There’s no denying it. Mobile e-commerce sales are steadily climbing. In 2016, global mobile retail e-commerce sales rested at a respectable 52.4%, climbing to 72.9% by 2021. In a nutshell, mobile e-commerce is faster, more intuitive and more user-friendly, making it a trend that’s here to stay. Launching a successful e-commerce site in an oversaturated market is quite the achievement. But without optimizing your e-commerce website for mobile use, you are actively dismissing such a large portion of the e-commerce market, failure or stagnant growth is imminent. Luckily, there are several mobile optimization strategies proven to take your business to the next level of success.
Is your Website Mobile-Friendly?
Mobile-friendly websites are the norm in 2021, making it all the more glaring when a website is not mobile-friendly – but let’s delve deeper. Yes, non-mobile optimized websites look funky on a mobile screen, and are difficult to operate, but why?
Links that are too close together make using fingertips to choose a specific link difficult. Many websites neglect to set their mobile viewport, or the area of the screen visible to customers, making some information invisible on mobile phones. You will often see non-optimized sites with content that is wider than the screen, forcing shoppers to scroll back and forth to read, or to find an easier-to-read site. Finally, miniscule text and incompatible plug-ins make the mobile shopping experience difficult, if not impossible.
Ask yourself, is your website attractive? Easy to use? Do all the links work correctly and how long does it take to load your content? If your website is experiencing any one of the common issues above, or if you answer “no” to any of these questions, it’s time to optimize your e-commerce website for the mobile experience.
Fast Load Times
Websites should load in under 3 seconds, and even that is sometimes too long. Mobile sites should load as fast, or ideally faster, than PC sites. Every second it takes for your page to load properly is a lost customer. Improve load time by optimizing and compressing images, reducing the amount of content on your mobile site, using caching plugins, and implementing AMP protocols to ensure your site is uniformly fast and eye-catching on all devices and platforms.
Carefully planning your website to convey your brand message is critical to attracting mobile traffic. The screen is smaller, meaning your design must be simpler, to avoid overshadowing all the information on the screen. Your product should be the star of the show. Consider simplifying the design of your mobile site for easier reading, scrolling and loading.
Customers don’t like feeling trapped. Make sure your home, main menu, page, post and link buttons work perfectly, and are easy to find. As mobile screens are smaller, consider restructuring to include the most important navigational tools and buttons, and put other buttons, like your company mission statement, in less prominent areas of the site. The easier your site is to navigate using a finger-tip, the longer customers will stay on your page.
Simplify Shipping Options
Don’t overwhelm your customers with too many difficult-to-read and understand shipping options. Consider offering a single, reliable and recognizable option like USPS Priority Mail, and clearly display the cost (if any) and the time to deliver on the mobile screen. Customers will abandon a product or shopping cart if they can’t see the shipping information clearly at check-out.
Intuitive Checkout Process
Imagine a motivated customer filling their shopping cart, going to check-out, and being unable to find the “Payment” or “Submit” buttons. Make sure your payment page uses clearly written and bold buttons, and information input fields are large enough to navigate with a fingertip. Try to keep all payment information on a single page, as endless scrolling or multi-page payment submissions are chances for customers to stop and consider why they are purchasing a product from a website that can’t seem to get it together.
Mobile optimization of e-commerce sites is simply here to stay. Some believe with laptop and PCs trending toward smaller and easier to use tablets, the days of focusing all efforts on traditional webpages is over, while mobile is poised to reign supreme in the e-commerce market space. As a society of online shoppers, there is simply no excuse for enjoying the convenience of a mobile-optimized site for your personal shopping, but neglecting to provide this same luxury to your own e-commerce customers. Following these tips will get you started on the road toward total-optimization of your work processes, your e-commerce site, and ultimately, your business.