Over 70% of Mobile Visitors Have No Intention of Buying

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Moosejaw, the outdoor retailer known for its quirky marketing, recently surveyed over 19,000 visitors on their mobile shopping habits. So what did they find out?

Moosejaw, the outdoor retailer known for its quirky marketing, recently surveyed over 19,000 visitors on their mobile shopping habits. So what did they find out? Well, the first thing is that Moosejaw.com visitors are all over this mobile commerce thing -- 86% said they've purchased at least one physical product (non-media) on their phone and 93% on their tablet. In fact, over 50% of respondents had both 5+ items on mobile devices.

With mobile accounting for over a third of site traffic and growing, Moosejaw wanted to know why conversion rates for smartphones are typically 40% of desktop and tablet 80%. Is it the mobile experience or customer intent? The survey showed that 71% or phone visitors and 67% of tablet visitors were not planning on buying anything --they were "just checking stuff out." So how big of a factor is the speed of Moosejaw's responsive mobile experience? Less than 6% of respondents cited site speed as the reason for not buying -- less of an issue than not finding the right price, the right product or overall usability.

"Clearly speed and usability are still critical to the 30% of mobile visitors that are intending to buy," said Eoin Comerford, Moosejaw's CEO, "but just addressing these areas will not close the conversion rate gap with desktop. The mobile experience has to be viewed as part of the overall retail experience that frequently ends in a sale on a desktop or in a store."

To support this point, even though 53% of respondents said they open the majority of Moosejaw emails on their phone, 51% said that they do not click through because they prefer to visit the site via a different device (laptop, desktop, etc.).

"Designing email for mobile users is clearly getting more and more critical," added Dan Pingree, Moosejaw's VP of Marketing. "Our results would show that a lower click through rate for mobile users may actually drive more direct traffic."

Some other interesting nuggets from the Moosejaw Mobile Survey:
•The most popular non-media purchase categories for mobile users are Apparel & Accessories, Sporting Goods and Shoes.
•Over 56% of Moosejaw visitors knew that Martin Van Buren was the only US president to not speak English as a first language. (92% of them cheated and Googled the answer).
•Moosejaw visitors are all about Apple -- 65% have iPhones and 55% have iPads. Thank you Mr. Jobs.
•Smartphones are preferred over tablets as the mobile device for visiting retail sites, 49% vs. 33%.

Moosejaw's Mobile History:
Moosejaw has been a pioneer since the early days of mobile commerce, launching its WAP phone site, moosejaw.mobi, in 2006 and a smartphone optimized site, m.moosejaw.com, in 2009. In 2011, Moosejaw was the first major online retailer to use Responsive Web Design (RWD) to customize the experience of its main site for mobile users.


About Moosejaw

At Moosejaw we sell the best outdoor gear and apparel in the world and have the most fun possible while doing it. Our goal is to engage customers with our unique brand voice and a little youthful enthusiasm. We call it Moosejaw madness. Moosejaw offers products from popular brands such as The North Face, Arc’teryx, Patagonia, Mountain Hardwear, and Black Diamond, as well as its own Moosejaw brand and many others. The company serves a diverse customer base including serious outdoor enthusiasts, active individuals pursuing an outdoor lifestyle, and high school and college students who are passionate about the Moosejaw brand. Moosejaw operates through Moosejaw.com as well as eleven retail stores.

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Eli Greening
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