So, the question is: why do customers prefer to complete their online purchases on a desktop device and not a mobile one?
The answer to this question is quite straightforward. Users have a much better overall experience on desktop devices than on mobile ones. There are three main factors that highlight customers’ improved experience on a desktop device than a mobile one:
Ease of use: Generally speaking, it’s easier to navigate on a desktop than on a mobile device. Layouts, applications, and the user interface seem to flow better on a desktop layout than on a mobile one.
Improved visual quality: Images, videos, and slideshows often flow better on a desktop device than a mobile one. In particular, desktop layouts offer an enhanced image layout compared to mobile devices.
Checkout experience: Even when layouts, images, and navigation work well on mobile devices, the checkout experience may leave customers wishing for an easier experience. Suppose the checkout experience is tougher on a mobile device. In that case, customers will prefer to use a desktop device to follow through on their purchases.
Based on these ideas, we must then ask ourselves: how do we increase the mobile conversion rate?