Ecommerce adoption is growing rapidly and most businesses today are selling online either on their own ecommerce platform or on third party marketplaces. But with technology changing fast businesses can no longer be successful if they stay hooked to only one channel; it is imperative for them to be present on all channels where the customer are. Mobile platform (or m-commerce) is one such channel which businesses cannot afford to ignore. Consider the following
- Mobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s (Nielsen).
- 58% of US consumers already own a smartphone (comScore)
- By 2018 mobile devices will account for 30% of global retail ecommerce spending (CMO.com)
All these stats are triggers for online retailers to take mobile very seriously and improve the online shopping experience for consumers using smartphones and tablets.
Improve Page Load Time
Every 100ms increase in load time decreases sales by 1% (Amazon).
Shopping cart abandonment is already a nightmare for retailers and it can only get worse if your site is not mobile optimized. Another research predicts that 57% of mobile customers will abandon your site if they have to wait 3 seconds for a page to load. Consumers today are driven by speed and experience. You can improve your website’s page load time by
- optimize images for multiple screen sizes; use CSS instead of images wherever possible,
- reduced use of scripts and combine multiple style sheets into one,
- use web application monitoring solution to identify performance bottlenecks and fix them,
- use compression techniques to zip high quality content to reduce HTTP response time,
- enable browser caching,
- reduce the number of plugins and redirections on website, etc.
Allow Social Logins and Guest Checkout
This is an extension of the above behavior. Consumers today do not like keying in a lot of information or a complicated checkout process. Convert more by allowing your users to checkout without logging in or make it easy for them to log in by using their existing social media accounts.
Deliver Same Experience across Channels (Omni-channel Experience)
Customers who have already purchased from you through your ecommerce store expect the same look and feel when they shop on their mobile device; that is the experience that they have come to expect from your brand. It is critical for businesses to build on that experience as it improves brand association and brand loyalty.
For more information on Omni-channel retail read our blog on how retail has changed to omni-channel retailing and our e-book Pave the Way to Success with Omni-channel Retailing.