Five years ago you didn’t have to worry about optimizing for mobile, while some companies did, only a fraction of their users were shopping on mobile phones. Fast forward to 2015 and there’s a good chance that over 50% of your visitors are viewing your site on a mobile device which means that mobile is no longer the exception, it’s the rule. Mobile sales are expected to grow to over $163B this year and that means the only thing small about mobile is the devices themselves.
“Mobile is now the primary access point to online retail for most consumers,” says Andrew Lipsman, vice president of marketing and insights at comScore. “As a result, retailers really need to rethink how they deliver their online shopping experience.” (Source – comScore Inc.)
Luckily, unlike five years ago, there are a number of ways to improve the mobile eCommerce experience without going back to the drawing board. At Fashion Metric mobile is in our DNA, we’ve also learned from some of the best minds in eCommerce how to make the mobile shopping experience really shine. Below are five ways to improve the mobile eCommerce experience right now without hiring a fancy (and expensive) consulting firm:
1. Responsive, responsive, responsive – this goes without saying but it is critical that your Commerce site is responsive. While you may think this means re-coding your entire site platforms like Magento, Demandware, Shopify, and many other have responsive themes that you can apply to your store and instantly look better on a mobile device.
2. Optimize your shopping cart for mobile – what works on a nice big monitor isn’t going to fly on a smartphone. Make sure that the shopping cart software you are using is optimized for mobile. Just like making your site responsive, this often won’t require writing a line of code, instead it often just means changing or updating your shopping cart plugin or software provider. If you have a shopping cart that is mobile friendly try to limit the number of questions you ask when someone is on a mobile device, every question you can shave off will make a big difference.
3. Speed matters and a CDN can help - on a mobile device slow loading pages are a deal-breaker. You can make your site faster simply by upgrading your server or using something called a “CDN” which can make your site load dramatically faster without touching a line of code. Reducing the size of images can also help, you can still have vibrant, crisp images but with good compression you can reduce the file size by 50% or more.
4. Make it easy for people who swipe and people who search – you can divide your mobile visitors into two camps, swipers and searchers. Make sure it’s easy to find the search box on your site but at the same time if someone wants to swipe to easily browse and move from page to page make that easy too. Don’t just optimize for one category of visitor or you’ll make life hard for the other.
5. Personalize the content for the user - there are a lot of companies out there that make incredibly cool solutions for personalizing your site based on the specific customer. On mobile a 10,000 SKU product catalog can be incredibly daunting for the consumer, knock this down to only specific items that you know your customer will like and you have a much better chance of turning a browser into a buyer.