In 2017, market commentators estimated that mobile purchasing represented 58.9% of overall eCommerce sales. The expectation is that this will increase to 72.9% by 2021, a huge proportion of overall retailing. The importance of a mobile site for your website cannot be overstated.
The importance of mobile
In 2016, the average US citizen spent five hours each day using their mobile. Indications are that this number has increased since then, as smartphones take an even larger place in our lives; increased functionality makes it easier to communicate, work and shop on the move.
The new generation of consumers is particularly engaged with technology as part of the buying process; almost half of millennial mothers have researched products on the internet before buying. Google has noticed the trend towards mobile use and is incorporating mobile optimisation into its ranking algorithms, meaning sites that aren’t designed for mobile use could fall down the list.
Shorter attention spans
In 2015, Microsoft reported that a goldfish had a longer attention span than your average consumer. With an expanse of choice, consumers no longer need to be patient. Content and product variety is delivered by many companies in fractions of a second. There is no time, then, for long loading times. Optimising your site for mobile, or creating an alternative site, should be a priority for all business who wish to capture the attention and buying power of potential customers.
How does mobile optimisation work?
There are many ways to make websites mobile-friendly. Using CSS instead of image files makes load times quicker, leaving you less likely to lose the attention of potential customers. Flexible layouts enable websites to shift and change to adapt to the device of each user. Although certain models dominate western mobile use, having a site that works well only on one smartphone type cuts out a whole pool of potential customers.
This is particularly the case for businesses with global ambitions, where mobile trends vary. Larger fonts make websites easier to use on the go, enabling customers to access vital information about your products without having to zoom or squint.
Making your site easy to interact with creates a user-friendly, enjoyable experience. For example, using graphic buttons that are large enough to tap easily avoids the requirement to re-navigate repeatedly, which can cause frustration. Prioritising popular and important content on a smaller interface helps, too; having the basket accessible at all times is a particularly popular option.
Best practice for mobile sites
The most popular mobile sites have a clean finish, avoiding overstimulating the eye. Apple’s site, for example, has a clean header bar with access to the basket and main menu. Their simple logo looks neat against a single product image on the first page.
Domino’s is another example of great design. A bold, bright order button takes centre stage, calling customers to action. Appealing images are overlaid with best offers, and another easily visible feature, the tracker, is suggestive, indicating to potential customers that their food could be minutes away, should they choose to order.
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