Spain is one of the countries with the highest penetration of smartphones, but… what are taking advantage of traders? Do you have adapted the stores to the reality mobile?

The smartphone have become an extension of the people. Few are the spaniards who do not have in your possession one of these devices. Is estimated in our country 92% of the population has at least one smartphone. And it is here, in a matter of a few years, the number of owners of smart phones has multiplied for two. These smartphone are terminals of all the types and, among other things, allow you to buy without travel to the physical store so after receiving the order in the place most appropriate. The comfort, the time savings and the ability to compare prices instantly play in favor of what is known as electronic commerce or eCommerce.

The statistics attest that the people are losing the fear of online shopping. Last year had in Spain more than 5 million of online shoppers. And this number is only a reference, because it should go increasing.

Today the internet users are willing to purchase goods and services from different devices. But, what are the stores prepared to respond to their needs? is what has been adapted to the visualization of the web pages Spanish e-commerce to the incessant use mobile? What is the status of e-commerce via mobile devices (mCommerce) in our country? A study of the comparator idealo.it is revealed that 41.5 % of Spanish elderly do not purchase via the smartphone argued problems such as, for example, that it is uncomfortable. And there are shops online that still have not adapted to the requirements of the phones. 16% do not have design facilities and the majority not account with the iOS app or Android for mobile sales.

The users are mobile, the pages not so much

The vast majority of online stores in Spain have already adopted a design optimized for mobile devices,“ says Adrian Amorín Moon, Country Manager of idealo in Spain in a statement to Silicon.is. As demonstrated in the study of idealo is, specifically, that “the 84 % of the e-commerce pages tested” for this service had “with what is known as a layout to responsive”. But that does not mean that the design you have is perfect. “There are general deficiencies in the design responsive”, indicates Amorín, “as not to take advantage of the possibilities of the touch devices or not to allow in a smartphone will lose content on a big screen would occupy a prominent place”. And “there are also problems specific to the eCommerce on mobile, as for example a bad integration of external platforms payment then lost to the user.”

This means that users have to complain about.

“most of The Spanish are complaining about screens that are too small, discomfort, problems to imagine the product in the reality, online safety, and the charge time”, lists the responsible of idealo.

Luis Martinez-White, Head of Digital Boost, line-of-business digital marketing Stratesys
Luis Martinez White, Head of Digital Boost, line-of-business digital marketing Stratesys

“customers require an experience most optimal, speed, ease, not thinking of where things are or what things there are” in the store, aiming for his part, Isaac Bosch, CEO of Ecomm360, which defends the maxim that “the thought automated work alone.” “in Addition, the users can still feel uncomfortable when entering your payment details on the mobile device, as they are considered less secure in comparison with desktop”, add Luis Martinez White, Head of Digital Boost, line-of-business of marketing digital Stratesys, to the hour to assess the situation. “The form of payment in mobile has to adapt in order to become more secure.”

Luis Martinez confirms that the mobile access exceeds “ desktop and tablets at all times of the day (more than 60 % of traffic, compared with only 30 % of devices desktop)”. Although, adds this expert, “at the completion of the purchase to the adoption is being slower”. Why? This imbalance does not mean that the user is not prepared or does not have the confidence to buy from mobile devices. is Brands like Amazon or Zappos, and other applications such as Uber or Airbnb”, without going any further, “have been recorded in recent years records with regard to mCommerce”. The completion rates indicate that “users are ready for mCommerce, but expect an experience equal to or better than these great leaders of the market,” responds Martinez.

“Currently in Spain, the challenges in mCommerce are primarily in the design user-centric, the adaptation of content to different times of use, load time, security and competition”, summary from Stratesys. “The screens are still too small and the websites are not optimized for online shopping from mobile devices as they are for desktop”. And is that “the design must adapt not only to the visual part of the project, but also and very especially, the content for optimum usability to provide an exceptional user experience”, argues the leader of Digital Boost that it has consulted Silicon.is.

Alvaro Gomez, the Country Manager of Praises in Spain, remember that “Spain is one of the countries with the highest penetration world of smartphone”, and that the Spanish are “the more we use them, so it is normal that we have to adapt to forced marches to what we ask our users and customers. however,” she notes, “the change of behavior has been and always will be ahead of the change of the digital assets for the eCommerce, which is a process that is always more expensive and long-term”.But everything suggests that it will end up producing. «Little by little we are getting closer to that desired performance,» says Gomez, who is positive about what is to come and highlights that «the world of eCommerce in Spain has evolved a lot in recent years.»

For him, “the most common failure is to think that simply adapting our digital assets prepared for desktop computers to mobile devices, and thinking that our work is already done . The truth is that both the mobile infrastructure and our way of use is very different in mobile than in computer, ”he explains. «When we use the computer, we are prepared for quieter and longer uses over time, while when we use the mobile we want instant results.» And that’s why you can’t address both areas in the same way. «We need to adapt the mobile experience to what our users and customers expect, which is very different from what they expect from a web view on a computer,» insists the Elogia manager.

 Álvaro Gómez, Country  Elogia Manager in Spain
Álvaro Gómez, Country Manager of Elogia in Spain

On the other hand, «on many occasions we assume that users will experience our digital assets just like when we do it in the office: with powerful Wi-Fi and high internet speeds,» continues Álvaro Gómez, when «the reality is very different: most users surf the internet on 3G and with unstable connections, which convert websites that load quickly into the office into websites with exorbitant load times that nobody wants to visit. And let’s not forget that this has a huge negative effect on the business: Google tells us that websites that take more than 3 seconds to load lose up to 53% of customers waiting ”, he argues Gomez «Imagine having struggled so much to bring traffic to your store just to turn around once we take time to serve them.»

Basic tips to win over an Internet user

Knowing what the most frequent mistakes are, it is easier to find a solution. To gain the trust of Internet users who navigate from smartphones and tablets to the search for acquisitions, Álvaro Gómez advises to assume that “l at average device loading speed it will be 3G «and, in that sense, to design» the infrastructure and the contents so that they work correctly in this standard «. The other main commandment for Praise would be to work on that design «always from a mobile first» perspective. What does this mean? What to see “what use cases can we solve for our users in mobile ”, Gómez guide and face “the experience to give them priority on mobile devices”.

For Isaac Bosch, «the most important lesson» is to learn that in mCommerce there is not so much that «adapt» what you have, but rather «remove» things. Bosch concedes that «you can raise a desktop and then move to the mobile» the initial design when creating an mCommerce, but the truth is that in the end «the mobile is mobile and requires less options» than others approaches.The secret to receiving customer acceptance would lie in the «design quality, with functionality, thinking of them». And there «there are several theories» that can be followed. Some may convince them that the store presented on their mobile screen is beautiful and, others, the issue of security.

Precisely security is key in the eyes of Adrián Amorín Luna. “It is essential to have a website that inspires reliability and security, for example with an HTTPS domain and with trusted seals” , recommends the Country Manager of idealo in Spain, which celebrates that, “luckily, Spain It is one of the countries with the most mobile affinity. ”

In any case, “preparing” a store for the new environment “depends a lot on its size and needs,” continues Amorín. “For small businesses that are integrated into a marketplace it is enough that the marketplace page is adapted to mobile phones, while others with more resources are recommended to bet on a responsive design. Undoubtedly, the simplification of the website and the steps before making the purchase is vital when it comes to improving the conversion on the mobile, ”says this expert. «Since it is uncomfortable for many people to enter their data on a small touch screen, it is essential to minimize the data requested from buyers, and, where possible and convenient, have a login in which the user’s data is already saved ”.

From Digital Boost they offer a list of seven basic points to consider when preparing an online store for mobile. The first is «to be present in mobile with an adaptive design that favors the purchase decision». The second is to understand that «consumers will not expect sites or slow mobile applications», but «expect a fast charge», as they also warn from Praise, so it is imperative to offer it. The third one has the form of «simple menu and navigation» . The fourth is made up of a «organization of vertical information and call-to-actions visible» . The fifth involves capturing the «information economy» and using «optimized images» . The sixth would be to deliver a representedd full product description with icons to summarize information ”. And the seventh, consists of whereu be-friendly check-out and multiple possibilities in methods of payment insurance ”, as other members of the sector also warn.

 Adrián Amorín Luna, Country Manager of idealo in Spain
Adrián Amorín Luna, Country Manager of idealo in Spain

«When a user performs an online search, the content that the user will consume is the one that is optimized, be ‘snackable’ and educational» , Luis ends Martínez Blanco. «If a brand’s website or mobile application helps the user easily find answers to their questions, 69% are more likely to buy them.» In the end it tries to smooth the process of purchase. Martinez White says that, “thanks to mobile devices, the user can purchase at any time and in any place. In fact, 39% of users claim to have made a purchase in your kitchen and another 28 % from your car”. The possibilities are there. But keep in mind that “consumers are willing to buy it from mobile in that brand which makes them easier to purchase.”

isResponsive or mobile first? What app or mobile web?

there Are several recipes that are given to meet the needs of e-commerce, mobile and that, when making business decisions, can generate confusion. On one side is the design responsive,means that a website adapts its content to the screen that is displayed, changing its size, position, order and number according to occupy better the space available and thinking about usability,” according to the definition provided by idealo. On the other hand mobile first , “is an approach in which priority is given to the devices -and therefore users- mobile design, that is, by first creating a page for screens of small size and then adapting this design to larger screen sizes”, also in accordance with the description of idealo.

To sell by mobile phone, you can use an app or use the mobile web. is “The apps are hugely popular in Spain,” determines Adrián Amorín Moon, Country Manager of idealo in our country. “For an eCommerce represent a form of customer loyalty that leaves open a window of opportunity in his smartphone. Even so,” says Amorín, “it is important to take into account the high costs of developing an own application, it is not always acceptable. Finally, mobile version of a page is a solution, rather ‘emergency’ that has become obsolete as has been popularizing the design responsive, which saves us having URLs duplicate”.

“From idealo we believe that today it is vital to have a design responsive and, depending on our user profile, from a design mobile first”, concludes his spokesman. “Investing in an application will only be necessary if it is a fundamental part of our business model.” This is, “if for example we are a marketplace u we offer a broad portfolio that appeals to the user with a certain regularity”.

Choose one of the different options available and to resolve “the million-dollar question” is not simple. “The responsive or mobile web” seem to me “essential” when it’s your turn to raise the response to Isaac Bosch, which leaves the choice of each one the option that best works for them, depending on the target while “the app must support the omnichannel offering added value,”. And that is, despite the fact that “the user and the device are the same” in all cases, “let us not deceive ourselves,” says the CEO of Ecomm360, because “the great use” to “the stores comes the navigator” and “apps, or you offer something different or does not contribute much.”

Isaac Bosch, CEO of Ecomm360
Isaac Bosch, CEO of Ecomm360

For Álvaro Gómez there are no taxative answers either. It all depends». In fact, “traditionally, the responsive design and the apps occupied different functions in the digital strategy. On the one hand, using a responsive design is the fastest way to adapt digital assets to the mobile era and thus be able to take advantage of all the benefits of the internet ”as a «Easy distribution of our content without barriers to entry» , details the Country Manager of Elogia in Spain. Although it also has «its drawbacks», the case of «sporadic and transactional use of our website». And «the apps have a very different operation,» Gómez continues, «with» many barriers to entry, «because it forces you to go to the store to start the download, to wait for that download to complete. and then to enter the application itself, «but with very good interaction and use results once the user is loyal and has it downloaded».

«Where to bet? In Elogia we are taking the best of both concepts, ”says Álvaro Gómez, who finds the solution in Google’s“ Progressive Web Apps ”. «This protocol allows you to adapt your mobile site so that progressively», as its name implies, «adapt typical features of a website». They are characterized by being downloads on the mobile desktop. That would allow working offline and, in addition, without delays. And that would also allow you to take advantage of the camera and mobile accelerometers. «In this way,» Gomez values, there is a «fast and cheap distribution and high rates of engagement and conversion», bringing together «the best of both worlds» for «a better business result.» < / p>

Luis Martínez Blanco’s impression is that “there is no ‘better option’ between responsive , mobile first , app or web design mobile, the important thing is to think about the end user or customer and, depending on your needs, build websites optimized for mobile with a direct focus on conversion, or an app if We understand that downloading will be necessary and offers added value to that user experience. ” But, «be that as it may,» says the Digital Boost executive, « the design must comply with the UX rules and the information economy to generate an optimal user experience and guide its behavior towards conversion» < / strong>.