• by Ben Frederick  @mp_benfred, October 5, 2015

mCommerce is projected to be a huge portion of brands' revenues in the golden future of mobile, but in the ever-depressing present, practically everyone acknowledges that there is too much friction in the mobile consumer’s path to purchase.

Moovweb, a mobile software provider hoping to address the pain points in mCommerce, announced today the release of MoovCheckout, a service that enables businesses to directly control and optimize the checkout flow of their mobile Web sites.

“We found that most of the big wins that people experienced in mobile tend to be around the checkout process. Small changes to checkout had bigger influences on conversions,” says Haresh Kumar, VP of marketing, Moovweb.

The company began experimenting with all the different kinds of products that people buy and how to customize the checkout experience based on the product. Based on their research, Kumar said Moovweb’s hypothesis presented a technical challenge: Is it possible to productize the checkout process?

The answer was yes: “I’d say the big takeaway is that useability has a huge impact. Some of our clients saw 30-40% lift based on purely useability changes,” says Kumar.

With field-level analytics, marketers can see exactly where their consumers drop off from the checkout funnel, which fields may be problematic, and what could be causing delays to checkout. They will also be able to view industry benchmarks and receive recommendations for best practices in checkout.

“During our back-to-school promotion, which is our Black Friday, we got a 17% increase in conversion rates and a 29% increase in revenue per visit,” states Ben Bartels, director of ecommerce & marketing at Alibris.

Kumar says that most e-retailers acknowledge that their checkout process could be better, but often don’t take steps to improve the experience or are unaware of best practices.

100 million people -- about one-third of Americans -- hit Moovweb’s network, giving them a large pool from which to draw conclusions. About 4 in 5 consumers drop out of the checkout process before completing the transaction.

Kumar says that that solving these pain points on mobile commerce will most likely have crossover implications for desktop as well.