What Is Working On Mobile Today For eCommerce Websites?

Mobile phone traffic to eCommerce websites has increased exponentially in the last few years. According to a Shopify study, when they looked at more than 100,000 eCommerce stores, they saw 50.3% of traffic coming from mobile (40.3% phones/10% tablets) and just 49.7% from computers.

This study exemplifies the importance of mobile. It demands we talk about what is working on mobile today for eCommerce websites.

Let’s talk about design and development strategy as well as some unique marketing strategies for mobile users.

Responsive Web Design

We’ve talked about mobile conversion rates before and how important it is that your eCommerce website be responsive and mobile-friendly. (see my note at bottom of post about mobile testing). A responsive website changes size and adjusts to the users screen size. This is so important to the success of your eCommerce experience.

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Today, companies must optimize for three different user experiences: laptop/desktop, tablet, and mobile. Morgan Stanley analysts predict that more users will reach the Internet on their mobile device than on their computers by 2015 (or sooner). Take Google’s latest changes to its algorithm into account — it’s trying to better understand/produce answers for long-tail search queries (common to mobile users) — and you’ll understand the need for a quality mobile site and landing pages.

If you’re making any of the following mistakes on your mobile site, you’re leaving business on the table.

Your Images Aren’t Scalable

multiple devices
Image via Flickr by mattcornock

The images on your website should change size according to the device they’re being viewed on. If your images aren’t scalable, they won’t fit the screen view and they’ll affect text and flow. You can fix this problem by using responsive design. (more…)

Forget classifying the youth of America as Generation Y; with nine out of ten 18 to 29-year-olds owning a smartphone, America’s young adults are Generation Mobile. In addition, 37 percent of these young adults are accessing the Internet via tablet computers. It’s not just young adults embracing mobile technology either; mobile device ownership has soared across all demographics. If you still aren’t convinced on the importance of mobile marketing, consider these mind-blowing statistics, and ways you can use them to your advantage on your landing pages.

In 2014, Mobile Internet Usage Will Overtake PC Browsing


Image via Flickr by gail

This year, for the first time ever, people will access the Internet using mobile devices more than with traditional personal computers. So if your marketing materials and website don’t work well on smartphones and tablets, you’ll lose the majority of internet users.

Mobile users pay for every megabyte of data they consume, so they’re much more concerned with loading times than traditional web browsers. A single second delay decreases customer satisfaction by 16 percent. That pause can also reduce conversions by seven percent.

Perhaps more troubling, three-quarters of users will abandon your mobile site if it doesn’t load in five seconds. Almost half of those mobile shoppers won’t be back. Optimization services can help you decrease your load time and improve mobile user’s mood.

Mobile users demand sites that work well on their devices. Responsive web design will automatically scale your site so it looks its best on any device. Alternatively you might create a separate mobile site to please smartphone and tablet users. (more…)

When creating a landing page, there are many design aspects you need to consider. One of the most important things you’ll need to think about is the navigation on the site. Are you going to have top, side, or bottom navigation? Is it even necessary to have navigation on a landing page at all?

The Big Decision


Image via Flickr by Colin Kinner

Before you can decide where to put the navigation, you need to first decide if you’re going to have navigation links at all. There are pros and cons to navigation on your landing page. For example, if you don’t have a way for people to get around other parts of your site, you may end up losing customers. However, if you want them to stay on the page they are on, including navigation will lead them away. Making the decision about whether or not to use this on your landing page greatly relies on the type of page you have, and your product or service. (more…)

Did you know that cell phones are used more for data now than they are to actually make phone calls? Well over half of all cell phone users in the United States use their cell phones regularly to surf the Internet. Because of this, you need to make sure that your landing page can handle the smaller size of a cell phone screen. The best way to do this? Have a separate landing page.

Text Needs to be Readable


Image via Flickr by scriptingnews

Have you ever visited a website on your phone, only to realize that you can’t actually read what’s there? It’s irritating. Not only do you have to zoom into what you are trying to read, you then need to move the page all over the place, back and forth, to continue reading the page. It’s almost not worth the effort. As a website owner, you need to make sure that your landing page for mobile devices is easily readable on the smaller screens. (more…)

The mobile web is about to kick down your door. Some say mobile users will outnumber PC users on the web in three years. You should be thrilled. Why? Because when you optimize mobile landing pages, you become a better marketer.

You are about to go from a karate student to a Samurai Warrior of Optimization. Mobile landing pages will demand it. You will follow the same principles of optimization, but you will need a mastery of the art, and this blog post will help you.

5 Landing Page Optimization Strategies for Mobile

First, you must understand why people visit your site from smartphone or tablet. One thing you can be sure of: they have a goal. They are not pointlessly browsing. They do that on PCs at work.

Behaviors vary on the mobile web, even within industries and across devices. So track mobile visitors. See where they go. Review the keywords they use.

Ask yourself:

  • Are they looking for coupons?
  • Downloading PDFs?
  • Checking product information?
  • Filling out a lead form?
  • Buying a product?
  • What do they want?

This will point to pages to optimize for mobile visitors. Other ideas to try: (more…)