Smartphone conversion in the Benelux are lagging behind

smartphone conversionMarketers in the Benelux realise lower smartphone conversion than their peers in other European countries. In some of these countries the conversion percentage lies twice as high. This is shown in the Adobe Digital Index: Europe Best of the Best 2015 – in which the digital performance of companies and consumer behaviour were researched.

Share of smartphones in internet usage grows from 12,5% to 18,8%

In 2014 smartphones accounted for 12,5% of all internet traffic, in 2015 this amount grew to 18,8%. This growth is equal in Europe and America, although relatively the Benelux grew the most with 50%.

Lower conversion rates in the Netherlands

What stands out is that marketers in the Netherlands are not able to convert all this traffic into sales. Apparently the consumer is not yet convinced that you can actually buy a product on the small screen.  Or there are still too many obstacles to talk about a ‘frictionless customer experience’.

smartphone conversion

The average conversion percentage increased from 0,4% to 0,6% – so there is some progression. However, in the countries around us the percentage is almost twice as high.

The UK (1,2%), Germany (1,2%), Scandinavia (1,2%) and even France (0,88%) perform better than the Benelux. The US on the other hand does not perform that much better than us. However, there is hope for better times, when we look at the 20 best performing companies in the Benelux we see that they are working hard on improving this percentage

Why is the conversion lacking?

The constant changing consumer behaviour is definitely part of the reason why, as the consumer not only uses its smartphone they often switch between devices. From the 6 devices connected with the internet the user uses 3 of them on a daily basis, but almost every user (85%) switches between devices depending on which online task they are performing.

As addition to the data analysis Adobe talked to more than a thousand people from various countries. How do they use their devices and what are the bottlenecks? Users actively switch between devices when searching products or product information (52%), emailing (52%), shopping (48%) and watching online TV (48%). Furthermore, almost three quarter of the people say that the smartphone is the least pleasant device. Which is the core of the problem: the experience of using a smart phone is not consistent or personalised according to 6 out of 10 people. Also the fact that user actively switch between devices shows that smartphones don’t provide a pleasant digital experience.

What are the biggest smartphone frustrations?

Adobe also asked the respondents what the biggest frustrations on a smartphone are and  a quarter of the people find the fact that you have to login every single team the biggest frustration on a smartphone. The size of the screen and not being able to fill in all the required information (for instance during check-out) are also complaints that show up often. The ‘user experience’ from one device is clearly not translated properly to other devices. Other common complaints are: navigation, speed, search function and checkout.

The trend is clear: companies have to keep a close eye if the user experience is the same on all the devices used by the customer. But that’s not the only thing: the landscape is changing the user wants to do more on a smartphone. They actually want to shop and bank on their phone, although this is often not possible. So especially for these industries it becomes crucial to optimise the user experience on a smartphone.