Satisfaction levels across the mobile customer journey are now more closely echoing that of e-retail sites, performing well in terms of site search and navigation, but falling down during the shopping basket and checkout processes.

An unprecedented number of shoppers have flocked to mobile platforms in the last year and retailers are beginning to develop, or are gradually improving their mobile offerings as a means of tapping into additional sales.

PureNet’s technical director, Ian Lawton, says: “We’ve seen huge developments in the entire end to end customer journey.  Quite rightly, shoppers are less forgiving on bad mobile experiences, given the potential of the platform.  They’re expecting retailers to incorporate full functionality from their standard websites and include the same level of information into their mobile shopping baskets.

“As the M-commerce platform evolves, it has never been more important to provide a seamless mobile experience for the customer.  Mobile sites therefore need to provide all the functionality, information and details that mobile customers need and expect, to encourage them to make that last important step to purchase.”

The final step to purchase remains an area where mobile customers are increasingly frustrated. Many shoppers felt annoyed about having to complete a time consuming registration process before they are allowed to continue through to make a purchase. 
Top performing sites offer customers the chance to sign up at a later date, asking for essential information only when making a purchase.