018 to September 15, 2019 from 57 merchant sites. These results reflect the average findings for all participating merchants and are not guaranteed for all users. https://www.mobileoptimized.org/experiments/security-icon-placement/

Source: Mobile Optimization Initiative. Average performance numbers are based on results from June 4, 2018 to September 15, 2019 from 62 merchant sites. These results reflect the average findings for all participating merchants and are not guaranteed for all users. https://www.mobileoptimized.org/experiments/simplified-cart-header/

6 Source: Mobile Optimization Initiative. Average performance numbers are based on results from March 12, 2018 to September 15, 2019. https://www.mobileoptimized.org/case-study-corvette-collection/

Source:  On behalf of PayPal, Ipsos interviewed a quota sample1 of c.2000 (22,000 total) consumers (aged 18-74) who owned or used a smartphone and c. 300-500 (4602 in total) business influencers or decision makers who sell or take payments online to Consumers (and businesses) in 11 countries (UK, France, Germany, Italy, Spain, Australia, India, Japan, US, Mexico and Brazil). Interviews were conducted online between July 23 and August 25, 2019. Data was weighted in Australia on age and income to replicate study conducted previously. No other weighting was applied.

8 PayPal Credit is subject to consumer credit approval.

U.S. only. Venmo account required to send and receive.
 
10 The PayPal Business Debit Mastercard is issued by The Bancorp Bank pursuant to license by Mastercard International Incorporated. Mastercard is a registered trademark of Mastercard International Incorporated. The Bancorp Bank; Member FDIC.

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