Unless you’ve spent the last 15 years at a scientific exploration outpost on Antarctica, you know how ubiquitous smartphones have become to daily life. In fact, in May of 2014, Google announced mobile search had surpassed desktop search for the first time and it has outpaced desktop ever since.
Mobile computing is now dominating ecommerce as well. In 2017, mobile’s share of the $2.3 trillion in online revenues stood at 58.9 percent. This means making mobile convert is more important than ever for digital merchants.
Design with Mobile in Mind
Fielding a mobile-friendly website is now more important than ever. For ecommerce, your users will either be interested in browsing or going directly to a product they intend to purchase. This means your home screen should be capable of accommodating both intentions. Best practices dictate the placement of a search bar across the top of the screen. This makes it easy for the user to type in the product information so they can be led directly to the object of their desire. The rest of the screen can then be used to accommodate browsing.
Less Is More
With the smaller screen comes the need to convey as much information as possible in less space. However, page-loading speed takes on a new urgency as well.
Mobile users are usually on the go and looking at their phones to pass time while they wait for something else to happen. Because of this, they need screens to render quickly before they have to turn their attention to the other thing they’re doing. By the way, Google now considers page-loading speed as one of the factors driving mobile search engine rankings. Faster sites rank more highly.
Pictures can convey a lot of information and intrigue shoppers as well, but they must be optimized for fast loading. Copy must be succinct and to the point. Do not rely upon readers to scroll continually to see if what you have is what they need—they usually won’t do it.
Leverage the Telephone
So many web designers get caught up in the web capabilities of mobile devices they overlook the telephony technology. A click-to-call button, set up to dial your phone number with one touch can deliver a customer right to your phone and give you an opportunity to close them verbally. This has the potential to save sales when customers don’t see the answer they seek on the screen.
Keep Forms Brief
Just as you would in desktop ecommerce, avoid asking for more information than you absolutely need at checkout. Again, the mobile shopper’s patience is in far shorter supply—and they are more likely to be making an impulse buy. If you place too many roadblocks between them and the purchase, you’ll lose the sale.
Leverage Personalization Opportunities
When a shopper is using a mobile device, you have the ability to know exactly where they are in the physical world. If they’re near one of your brick and mortar locations, entice them to come in with a special offer they can only retrieve in-store.
Apps Are Your Friends
Developing a mobile application to give shoppers direct access to your site is another good move. First of all, anybody installing the app is more likely to come to you before considering other sources. Second, you can get all sorts of useful information from users when they load your app onto their devices, This gives you the ability to provide the ultimate personal shopping experience, as well as keep them abreast of new products they might appreciate, in addition to upcoming sales and other information.
These six tips are key to making mobile convert. If you have yet to move seriously in this direction, the train has already left the station. You’re now playing catch up. If you let it get too much farther down the track, you may be left behind for good.