Lehigh Prof Explains How To Break Through E-Commerce’s Mobile Glass Ceiling
Lehigh University’s College of Business and Economics published an article by Bryan Hay about new research from assistant professor of marketing Ju-Yeon Lee into why “consumers tend to click and browse” mobile e-commerce platforms rather than click that “buy” button, especially on high-ticket items.
In a paper entitled “The Dark Side of Mobile Channel Expansion Strategies,” Lee explains that her research showed clear evidence that customers buy more frequently on mobile devices but tend to “think twice about big purchases.” Lee believes the research demonstrates clear ways in which people “develop habits and expectations for their online shopping experiences.”
Many consumers, including Lee herself, simply don’t feel safe making large transactions on mobile apps in public spaces because of “concerns surrounding security and theft of personal information.”
According to the article, data from a leading e-commerce platform demonstrated that mobile interfaces increase “customer sales up to 38% [but] beyond that threshold, the use of a mobile channel reduces revenue because active mobile shoppers buy more often but spend less per order.” Lee explains that, “Restrictions in viewing full product descriptions limits a customers’ confidence in making a large purchase.” The two caveats to this rule are when “customers purchase low-risk products or buy from high-quality sellers.”
Lee believes firms could “experiment with alternative website versions and closely monitor consumers’ cognitive load…before finalizing website design and functionality. Improving operating efficiency not only directly contributes to the bottom line, but it also increases the returns from mobile traffic.”
Her study stresses the “importance for companies to strive for a balance across all of their online platforms instead of relying primarily on mobile channels.”
About the Author
Jonathan Pfeffer
Jonathan Pfeffer joined the Clear Admit and MetroMBA teams in 2015 after spending several years as an arts/culture writer, editor, and radio producer. In addition to his role as contributing writer at MetroMBA and contributing editor at Clear Admit, he is co-founder and lead producer of the Clear Admit MBA Admissions Podcast. He holds a BA in Film/Video, Ethnomusicology, and Media Studies from Oberlin College.
