A recent report from IRMG and Capgemini affirms that mobile sales have accounted for 40% of all retail sales in November, December and January in the UK. A three percent growth from the previous quarter, this gain comes as no surprise to analysts, who have continued to note how consumers are steadily moving towards make their purchases via their mobile devices.
As retailers adapt in an effort to reach consumers effectively on any screen, some are missing the mark. Below, we have outlined three ways to optimize your mobile site and improve your Smartphone shopping platform.
Search should not only be accessible via mobile devices, but optimized for them as well.
Your mobile site must be responsive and adaptive for your customers. Responsive Web Design means that a site is implemented in such a way that it adjusts automatically to provide an optimized web experience to the viewer on any device and any screen size. By using responsive technology framework, you can enhance the user’s mobile shopping experience and turn more browsers, into buyers.
1. Retrofit your website with mobile-responsive search functionality.
Many companies offer search on their mobile sites. However, the problem is that companies often do not offer the same level of search that is privy to their desktop website. This is a missed opportunity for retailers. In retrofitting your mobile site with a mobile responsive search functionality, can help convert more sales and increase average order value. A mobile search version is often a simpler version of your site’s search that is condensed down to fully fit within your search function. Features sure as dynamic filtering and autocomplete have come to be expected by customers as part of your design. It is important to retrofit your device to optimize your search.
2. Optimize your mobile pages with mobile-friendly images and videos.
Less is more. Remember that a large portion of users who access your website via a Smartphone device can sometimes rely on slower or unreliable cellular connections. Keeping this in mind, your mobile pages should be retrofitted accordingly with images and videos. Keep images and videos as small as possible and be mindful of the sometimes lengthy loading time. Slow user experience leads to a high bounce rate. Strip down the heavy media files that may exist on your desktop pages to avoid lagging in loading mobile pages.
3. Keep the design simple.
Clean design and copy can go a long way. It is not necessary to transmit all of your copy from your traditional desktop site to your mobile site. Again, too many bells and whistles can hamper the site’s ability to load quickly. Remember the screen on a Smartphone is a lot smaller than that of a desktop. Use simple design concepts. Make use of conventional mobile icons which can save you space and showcase that your site is designed for mobile.
No business can afford to ignore the fact that more than a billion people primarily access the Web from mobile devices. The key is to make your site as mobile responsive and accessible as possible so that consumers can easily access the information, products and services they are looking for.
Consumers now expect the same shopping experience as they currently have with their desktop and should be able to browse and buy in the same manner that they do on more traditional devices. As predictions from Capgemini state that Smartphone’s will eventually overtake tablets as the dominant shopping device, now more than ever should you optimize your mobile site, to turn more browsers, into buyers.
For more helpful tips, please visit our eCommerce lab video: Mobile Search eCommerce Lab Video