5 Optimization Tricks for Improving the Mobile Shopping Experience

Demand for mobile commerce is growing at an exceptional speed. 72.9% of all retail e-commerce is expected to come from smartphones by the end of 2021.

 As phones become more intelligent, customers are becoming increasingly reliant on their mobile devices for all aspects of day-to-day life. 

This includes purchasing products and services. 

As your customers continue to move away from the desktop and onto the smartphone, it’s not enough to just have a website that works on mobile. 

You need to ensure that your site is optimized for putting mobile functionality first. 

Fail to deliver the kind of meaningful and agile experiences your customers need, and you could miss out on some amazing opportunities for profit. 

Here are some optimization tricks to help you deliver the best mobile shopping experience.

#1. Check Your Site’s Mobile Friendliness

If you want to give your users a great mobile experience, it makes sense to start by examining your existing site. 

The Google Mobile Test tool is a great way to examine the functionality of your site and determine how effective it’s going to be for mobile users. 

The testing tool crawls your site to determine whether there are any problems with poorly configured viewports or suboptimal content sizing. 

Google’s mobile testing tool focuses on the kind of issues that would prevent bots from properly crawling your site for insights into where to rank you for certain words and key phrases. 

While you’re examining your site from Google’s perspective, ask your employees to take a closer look from their smartphones too. 

What issues are stopping them from completing actions like browsing product options or swiping through the checkout?

#2. Optimize the Checkout Experience

The checkout experience is one of the most important considerations for any e-commerce entrepreneur

Customers need to feel that accessing your checkout and buying your products is as simple and intuitive as possible, or they’ll simply ignore your company and go elsewhere. 

Place your CTA at the top of the screen on product pages for customers who want to add products to their basket, and make sure the cart is easy to find. 

Once your customers get into the checkout journey, they should be required to provide only minimal details to finish the purchase. 

Offering a speedy guest checkout option is often a good way to reduce your risk of cart abandonment. 

It’s also helpful to consider options like the social media sign-in for people who want to checkout with their social details. 

The quicker it is for your customers to make a purchase, the less time they have to re-think their purchasing decisions. 

Simple checkout experiences also reduce the amount of tapping and form-filling customers have to do on their phone screen. 

#3. Consider Navigation Carefully

How easy is it for your customers to get around your website? Can they simply swipe from one product picture to the next, or do they need to tap a bunch of buttons just to see an item from a new angle? 

Many of the top website building tools come with access to special navigation features that are ideal for people on smartphones. 

If you’re trying to reach a younger audience, giving clients the option to tap and swipe their way through pages rather than relying on small buttons and drop-down navigations should improve your chances of making a sale.

You can even add something like a search bar to the top of your website where people can immediately look for the things they want without having to navigate at all. 

Remember to double-check that all of your chosen navigational features work well for your website before you sign off and launch your new digital presence. 

Get your employees to double-check the experience from their own smartphones, and ensure that all buttons, links, and other clickable options are easy to access. 

#4. Optimize Videos and Images

To load your website on a smartphone, your customers need to use either their mobile bandwidth or their own Wi-Fi connection. 

Since these connections aren’t always as strong as the ones we have on desktop computers, it’s important to ensure that your website isn’t too weighty. 

A site full of large-size images and videos will take a lot of time to load and may use up your customer’s data allowance. 

Videos and pictures are often helpful on a mobile-friendly website because they allow you to share useful information without relying heavily on too much text. 

However, make sure all of this content is properly optimized for mobile. 

For instance, short videos may be better served as gifs to accelerate the performance of your website.

Also, if you do opt for using e-commerce videos, they should also be sized correctly for mobile, without the auto-play setting turned on, as this can frustrate mobile customers.

#5. Create a Business App

Perhaps the simplest way to make sure you’re delivering the best possible customer experience on mobile is to design a new solution specifically for smart devices.

An app allows you to provide an enhanced experience for your customers, complete with access to custom deals and voucher codes, a simplified shopping process, and more. 

You can build your app to make everything from reordering popular products to checking out the latest trending options as simple as possible.

Apps are also a fantastic way for your customers to interact with your company outside of the purchasing experience. 

They can use your app to look up information or speak to a customer service rep when necessary. 

With an app, you don’t just enhance the customer shopping experience; you provide a powerful way of developing a deeper emotional relationship with your customer. 

You could even send push notifications and alerts to keep your brand top of mind. 

Are You Mobile Optimized?

There’s more to optimizing a website for mobile than making sure everything loads on a smaller screen. 

The best mobile shopping experiences build stronger relationships with loyal customers by making sure your clients can shop wherever and however they choose. 

In short, don’t underestimate the importance of being truly mobile-friendly. 

Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favorite TV shows. Follow him on @bmorepeters.

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