Consumers can choose between a variety of touchpoints, but when it comes to mobile, only loyal customers will download your app — everyone else will be left with the mobile browser. Mobile is becoming a dominant digital touchpoint for retail, influencing online sales and purchase decisions in-store.

Retailers will broaden their reach and increase the likelihood of sales by improving the mobile browser experience via the site’s usability and functionality. This new report provides digital business professionals with examples of how leading retailers’ mobile web browser functionality and usability face critical challenges. Key takeaways include:

The mobile site is a retailer’s frontline. Shoppers have integrated mobile devices into their product research at every phase of the customer life cycle, from discovery to price checking in-store to post-purchase support. Digital retail business pros are leaving money on the table by not significantly optimizing the customer’s mobile site experience.

Checkout must be quick and easy. To reduce the cognitive burden of highly qualified customers ready to make a purchase, retailers must streamline the process by removing unnecessary input fields, prefilling known details from customer profiles, and enabling digital wallets that let customers skip checkout altogether.

Mobile moments should be optimized on the browser. Mobile has a far greater impact on total retail sales than mobile-based sales suggest. App users are loyal customers, whereas consumers visiting the mobile site are more likely to be browsing to inform a purchase. With profit margins squeezed, retailers must not neglect brand engagement with these on-the-go mobile shoppers.