The number of users shopping around and completing purchases using smartphones and tablets is bigger than ever. An ecommerce site designed exclusively for desktops, no matter how well done, is no longer a viable strategy in ecommerce. For starters, the user interface for mobile devices (a small screen with touch-based inputs) makes it cumbersome for users to navigate desktop-only sites. This inconvenience alone contributes to increased bounce rates and abandoned carts. In addition, search engines now use “mobile-friendliness” as a factor in deciding how well a website ranks in search results (especially for searches done on a mobile device). In this post, we'll cover the most important changes you can make in order to provide your users with a convenient shopping experience that makes it easy to place an order from anywhere, on any device.
At the basic level, taking an existing desktop site and optimizing it for smartphones and tablets entails using existing sections of content from the desktop site and organizing them in a mobile-friendly layout by leveraging scan-able content (with large-size font for smaller screens), intuitive navigation (think: thumb-friendly), and clear calls to action.
Additionally, the conversion paths on your mobile site should be as short as possible. Generally – the fewer steps it takes to buy something online, the higher the chance of conversion from mobile users. Look for ways to declutter your site's navigation, consolidate product categories, streamline checkout forms, etc.
Finally, use A/B testing to test as many elements of your site as you can to determine which variables perform the most successfully. Part of doing well on the mobile front is collecting data and putting it to use on your mobile site. As mobile consumers engage with your ecommerce site, collect data and adjust your strategy accordingly:
- time spent on a page
- number of returns to that page
- average page views before making a purchase
Shifting your site’s focus to mobile will require time and resources. But, as the number of mobile shoppers inevitably grows, redesigning your site for mobile usability now may set you up for greater success in the future.