I’ve always advocated consistency in content when designing across multiple platforms, especially given the advent of responsive design and mobile first etc... However, an e-commerce site that I’m currently working with might present a bit of an exception to the rule.
The site in question has a much higher ‘items-per-order’ rate on desktop than it does on mobile.
We’ve found that mobile visitors have much shorter visit durations, and are also far more likely to just buy a single product; presumably because they’re looking for a specific product after seeing an advertisement.
Both the desktop and mobile sites currently use ‘add to basket’ as the product page call to action. I find that ‘add to basket’ communicates less urgency than ‘buy now’, and therefore encourages ongoing shopping by reinforcing the concept of a basket and it's non-committal nature.
My thinking is to test ‘buy now’ as the button terminology specifically on the mobile site, as we know from previous research that users are more likely to only purchase a specific product in a mobile context. The desktop site would retain ‘add to basket’.
By presenting mobile users with a more urgent call to action, my thinking is that it should encourage a higher conversion rate on product pages.
My question is: Does this logic make sense? Should I be prioritising cross-platform consistency by having the same terminology and calls to action, or changing content between platforms to try and encourage higher conversion rates in a specific context?
If anyone has any experience or research they can share in cross-channel e-commerce that might help, It’d be much appreciated. Cheers! :-)
Edit: I suppose this question could extend to navigation too. If we knew that mobile users had particularly different browsing habits on mobile, is it better to retain consistency to encourage learning / ease-of-use across platforms? Or should we optimise for that specific context regardless of any implications in cross-channel consistency?