How to make your e-commerce website mobile friendly and drive conversions

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These statistics prove why you need to optimize your e-commerce website for mobile:

(Source)

Additionally, Google confirmed that more searches take place on mobile devices than a desktop.

For today’s buyer, it is essential to create a great mobile experience since a majority of your customers and prospects browse your e-commerce website through a mobile device.

Either optimize your current running website for mobile or create a dedicated mobile site.

Below are 6 techniques e-commerce brands use to optimize their websites for mobile to improve conversions.

 

1. Fast Loading Speed

According to Kissmetrics: If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year. This means a delay in page response of a single second can result in a 7% reduction in conversions.

Additionally, 40% of people abandon a website that takes more than 3 seconds to load.

Make every second count.

Start with a speed test. PageSpeed Insights analyses the page speed and gives suggestions to make your website faster on mobile.

Here are some tips to consider to speed up your e-commerce website:

  • Heavy images and graphics can make your site slow. Compress and reduce images
  • Improve the server response time
  • Eliminate or minimize 301 redirects
  • Optimize CSS and JS files
  • Load above the fold content first

 

2. Personalize the Shopping Experience

Offering a quality product or service isn’t enough to drive conversion. When it comes to retaining customers and making sales, you can’t treat everyone the same anymore. As a retailer, give them a personalized shopping experience on mobile.

Ask for permission to access your users’ personal information and their geographic location. This helps you understand their buying behavior to offer personalized incentives and experiences that the users are looking for.

A report PwC stated:

“With customers changing quickly and expecting retailers to know their needs and habits and provide them with personalized offers and experiences, the question for retailers isn’t whether they need to change — it’s ‘Where to start?’”

 

3. A Clear and Specific Call-to-Action (CTA)

The question, after creating a mobile responsive website is: Does your website convert visitors and prospects into customers?

How often have we come across mobile responsive websites cluttered with images and text? Finding the CTA on the e-commerce website becomes a struggle!

To avoid such a frustrating experience for the visitor, put yourself in their shoes. Make the content easily readable on the mobile.

Some best practices you should include while designing a CTA are:

  • Use a bold CTA
  • Use enough whitespace to make the CTA stand out and noticeable
  • Use clear and actionable language that tells the user exactly what to do
  • Get creative with the CTA’s color, design, and placement
  • Try to place one CTA above the fold to avoid any confusion

A single CTA clearly indicates what the user should do.

 

4. Create an Omnichannel Experience

Today’s customers are self-directed when it comes to making buying decisions. 40% of buyers prefer buying from an online store with a personalized shopping experience across multiple channels.

Your mobile website/app should be in sync with your social media, email, and in-store. Engage with your customers across all channels. Use the information gathered to create a personalized and real-time omnichannel experience for your customers across channels, locations, and devices.

A classic example is the Starbucks reward app. The free rewards card lets the user redeem the points while making a purchase at Starbucks. The best part being the card can be reloaded via phone, app, website, or in-store. A real-time working app and a website make the users’ life easier.

Image Source

 

5. Simplify Your Website’s Navigation on Mobile

Let’s say, a customer visits your shopping store. What do you do? You help her to navigate your store and guide her to the section she’s looking for. Right? Making her shopping easy.

How would you provide the same level of experience to your mobile users?

The answer is a simple and clear website navigation.

We’re living in 2018, a mobile-first world. Offer a simple navigation experience on tiny screens. Amazon does a great job with its mobile responsive navigation:

What makes the Amazon app awesome?

  • The navigation is short and sweet. The most important pages are listed first
  • There is a search box to customize the navigation for users
  • The fonts are easy to read and zooming is  not required
  • There are no popups
  • Allows users to click the right thing without any hassle

 

6. Localize the e-commerce website

Localization is defined as the process of adapting a product or a service according to a specific market, country or geography. Translation is only a part of the process, the other elements include pictures, colors, prices, dates, currency and many others. The aim of localization is to connect with the users on a deeper level, to improve the likelihood of a purchase.

72.4% of global consumers prefer to use their native language while shopping online. The same study indicated 55% of global consumers only purchase products from websites which provide information in their own language.

When launching your e-commerce store in another country, consider translating the product description, content, graphics, and layout into the language of the new audience taking into consideration the cultural sensitivity.

 

Let’s take the example of Amazon.

Amazon UK

Amazon USA

Amazon India

Amazon has localized the layout, products, currency and the kind of ads in each country.

To succeed in the global market, it is imperative for your e-commerce store to adapt according to the local needs. If the visitor doesn’t see what they want when they land on your website, they’ll instantly leave and find another e-commerce website better suited to their needs. The advantage being, when you enter an international market, the possibilities of whom you can target are immense. Market research and an e-commerce localization partner will make the task easier. 

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