Mobile is not about Responsive Design
According to Internet Retailer, almost 30 percent of all U.S. e-commerce sales were processed on mobile devices during 2016. And this trend is continuing. People don’t want to sit at a desk when they shop online — they want to do so on the go, or while sitting on their couch with a cup of coffee.
If you want to increase sales across your e-commerce business, you have to optimize your mobile website for the age of the smartphone. I would like to give you five tips how to up your e-commerce conversion rates for mobile customers.
1. Integrate Conversational Commerce Tools
Conversational commerce has been around for many years. We all ask retail employees for advice and recommendations from time to time. The only difference now is that we converse about purchases online — in the digital world.
Imagine a customer lands on your clothing e-commerce site in search of a brown leather coat. Rather than sift through the dozens you’re selling, the customer can click open a chat box and type a question. The chatbot will not only provide recommendations and advice on where to look, it will also strike up a “human” conversation.
Millennials and Gen Z expect this level of interaction during their shopping experiences. After all, they were raised on digital services such as Uber and Postmates. Conversational commerce tools engage these generations and improve conversion rates.
For more information on why you need to start using conversational commerce for your mobile customers, be sure to check out “Why everyone doing mobile commerce needs to start using conversational interfaces”
2. Optimize for Site Speed
Internet users are more impatient than ever. If they can’t get where they need to be on your mobile website within three seconds, statistics show most of them will give up on your company for good. If your load time sits somewhere between 1 to 3 seconds, prepare for 32% in bounce increase. Your mobile websites loads up to 5 seconds? Then get ready for a whopping 90% increse in bounce rate!
Use Google’s Test Your Mobile page tool to evaluate your mobile site, and implement the recommendations you’re given. Alternatively, enlist the services of a digital transformation consultant to give your site a complete evaluation. You should aim for the sweet spot between 2 to 4 seconds.
3. Create a “Mobile First” Site
Unless you’re selling business supplies or B2B services, the chances are most of your website visitors are browsing on a tablet or smartphone. 70% of all online traffic is after all generated by mobile visitors. The logical approach is therefore to design your website for mobile, rather than add mobile responsiveness as an afterthought.
By designing your e-commerce site specifically for the new generation of mobile devices, you can ensure it looks fantastic and delivers a fantastic user experience on screens of all sizes. Use responsive techniques only as a temporary way to quickly port your current design to mobile audience.
4. Integrate Trust Elements
As the Internet has grown, so has the number of online scammers and fraudsters. The average consumer is well aware of the dangers posed by fake e-commerce websites, so they look for signs that the site can be trusted. Trust elements are noticeable and obvious on larger desktop and laptop screens, but they need to be more pronounced and prominent on smartphones and tablets.
Make sure your security certifications are given a prominent position. The likes of HTTPs, a Norton security badge and a Google Trusted Stores logo can assuage the fears of reticent consumers — and develop the trust you need to turn browsers into buyers.
5. Make Cross-Device Shopping a Seamless Process
Increasingly, consumers are browsing and shopping across several different devices. For example, a person might start the process on their mobile device, then switch to a laptop for a clearer look at the product.
Imagine someone sends a link to a pair of sneakers via text. The recipient opens the page on a mobile device, but might want to take a closer look on a desktop computer. After some deliberation, the consumer decides to purchase the shoes on a tablet computer later that day. Making this process seamless increases conversion rates and improves customer satisfaction.
“Mobile phone sales (excluding tablets) topped $60 billion in 2016, but that’s nothing compared to the $1.05 trillion in offline sales that mobile phones influenced.” Julie Ask, Vice President Forrester
It’s a fact supported by some strong numbers — if people have a negative experience on mobile within customer journey, they will be 62% less likely to purchase from you in the future!
If you’re not sure that your e-commerce website is delivering on mobile, it’s time for a full evaluation. Start with Googles’ Speed Scorecard and check how your mobile presence today affects your bussines. If you need outside help, prepare a digital transformation roadmap created together with partner experienced in mobile project who will help you get your mobile site ready for the ever-changing world of online shopping.
