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Best Buy’s Dead-Last Mobile Performance: Does It Mean Anything?
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October 21st, 2010
Add this to the list of your mobile commerce conundrums. In new analyst rankings, Best Buy tested dead last in all categories, among the major retailers tested. But those results may not matter the slightest in terms of Best Buy's M-Commerce revenue, profits or customer satisfaction. Why? Because almost no one—including major retailers—is tracking mobile cart abandonment rates. To be explicit, mobile cart abandonment is not exactly the same as its Web counterpart. An abandonment in the mobile world is customers who visit a site and then abruptly leave before doing anything significant. This outcome raises the distinct possibility that slow, or otherwise flawed, mobile site performance drove them away.
But is that necessarily true? Given the various target audiences for different categories of retailers, is it not realistic to assume that site management has already matched functionality and visuals to target customers?
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
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