Mobile Optimization: How To Make The Most Of Your E-Commerce Platform
Smartphones have taken over our lives. Take a quick walk around the block and you will likely see every second person (if not more) walking with their head down scanning their cell phones.
There were, as of 2018, some 230 million smartphones in the U.S., among 327.2 million people. And in the first quarter of that year, a study showed that Americans spent 11 hours a day interacting with media, up from nine hours and 32 minutes four years before.
Of those 11 hours, nearly four were spent on computers, tablets or smartphones, with 62% of that time devoted to scanning apps or the web using mobile devices.
Breaking it down even further, Instagram research showed that 84% of smartphone users examine products via a browser or mobile platform, and according to Criteo 36% of the online sales made in the fourth quarter of 2017 came courtesy of mobile devices, up 16% from two years earlier.
That represents a continuing opportunity for those dealing in e-commerce, who made $504.6 billion in sales in 2018, a number that is expected to increase to $560.7 billion in 2019 and $612.9 billion in 2020.
Amazon.com is, of course, the leader in the field, making $141.92 billion in retail sales in 2018, and drawing in some $232.89 billion in total revenue. Everyone else is scrambling to keep up – trying to get more eyeballs on their site.
There are many buyers who peruse apps, appear to be interested in a product but then complete the transaction via laptop or desktop. Increasing the conversion rate for mobile devices is a matter of enhancing the user experience. The key is to clarify and simplify, and increase site speed. Users won’t hang around forever; in fact, studies have shown they will only wait three seconds for a site to load before they click away.
This is why everything must be lean, compelling and efficient.
The very first step in mobile optimization is to check whether Google deems your site to be mobile friendly, and correcting any errors that pop up. This can be done very easily by using Google’s Mobile Test tool.
Once that is complete, you can delve into these five steps that will further optimize the mobile shopping experience.
Prominent Placement Is Important
"Above the fold“ is a phrase that originated with newspapers, referring to the upper half of the front page, which was prominently above the fold in newspapers. The most important elements were displayed in that section of the paper, or today, on the upper section of the home page.
That is the case with e-commerce apps as well. Besides the company logo, the search window should stand out. Of particular importance is the call-to-action (CTA); digital marketer Neil Patel writes that it should be easily distinguishable from its surroundings – big and bold, and in an eye-catching color.
As an example, this technique is illustrated well on CanvasPop’s website. As soon as a potential customer visits the site, a pink call-to-action button draws the eye to the call-to-action that clearly says “Get Started.”
Tailor The Experience For Each Individual Customer
Amazon gives customers access to businesses in their areas. Walmart allows one to search those products that might be available at a local store. Trivago lists hotels closest to your present location, wherever you might be. And Starbucks allows you to accrue points on your loyalty card with every purchase, which can be redeemed for a free drink at a certain point level.
Tailor the online experience to the client – to give each of them reason to keep coming back. Retention is everything.
Site Speed Is A Key Factor
Site loading speed has become a major factor in customer retention. One study showed that 79% of the respondents would be less likely to give return business to a site they found lacking in performance.
Faster load times can be assured through things like image optimization – i.e., reducing file space through Photoshop or third-party applications – or content delivery networks (CDNs) which cache content, enhance speed, performance, and delivery of internet content for users.
Also, it’s important to alleviate as much friction as possible from the buying process – remove steps and form fields that will bog down a customer. Today’s consumers don’t have the patience for inefficient processes.
Simplify The Checkout
Patel also writes that 23% of the time, customers will abandon their purchases if they proceed through additional steps, only to discover that they have to register for an account before checking out. Make it simple for customers – offer guest checkout, so they don’t have to enter in personal information if they choose not to.
Remove distractions from the process to ensure that those near the finish line actually cross it. It’s also important to give customers access to digital wallets (Apple Pay, PayPal One-Touch, Visa Checkout, Amazon Pay). And it’s obviously critical to ensure security as well.
Analyze Your Site Metrics
Google Analytics metrics can provide a lot of valuable insight, including everything from the amount of time customers are spending on your site to which page they exit the site from, just for starters. Pageviews indicate the effectiveness of your content – whether it has drawn visitors in, and how engaging it might be. Another important metric is bounce rate, which measures whether a visitor stayed on a single page and then departed. This can hint at any number of problems, such as poor copy, performance or design.
You can also get to the heart of the matter by surveying your customers through such means as the System Usability Scale, a 10 question survey that provides insight at the ease of use (or lack thereof) of websites, mobile devices, software, and hardware.
The bottom line is that the customer experience needs to be as engaging and efficient as possible if you want to make the sale and gain customer loyalty.
via Forbes - Entrepreneurs https://ift.tt/dTEDZf
March 31, 2019 at 01:51AM