How to improve Polish m-commerce to compete with the best? Google and e-point audit results
The speed and user experience of a mobile website have a significant and measurable impact on e-business development. This thesis is proved by the results of the audit conducted by Google and e-point, which will be presented during this year’s edition of the biggest mobile industry conference in Poland.
The authors of the report, Piotr Kowalski from Google and Michał Szklarski from e-point, took an in-depth look at the problems of Polish mobile stores. Our partnership has resulted in over 1110 recommendations, both in the area of Customer Experience improvements and in the speed of mobile shopping. The presentation of the results will take place on March 18th at 11 a.m.35-12.00 during Mobile Trends Conference & Awards 2022. The presentation will be accompanied by the premiere of an ebook containing the results of the audit. Mobile Trends Conference organizer is a media patron of the publication.
Audit of mobile User Experience and website speed was conducted among 50 Polish e-commerce companies from very different industries: health and beauty, furniture, groceries, electronics, books and fashion, to help them adapt to customers and eliminate barriers, that is, de facto increase sales. How important channel of contact with e-commerce customers is mobile is evidenced by the fact that the number of queries in the Polish search engine Google in 2021 was twice as high from the phone than from a stationary computer. This trend is continuing, and the number of mobile internet users is growing steadily. What counts is adjusting to the needs of a smartphone user, who is busy and distracted, and at the same time expects the mobile version of the store to work quickly and efficiently – says Piotr Kowalski, Senior Analytical Consultant from Google Poland.
We took part in this project in order to examine how to effectively help Polish companies from the technological side. We believe that it’s worth spending time and resources on both the service design aspect and the selection of appropriate technologies in order to achieve measurable business benefits by scaling sales – says Michał Szklarski, Member of the Board, e-point Mobile
Companies that have implemented User Experience improvements in the mobile version of their stores have achieved a 3.3% average increase in Mobile Conversion Rate (one of the most important metrics indicating how many customers who begin the purchase process in any channel actually complete it). Conversely, companies that did not apply any recommendation had an average mobile Conversion Rate decline of -6.2%.
In the case of recommendations concerning the speed of stores in the mobile channel, the companies which followed the recommendations gained, on average, 11% increase in mobile performance (speed of operation). In contrast, where no recommendations were implemented, there was a decline of -4% in mobile performance.
The authors discussed these results at the eleventh edition of Mobile Trends Conference, which took place on March 17 and 18, 2022 at the Old Depot by DeSilva in Krakow. Apart from a rich schedule of meetings and presentations, the event included the presentation of prestigious awards as part of the Mobile Trends Awards competition. The whole event was hosted by Jaroslaw Kuźniar, and the star of the evening was Natalia Capelik-Muianga.