If you’re a retailer, tis the season to be jolly. But what...wait? Only if you’ve got a top-notch mobile shopping experience, apparently. This year, more than 50% of Black Friday bargains were snapped up on a handset, up from 40% last year, and less than 10% just 5 years ago. And this isn’t a standalone trend...experts predict that at least the same percentage of people will do all of their holiday season shopping on their mobiles this year as ‘it’s just easier, quicker and more convenient.’
But is it?
Mobile shopping anything but quick and easy
On the surface, it seems easy to buy something on your phone. You scroll through and click on one of the many deals in your favourite shopping aggregator/meta search app, or you follow one of those pesky (yet extremely effective?!?) ads in your Facebook, Instagram, Pinterest or Snapchat account to whatever it is you need. And that’s about it…
That is, until you reach the (mobile) site of the online shop you’re visiting. Herein the problems begin: there’s a huge chance the site you’re visiting may not even be mobile optimised, and even if it is, you probably won’t be happy with their shipping and payment options. And on the chance that you actually put an item into your cart, you probably won’t get much further anyway and you wouldn’t be alone...86% of all mobile customers abandon their merchandise (contributing to an incredibly lousy 1.55% mobile conversion rate). The reason, this time? You’re on your phone and you’re looking for that unicorn of a quick and easy experience but you’re not getting it...the checkout process is too complex (true for 23% of all cart abandonments) or it’s just taking far too long (true for 27% of all cart abandonments), due in large part to the fact that typing your details onto a mobile screen is just so damn fiddly and difficult.
So it’s fair to say that if you’re a Black Friday/Christmas/Anytime mobile shopper, retailers are clearly letting you down. And they’re also letting themselves down in the process, clearly, with the USD $4 trillion that lost mobile sales cost them (and the economy) every year.
This problem can be solved, but not just by the retailers
Some of the issues with mobile conversion can and should be solved by retailers themselves. For example, retailers and only retailers can mobile-optimise their websites, ensure they offer fair and enticing payment and shipping options, and uncomplicate their checkout processes.
One thing they can’t do (or at least, they can’t do well) is make their checkout processes significantly quicker. To do so, they’d need to offer highly accurate and secure autofill, something that historically hasn’t been available...until now.
In the past, basic autofill was only available for a retailer when a customer either i) had purchased something before and the retailer had stored the customer’s data, in which case they’d still need to login to get their details pre-entered...how annoying (not to mention a security risk) or ii) they accessed the retailer’s site via a browser with a basic autofill feature, in which case the accuracy of the autofill was extremely questionable (most browser autofills are 53% accurate at most). Neither experience was great.
Now, though, intelligent autofill is here with the likes of Fillr. When next-generation autofill used in partnership with a shopping or social media app, Fillr can help retailers help their customers checkout up to 536 times faster, with form filling at 98% accuracy...enough to turn just about any retailer’s user experience from a let down to an outstanding success.
Who is Fillr, anyway?
Founded in 2015 by hugely successful entrepreneurs Chad Stephens and Chris Koch, Fillr was created to solve one of the biggest issues in e-commerce: mobile conversions. As an over-the-top data exchange platform, Fillr uses its industry-leading domain experience and an infinitely complex combination of algorithms, machine learning and advanced textual heuristics to ensure that every retailer’s checkout form - everywhere - is autofilled to perfection, everytime.
Increasingly, big names in the industry are turning to Fillr to solve their autofill, and more broadly, user experience and conversion problems. Founder Chad Stephens said that this is predominantly because:
“There’s a clear link between intelligent autofill and conversions. Our research shows that customers who use Fillr are 2.2 times more likely to convert than those who don’t. This means a retailer could significantly increase their sales...the net effect of that is huge.”
The reason that Fillr is attracting new clients, though, isn’t just because of increased conversion rates alone. Chad says that it’s the technology that sits behind this achievement that also makes Fillr unique:
“We’re the only autofill on the market that offers autofill that’s 98% accurate and that’s simply because accurate autofill is so hard to build. Many of our clients try, because they think it will be easy but it is actually a very difficult problem to solve.
Think about it. There are hundreds of millions of web forms around the world, that are forever changing and new ones appearing...a constantly moving target where site specific rules breakdown and don’t scale. Then you complicate that with developers rarely following web form standards and the different countries, languages and industries. We’ve built an autofill that addresses all of this...Fillr reads forms like a human, but fills them like a machine...without the human errors.”
In addition to the technology, Chad says, Fillr is PCI and GDPR compliant, and backed by banks such as Westpac and A-grade investors like Softbank China, so clients know that consumer data is incredibly secure.
How does Fillr compare to other autofills?
So how does Fillr compare to other autofills? When asked this, Chad says, quite simply:
Chad says that Fillr’s offering as a B2B ‘autofill as a service’ company who licenses their form filling technology to third parties makes Fillr unique for a number of reasons:
“In our market there are B2C autofills, and they are password managers. They offer a decent service and do some form filling as well, but they struggle with the weird and wonderful forms from around the world.
There’s also browser autofills, which are the most common, such as Google Chrome’s autofill and Safari’s autofill, but they are limited as they’re only available in respective browsers (so businesses can’t license them) and they’re so inaccurate.
In addition to how Fillr offers its service, Chad says that the way that Fillr leverages their technology also sets it fundamentally apart from other autofills:
“When processing information, most autofills only use the processing power of the device, which means that an autofill really doesn’t have the power to work out what a form wants and even if it could...it would need to run so many algorithms that it would slow down your phone.
We’ve taken a different approach at Fillr though and we use the processing power of the cloud. What happens is that form data is sent to our servers across the world, and accurate form filling instructions are sent back, all within milliseconds. The customer’s data never leaves their device and Fillr never sees it.”
Is Fillr ‘proven?’
As with any new technology, potential clients are keen to understand exactly what results Fillr gets in the real world. Chad says that Fillr’s technology has most definitely proven itself in this respect.
“We’ve had great results with our partner trials. One of our largest partners started out using our autofill with only 10% of their user base, however that quickly expanded to 50% and then finally to an incredible 100% as users realised how fast and easy it was to transact with Fillr.
Chad is quick to point out, though, that the adoption rates have been accompanied by something even more impressive - increase in user spends:
“When a user engages our tech on a checkout form, In initial trials, we’ve seen user spends per month increase by nearly 20% when a user engages our tech on a checkout form. For those considered power shoppers, the increase was even more...they increased their monthly spend by nearly 100%!”
You can help make mobile shopping quick and easy...as it should be
With mobile ecommerce increasing year on year, it’s time someone stepped up and took responsibility for the woeful mobile conversion rates. And while there’s most certainly a lot retailers could do, here’s looking at you ecommerce and social media apps...your solution is ready and waiting.
Fillr has developed ‘Autofill as a Service’, the world’s most intelligent and accurate autofill that seamlessly integrates into your app. Contact us today to find out how our technology can help your customers to transact faster and more effectively across millions of merchants sites, boosting your conversions and revenue. Fillr is powering transactions on the world's top ecommerce and meta search apps, software platforms and phone manufacturers.