Your mobile experience is the fitting room nobody maintains.
A fitting room that is badly lit, difficult to navigate, where the sizes are not labelled clearly and the mirror is positioned at an angle that makes everything look wrong, is not a fitting room that is closing sales. It is a fitting room that is sending customers back to the shop floor and then out of the door.
Your mobile site is where the majority of your traffic arrives and a significantly smaller proportion of your revenue completes. The gap between those two numbers is called the mobile conversion gap and it has been explained in your business as a research behaviour rather than a design failure for long enough that the explanation has become structural.
Mobile users do not prefer to purchase on desktop. They prefer to purchase on a device that does not make the process feel like filing a tax return. Three-step checkout flows that require pinch-to-zoom, payment forms that do not trigger the numeric keypad, product images that cannot be zoomed without losing the page context, these are not mobile behaviours. They are design decisions that have been made by people reviewing work on a desktop.
The fitting room matters. It is where the purchase decision is completed or abandoned.
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