Mobile sites and apps get more traffic than desktop destinations, but most brands still fail to realize the potential of the small screen. That’s the main takeaway from L2’s Mobile report, which examines the competence of 100 brands across sectors and reveals a glaring gap between their mobile and desktop capabilities.

Here are the most common missteps by brands in the study:

Forgetting features. While 94% of tracked brands adapt their site content for mobile, just 12% deploy unique mobile UX features such as 360-degree product views, anchored navigation, and app linking. This suggests that brands don’t put as much effort into mobile initiatives as desktop and traditional media investments, a critical mistake as mobile gains in importance.


Dragging out checkout: The average mobile checkout process is three pages long and requires users to fill out 12 form fields per page. Only 14% of brands that sell directly to consumers offer a single-page mobile checkout process, raising the risk that users will click away before finishing the process — particularly if pages take too long to load.

Failing to innovate on apps: Just over half of brands in L2’s study have mobile apps, but few of them boast innovative features. Barely 44% incorporate a credit card scanner, just 31% offer touch ID login, and a mere 16% include mobile wallet integration. The study also makes clear that brands must support their apps with regular updates, app store marketing, search advertising, and promotion on the brand site if they hope to succeed in the crowded market.

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