We all know how important it is to optimize websites for mobile. Google officially declared that mobile searches dominated desktop searches back in 2015. It’s 2020 now. We are all aware of the fact that people use their phones to search the web.
But traffic is just a piece of the puzzle in eCommerce. You want it, but it’s the conversions you’re more interested in. That’s where mobile commerce used to fall short. The visitors who viewed the items on mobile used to prefer a bigger screen to look at the details, so they used a multi-screen approach during their buying journey.
But m-commerce has surpassed that point of insecurity. In 2019, mobile purchases comprised over 25% of the total e-commerce. That’s huge. The percentage is only going to get bigger in the years to come.
There’s no point in denying the fact that every e-commerce website needs its online version. We’ll give you essential tips on how to make m-Commerce website mobile-friendly and boost the conversions that way.
Types of M-Commerce
Optimizing a mobile commerce website means making it faster, more user-friendly, and more intuitive. This approach works for all types of m-commerce:
- Mobile shopping – It’s the most common perception of the m-Commerce concept. It works just like e-commerce, with the only difference that the entire purchasing experience is conducted through a mobile device. It works for all types of products and services, both in local and international sales.
- Mobile payments – They are needed for all types of services. You can subscribe to Netflix via mobile. That’s a part of m-Commerce, too.
- Mobile banking is an aspect of m-Commerce, too. Although some transactions are still limited on mobile devices, the banking industry is expanding on mobile by the day. We see all-powerful banks introducing apps that can process transactions in a matter of seconds.
Uber, Amazon, Starbucks, ASOS, Sephora, Shopify… all those services process transactions on mobile, and they improve their conversion rates thanks to that expansion.
Tips: How to Drive Conversions through a Mobile-Friendly Website
- Use keywords based on the customer’s current stage in the buying cycle
If you thought that SEO was all about traffic, you were wrong. Search engine optimization is about conversions, too. You use keywords and link-building strategies to attract more visitors to your website, but you strategize to bring the right visitors to the right page. With the content, you’ll do your best to convert those visitors into paying customers.
The m-commerce buying cycle is similar to the traditional cycle in all e-commerce businesses. The customer goes through these stages:
- Awareness – The target customers become aware of your product or service through social media or other types of advertising. When you bring the customers to your website through ads, consider them as “beginners.” They will use Google to search for your brand, and they will use keywords related to product descriptions, quality, and price. Use those keywords on the landing pages intended for new visitors.
- Consideration – Your potential customers know that you offer a solution for a certain issue they have. They consider it in comparison with other solutions offered on the market. You can create blog articles with keywords related to your advantages. This content should outline your brand’s strongest points in comparison to any competitor.
- Decision – This is the last step of the process. Your website’s visitor comes with the intention to purchase your product. In case they search for your website through Google, they will use the word buy along with the brand’s or the product’s name. Use those keywords on the product pages.
But how can you find effective keywords related to each stage of the funnel? You can use a free SEO checker, which automatically generates reports for your search engine optimization campaign. These reports help you figure out what type of customer visited a page and what keywords led them there.
- Use the HTML localStorage attribute to boost the site’s speed
Slow loading speeds can cost your online project a lot in conversions. They are problematic with desktop sites, but even more so with mobile.
Keep this to mind: people use their mobile phones with the expectation to get a fast purchasing experience. They want to tap a few icons, see the product they want, get it in the cart, and pay for it. If you make the process slow, they won’t think twice before they bounce off.
The internet connection tends to be slower on mobile. That makes the user even more impatient, so it’s important for you to make the mobile site as fast as possible.
You can improve the loading time through the HTML localStorage attribute. This type of object stores data without an expiration date. Once the user visits your website, the data is already saved. When they try to land on the same page again, the site will load super-fast.
This is a great alternative to cookies, which are good but can slow down the site. You can store more data with local storage: up to 10MB as opposed to 4KB with cookies.
- Don’t use any pop-ups and sidebars
I recently visited an e-commerce site that didn’t allow me to browse through the products before I provided an email address. There was no way to get rid of that pop-up, which appeared in the center of the page and blurred the content I was interested in.
Yes; you want your visitors to subscribe so you’ll include email marketing in your efforts to attract them. But you never want to force such a decision on them. You want them to make that decision willingly.
Pop-ups are even more disturbing on mobile. Even if you allow the visitor to close it if they don’t agree, the x is too small to tap on the mobile screen. People with older smartphones have trouble with a non-reactive screen.
Sidebars are problematic, too. The mobile format is narrow as it is. If you include a sidebar, you don’t leave much space for the main content.
Are there any alternatives to pop-ups that would trigger decisions? Sure; you can include buttons and links across the content. If they want to subscribe to the email list, they will tap the button. If they want to visit another page, they will tap the link that’s logically included in the content.
As for the sidebar, it’s best to create a drop-down menu to replace it.
Mobile Commerce Is Essential for Your Brand’s Success
With more and more people buying on mobile, you can’t wait any longer before creating a completely responsive website.
You need a secure, fast, and user-friendly site that will easily attract customers and keep them engaged. There are three essential steps to get you there:
- Use keywords depending on the stage of the user’s buying cycle
- Use HTML localStorage to speed up the site
- Get rid of pop-ups, sidebars, and all other unnecessary elements
This doesn’t mean that you should stop paying attention to your desktop website. People still use computers. It only means that you should expand your focus and make your e-commerce platform more versatile.
All the above-listed steps are easy. It’s something you can start working on right away!