It’s time to talk about cart abandonment on mobile. While mobile traffic is still growing strongly, far outstripping desktop and tablet, bookings on mobile still lag behind. Why?
Almost two out of five mobile shoppers have abandoned a travel booking on a mobile device due to poor user experience. This figure comes as part of a study by US-based Jumio, which estimates that in the UK alone £2.7 billion in the travel industry was lost in 2014 after consumers failed to complete a booking – and, unfortunately, things are improving only slowly.
Usability is one of the core problems facing hotels and users alike. One third of visitors report that apps or mobile sites are too slow to load. Navigation and payment process were also featured as reasons for abandonment, with screen size issues blamed by 21%.
If mobile weren’t such a strong and growing channel, mobile cart abandonment might be a minor issue. However, new research from Google indicates that 60% of travel research was done on mobile in 2016.
So how do you ensure you’re giving users the best mobile experience to maximise conversion?
Take a look at the infographic to get our 6 best ways to overcome mobile booking abandonment: