Welcome to the fourth blog in our mobile series. If you missed the last one, you can read it here.
This time we’re taking a look at Instagram with Ryan:
Hungry for more? Visit Qubit Aura here.
Key takeouts from the video
This film is about why mobile shopping UX hasn’t taken a step back to observe the likes of Instagram.
I can’t speak for everyone, but if I have a few minutes to kill, Instagram is one of my top 5 apps. Why? Well, there’s the social candy, but there’s also the fact that it’s pretty easy to use—something I can’t say for other apps that have come and gone over the years.
Instagram boasts long flowing feeds of images, easy favorting, simple sharing and often some pretty good ads… I certainly click on more Instagram ads than I do from search or facebook.
When compared with apps like Instagram, Mobile ecommerce sites are at a disadvantage—it’s a question of adapting what works on desktop and trying to-make it work on mobile. Oftentimes we see a hamburger navigation take the place of the conventional nav while other elements are pushed further down the site.
Quantifying the situation
In 2017, Qubit research found that traffic from mobile had doubled that of desktop, but conversions and revenue were less than half.
To dig deeper into the problem, we conducted a consumer survey that delivered some interesting results: Speed, ease of browsing and difficult product discovery outweighed any pains mobile shopping users had from the checkout process.
The message we received at Qubit HQ was this: Compromising on mobile is no longer an option.
Delivering a solution
In mid 2018, we released Qubit Aura, a mobile-only product to specifically address the area of product discovery. Qubit Aura essentially ‘Instagrams’ a website, turning the most popular products and categories into seamless feeds.
Once in the feed, features include the ability to save products to ‘My Picks’ and ‘share with friends’, a strong favorite with today’s mobile-first shopper. According to the 2018 Business of Fashion report, social sharing is the fastest growing referrer of new traffic to ecommerce sites in 2018.
Getting into the metrics
During our research, we found that mobile now influences 19% of purchases made on computer (i.e. you find a product on mobile and buy later on computer).
The logic follows that a richer mobile experience will lead to a greater mobile ‘halo effect’ on computer. Indeed, data from our platform shows that shoppers using Qubit Aura see on average 2.25x more products than those who don’t. The secret to this lies not only in the UX, but Qubit’s application of ML to make the feed of products hyper relevant.