With the rapid growth of smartphone and tablet sales, many retailers have begun to create mobile commerce sites in hopes to acquire a larger client base. But what most retailers don’t understand is that it’s not just about creating the mobile commerce site; you must optimize it in a way that’s user-friendly when accessed through search engines or popular shopping apps. Foot Locker is a good example of how this is done correctly and efficiently.
When shoppers are using their mobile device to browse the web, they are most likely clicking a link on one of the popular mobile apps from Facebook, Twitter, or Google or through a web search. They are then redirected to a page designed to be accessed from a laptop computer or desktop, not with the viewing capabilities of the small screen our mobile devices offer us. This inevitably will kill your conversion rate. As a retailer, you must account for all the mobile social users that are clicking links created for a desktop search. It is vital that you understand a lot of your customers are now coming to you on a smartphone through Google, Facebook, and Twitter apps that connect to content with desktop page URLs, not mobile URLs.
So how exactly should we be optimizing our mobile commerce sites?
Brian Klais, founder and president of mobile commerce consulting and technology from Pure Oxygen Labs LLC, says, “To build a mobile commerce site on the m-dot domain structure (for example, m.Retailer.com). When all e-commercesite www-dot web pages are in perfect alignment with all mobile m-dot pages, it becomes easier for a retailer to redirect a consumer from an e-commerce page to an m-commerce page, regardless of where the consumer is clicking from.” By doing so, this will lead to those high conversion rates every retailer hopes for.
Amazon is a great example of how redesigning ones layout to be more tablet friendly will improve your conversion rate. They recently changed their interface to a simpler and less cluttered look, with larger buttons that are easy for tablet users to tap (as opposed to the standard links or smaller buttons). The biggest improvement, as stated by the web design firm Alexander Interactive, is a fly-out window that appears when user taps ‘Shop By Department.’ The bold text in this menu is praised for its clarity on both PC monitors and tablets.
Now we ask, when will you be making the change to have your site more mobile-friendly?