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IRUK Top500 Brand Engagement Report 2019

IRUK Top500 Brand Engagement Report 2019

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Valentine’s day set to be a boon for mobile as men buy ‘less sensibly’

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Mobile love: shoppers buy more on mobile around Valentine's Day as they are in a hurry
Mobile love: shoppers buy more on mobile around Valentine's Day as they are in a hurry
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Valentine's Day to see a peak in mobile conversion – because people panic and have to buy something, anything

Mobile conversion is set to rise dramatically in the run up to Valentine’s Day, as shoppers panic buy.

 

According to research by Glassbox Digital, average mobile conversiona rates are set to hit around 15-20% between 5 and 14 February. Typically, as we have seen in other news reports, mobile conversion usually sits at around 2%.

 

The average desktop conversion rate for retailers offering Valentine’s Day sales is expected to be at around 25-30%.

 

The reason for the peak in mobile conversion is simple, believes Glassbox Digital’s director of data science, Ben Tang: panic.

 

Tang says: "Mobile conversions are higher because Valentine’s Day purchases are usually last minute/impulse buys... people feel like they HAVE to buy something for their partner hence they buy less ’sensibly.’ "

 

He continues: “Valentine’s Day is a last-minute shopping holiday for most consumers. As such, mobile apps that offer last minute Grubhub-style delivery services should be very successful this year.”

 

Perhaps unsurprisingly, flowers, chocolate and jewellery are the most popular purchase categories for Valentine’s Day. Valentine’s Day vacation packages are also a popular online sales item.

 

Despite this panic buying on mobile, retailers still need to be optimised to give a proper mobile experience to incoming shoppers.

 

“A customer experience strategy should be put in place to compete with other retailers during this holiday,” says Tang. “It’s crucial that retailers have full understanding of any app problems or site errors that are causing customers to abandon their shopping carts.”

 

Recent research by Contentsquare found earlier this week that mobile is set to account for 54% of all online sales this year – however conversion rates are around 2%, because sites aren’t properly optimised for mobile shoppers, despite shoppers wanting to go mobile.

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