eCommerce és mCommerce – Az online kereskedelem királya vagy kishercege a mobil?

A mobilról indított keresések a nyugati piacokon már 2014-ben többségbe kerültek a desktophoz képest. Mára már a kisebb piacokon is egyértelmű a trend átbillenése.

Ahogy az okostelefonok penetrációja növekszik, egyre többet és többet is vásárolunk mobilról. A világcégek is aktívan készülnek a mobildominanciára, a Google által kidolgozott mikromomentum-koncepció sem jelez mást.

 

Mi a különbség az eCommerce és mCommerce között?

 

Az eCommerce, vagyis elektronikus kereskedelem: a Wikipédia meghatározása szerint „az árucikkek és szolgáltatások elektronikus úton – elsősorban az interneten és számítógépes hálózatokon – való eladása, vásárlása, illetve cseréje”.

 

Az mCommerce (mobile commerce):

tulajdonképpen az eCommerce egy alkategóriája, a lényegi különbség igazából az, hogy milyen eszközöket használunk a vásárláshoz. Az mCommerce nemcsak a mobilon végrehajtott tranzakciókat foglalja magába, ide tartozik mindenféle okoseszköz, okostelefontól phableten át a tabletekig, egyes esetekben még a laptopokat is ide sorolják, mert azok is hordozható eszközök.

Mivel az okoseszközök mobilitásukról híresek, ez egyben azt is jelenti, hogy az mCommerce nemcsak asztali számítógépek előtt – jellemzően otthon vagy a munkahelyen – valósulhat meg, de gyakorlatilag bárhol, ahol rendelkezésre áll valamilyen internetkapcsolat.

 

Mobileszközökre egészen máshogy kell optimalizálni:

Nemcsak egyszerűen kisebb a képernyő, amelyen egy webáruház megjelenik. Ahány eszköz, annyiféle képernyőmérettel, felbontással, színmegjelenítéssel kell számolnunk. Ha tehát mobiloptimalizáljuk egy webáruház megjelenését, azt rugalmasan kell tennünk, hogy alkalmazkodni tudjon szinte bármilyen felülethez: ez a valódi reszponzivitás.

Fontos szempont az is, hogy a mobilos tranzakcióknak egyszerűnek kell lenniük, ahogyan a tranzakcióig (konverzióig) vezető útnak is. Hozzá vagyunk szokva, hogy egy okostelefonon bármit elérhetünk, elindíthatunk, bezárhatunk néhány kattintással, s a webes felületektől is ezt várjuk el: gyorsaságot és egyszerűséget, míg desktopon a komplexebb megoldásokkal sincsen problémánk.

 

Bárki bármikor elérhető

 

A mobileszközökre célzásban azért is rejlenek óriási lehetőségek, mert a vásárlók gyakorlatilag minden pillanatban elérhetőek. Ha küldünk nekik egy eDM-et, az e-mail azonnal ott csipog a telefonon. Egyetlen kattintással a felhasználó már a termékoldalon van, rögtön fizethet is – egy konverzió sokkal gyorsabban lejátszódhat.

A személyre szabott tartalomban, ajánlatokban is erősebb a mobil: rengeteg hasznos adatot nyerhetünk, amelyek alapján pontosabb ajánlatokat tehetünk.

Egy példa:

egy ruházati termékeket áruló webáruház megteheti, hogy vizsgálja, az oldalára érkező látogatók hol tartózkodnak éppen – feltéve, hogy a látogatók engedélyezik telefonjukon a helymeghatározási adatokhoz való hozzáférést. Ezeket az adatokat más adatbázisokkal, mondjuk egy időjárás-előrejelző szolgáltatással is összeköthetjük. Innen már csak egy lépés, hogy aki viharos területről csekkol be, annak esernyőt, aki napfényes helyről, annak napernyőt kínáljanak az első oldalon.

 

Ez egy igen leegyszerűsített példa, de jól mutatja, milyen lehetőségek rejlenek abban, ha képesek vagyunk bölcsen kihasználni a mobilitás adta lehetőségeket.

 

Hektikus konverzió – és ami mögötte van

 

A konverziós arány weboldalról weboldalra változik, hiszen megszámlálhatatlan tényezőtől függ a termékek árazásától kezdve a webshopon használt navigáció bonyolultságának mértékéig.

Az iparági átlagok azonban azt mutatják, hogy mobilon jellemzően alacsonyabb konverziót képesek a webáruházak elérni, mint desktopon: asztali gépen valamiért nagyobb hajlandóságot mutatnak a felhasználók a vásárlásra.

tips Hasznos: Míg egy webáruház forgalmának ma már akár 40-50%-át is adhatják a mobilhasználók, akár 70%-kkal kevesebb konverziót is hozhatnak, mint azok, akik asztali gépről érkeznek.

Ugyanakkor a tabletes vásárlások hasítanak: a tabletes konverziós arány akár a kétszerese is lehet a desktopénak, viszont csak a forgalom mintegy 15%-át adják a táblagépek.

 

Mit mutat a statisztika?

 

A Demac Media által kiadott, 2016 első negyedéves adatait közlő eCommerce Benchmark Report szerint a legtöbb esetben a mobilos felhasználók 0-1% közötti konverziót produkálnak, 4-5%-os konverziót gyakorlatilag sehol sem hoznak ezek az eszközök. A desktop ugyanakkor jellemzően 1-2% közötti konverziót hoz.

A vásárlások értékében is jelentős eltérés mutatkozik, a különbségek azt mutatják, hogy nagyobb értékű árukat hajlamosabbak vagyunk inkább desktopon megvásárolni: az asztali gépet tehát biztonságosabbnak érezzük.

Ennek oka valószínűleg az, hogy a komplexebb fizetési folyamat egyben nagyobb biztonságérzetet is képes nyújtani: több alkalmunk van meggyőzni a felhasználót arról, hogy nem verjük át. Mobilon viszont ugyanígy hajlamosabbak vagyunk kisebb értékű árukat megvenni: kisebb beruházásnál nem érezzük annyira szükségét a megerősítésnek.

Továbbá, az új vásárlók még mindig kicsit nagyobb arányban érkeznek desktop gépekről, mint mobileszközökről:

 

mcommerce új vásárlók

 

A jelentés szerint így alakulnak az átlagos kosárértékek eszköztípus szerint:

  • desktop: 127 $ (kb. 35 ezer forint)
  • tablet: 114 $ (kb. 32 ezer forint)
  • mobil: 104 $ (kb. 29 ezer forint)

 

A jelentésből láthatjuk azt is, hogy a mobilhasználók türelme érzékelhetően véges.

 

Így alakul az átlagos oldalmegtekintések száma látogatásonként:

  • mobil: 4,87
  • tablet: 6,11
  • desktop: 6,61

 

És ezt látjuk, ha a látogatások időtartamát vizsgáljuk:

  • mobil: 3 perc 28 másodperc
  • tablet: 4 perc 29 másodperc
  • desktop: 4 perc 39 másodperc

 

Vagyis: aki mobilról érkezik a webáruházadba, kevesebb oldalt néz meg és gyorsabban ott is hagy, s eközben sokkal kisebb eséllyel konvertál. Miért van ez így?

 

Az alacsony mobilos konverzió okai

 

1)

Sok oldal még ma sem optimalizál megfelelően: lehet, hogy AdWords hirdetéseik, hírleveleik megfogják a felhasználót és a weboldalra irányítják, az azonban nem jelenik meg megfelelően a kis képernyőn. Az oldalra irányított lead így félbeszakítja a vásárlási folyamatot – a mobilfelhasználók híresek türelmetlenségükről.

Az aranyszabály egyébként, amelyet alkalmazni érdemes, a 3-as szabály: a webáruház bármely oldala legyen kisebb méretű, mint 3 megabájt (hogy ne töltődjön be túlságosan lassan), és a weboldalon belül bármilyen tartalom elérhető legyen a felhasználó számára legfeljebb 3 kattintással.

 

2)

Nemcsak maga a megjelenés, a dizájn okozhat problémát, de az optimalizálatlan vásárlói folyamat is. Lehet, hogy egy négyoldalas fizetési folyamat desktopon nagyszerűen működik és megfelelő konverziós arányt hoz, éppen a relatív bonyolultsága miatt azonban mobilon már túl komplexnek bizonyulhat az egylépéses checkout-ra vágyó vásárlóknak.

 

3)

A felhasználók nem mindig mennek végig a vásárlási folyamaton start-cél módra. Desktopon a kosárelhagyásért nagy részben felelősek azok a látogatók, akik bevásárlólistaként használják a kosarat: belerakják a termékeket, hogy később megvásárolják. Mobilon hasonló jelenséget tapasztalhatunk, amely megjelenik az eszközökre vetített konverziós arányban: mobilon megkeresik a terméket, viszont végül az asztali gépen zárják le a vásárlási folyamatot.

A vásárlási út, ahogyan a Google azt 2015-ben a mikromomentum-koncepcióban megfogalmazta, mára széttöredezett: egy-két perces intervallumokban keresünk megoldásokat, termékeket, pillanatok alatt hozunk döntéseket. A buszon kapaszkodva vagy a váróban ülve megkeressük a nekünk ideális terméket, elmentjük, otthon pedig a gép előtt megvesszük azt. A vásárlói út ma már nem egyenes vonal, inkább véletlenszerű ponthalmaz, amelyből néha nehéz kirajzolni a nyuszit.

 

4)

A tabletek hibrid volta magában is indokolja a jóval magasabb konverziókat. A képernyő nem annyira kicsi, hogy a hiányos optimalizáció túlságosan sok vásárlót tántorítson el – ami desktopon jól jelenik meg, jellemzően táblagépen is. A tablet viszont kicsi, könnyű, könnyedén bárhová magunkkal vihetjük, vagyis: mobilis. Így jóval több alkalmunk nyílik a potenciális vásárlóknak ezen elkölteni pénzüket – a webáruházaknak pedig elérni őket.

 

A vásárló, aki hajlandó, de képtelen

 

mobil-os webshop dizájn

 

A felhasználók rengeteg esetben nagyon is készek volnának mobilon keresztül vásárolni: kényelmesebb és gyorsabb volna, mint átküldeni egy hivatkozást saját maguknak, mint órák múlva egy teljesen másik eszközről folytatni és befejezni a vásárlást.

Maguk a webáruházak azonban gyakorta egyszerűen lehetetlenné teszik ezt. Vagy azért, mert a megjelenésük szétesik kisképernyőn, vagy mert a folyamataik kidolgozásánál nem gondoltak a mobilokra – a lényeg, hogy a felhasználói élmény olyan alacsony szintű, hogy a vásárlás lezárása túlságosan sok energiát követel meg. Márpedig a felhasználónak nem delegálunk feladatokat, hanem a keze alá dolgozunk, ha magas arányú konverziót akarunk elérni.

Megjegyzendő az is, hogy egyes esetekben nem is maga a rossz felhasználói élmény felelős az eszközváltásért vagy félbemaradt vásárlásokért. A korábban sokszor csalódott felhasználók egyszerűen meg sem kísérlik a vásárlást, mert eleve frusztráló élményre számítanak. Éppen ezért ha sikeresen optimalizáltuk a folyamatainkat mobilra, akkor érdemes ezt erősen kommunikálni: minden lépésnél érzékeltetni a felhasználóval, hogy azonnal továbbhaladhat, és csak néhány egyszerű kattintásra van a kényelmes vásárlástól.

 

Hol kezdjük az mCommerce-optimalizációt?

 

Az alacsonyabb konverzió és kosárérték nem azt jelzi, hogy nem érdemes a mobilos e-kereskedelembe fektetni – csak annyit mutat, hogy ezt intelligensen kell tennünk.

A trend egyértelmű: a mobil évek óta egyre fontosabb szerepet tölt be az online vásárlások piacán, és ez nem változik majd a közeljövőben. Az Egyesült Államokban 2016-ban várhatóan 46,8%-kal növekszik majd az mCommerce, míg a „hagyományos” asztali gépes vásárlás 15,7%-os bővülést tud majd felmutatni – ehhez képest a retail szerény 2,6%-os növekedése elbújhat. És ezzel az Államok még csak nem is tartozik az élvonalba: a 2016-os Mobile 500 jelentés szerint a mobilkereskedelem bővülése Latin-Amerikában 59,8%, Európában 70,7%, Kínában pedig 249,3%.

A dominancia csak idő kérdése, az idő rövidségét pedig az határozza meg, hogy a kereskedők milyen gyorsan ismerik fel mindennek a jelentőségét és optimalizálják oldalaikat és folyamataikat teljes mértékben.

Az, aki 2016 közepén úgy dönt, hogy a teljes vásárlási folyamatot optimalizálja, és tökéletes élményt nyújt ezzel a mobiltelefonon oldalát meglátogatók számára is, most még könnyű szerrel konkurensei elé kerülhet, jóval nagyobb konverziós arányt érve el.

 

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