A friend recently had to make an online purchase. Searching on a Smart Phone, he found the item he was looking for and quickly ordered. The website he was ordering from allowed him to choose the item, add it to the cart and proceed to checkout. All of this sounds simply so far. Once in the checkout he could not complete the purchase. There appeared to be some issue with completing the purchase and clicking in the correct area to proceed. I explained he may need to log onto a desktop to complete the order as there appeared to be some issue with the mobile device allowing him to click on the right area. It then took him all of 60 seconds to leave that website, search and locate another site that offered the same product and purchase it instantly on his mobile device from this business instead.
I found it fascinating that it was much easier for my friend to find a different business all together to complete the purchase then find another device to proceed with the original purchase. I know I have done this myself and believe without any doubt that the majority of smartphone users would also have done this. Five years ago I was telling my clients of the importance of a mobile optimised, now it is so important for your website to be as fully functional as it is on a desktop otherwise the consumer will easily find a website that is.
It is so important to check your website regularly, follow the same process as a customer might do to ensure the buying and navigational process is seamless and free of technical issues.
Clearly, no second chances are being given here by the consumer so we need to be getting this right.