Ah, the smartphone. Do we even use it for calling people anymore? Consumers today are relying heavily on their phones for everything from informational searches to shopping – and if your site isn’t prepared to handle those customers, you will be missing out.
Take a look at these statistics from Branding Brand –
- In January 2015 alone, mobile devices generated 53% of 157 million online visits;
- From January 2014 to January 2015, the share of desktop and laptop visits dropped from 55% to 47%;
- Revenue-wise, from January 2014 to January 2015, the share of smartphone revenue increased from 8% to 12%.
Other statistics also show how profitable mobile can be. Close to 80% of all mobile searches for local businesses result in a purchase, and a majority of customers prefer accessing a mobile site rather than using a mobile application.
You can test how mobile-friendly your website is here.
How can optimize your mobile site? Here are a few tips.
Keep It Simple
Simplicity is the name of the game when it comes to a good mobile shopping experience. Consumers are working with much smaller screens, so it needs to be clutter-free, easy to navigate and clear.
- Prioritize content. Keep only what users need the most – too much information on a page, and too much text on a page, can be a put-off.
- Whatever text you have on the page should be short, to-the-point and catchy. Think bullet points, titles, slogans and short testimonials- not essay-type Amazon book reviews.
- The basic features and buttons, such as menu, forward & back buttons, home screen, help, need to be consistent across pages.
- Keep form fields to a minimum – not more than 5 or 6. And make sure to include easy drop down options. Fewer form fields keep the page neat and streamlined and help conversions.
- Always include an easily accessible search bar, especially if you sell a large number of SKUs. Example: Amazon’s mobile site keeps the search bar right where it needs to be on all pages.
Easy Scroll Is A Must
There is nothing more frustrating for a customer than having to pinch, zoom in and zoom out to see the information on a site. Scrolling menu bars are a must for easy navigation, and boxes which can be checked with the tap of a finger makes filling form data easier. You also need to ensure that the call to action buttons and selection buttons are of a decent size and spaced well apart. Fingers don’t offer the same precision as a mouse arrow, so make sure your customers can check out with ease and not navigate backwards!
Understand What Your Customers Want
You need to know why your customers are visiting your site. In what context are they using you? r mobile site? Is it to buy products, search for products, or purely for research? Make a note of their preferences, usage, and how they are interacting with the brand via mobile. When you focus on these aspects, you can uncover and understand what problems they may be facing and provide them with a better overall experience.
Even on a desktop site, complicated checkout options turn customers away. Mobile shopping requires an even simpler checkout process! A one-step checkout process is ideal, which means capturing important data as it is entered. Store customer data such as credit card information and multiple delivery addresses. Offer digital payment options like PayPal and e-wallets, since these applications help reduce the amount of data the consumer has to enter, thereby speeding up the process and increasing payment safety.
Do you have a mobile site? Or are you considering going mobile to offer your customers a better experience? What are your concerns?