The World is Mobile
eCommerce is more than just a trend, it’s the future. Today consumers spend more than five (5) hours a day on their smartphones and with the number of worldwide mobile phone users approaching 5 billion, it’s no surprise that Mobile Commerce is capturing a large portion of the eCommerce market.
If you own or run an online store, it’s imperative that you consider your mobile commerce strategy. In this post, we’ll discuss why you should be taking Mobile Commerce seriously, the advantages of optimizing for mobile commerce, and three (3) key things you can do to optimize for mobile commerce right away.
We also provide links to other free content (such as this) that can help you optimize your eCommerce store for your customers mobile experience.
What is Mobile Commerce?
First, let’s start with the basics. What is Mobile Commerce?
Mobile Commerce is the use of mobile devices (such as smartphones or tablets) to purchase products online. Other terms for Mobile Commerce include mCommerce and m-commerce.
Approximately four out of five Americans (80%) shop online, and over 50% of them have made a purchase using a mobile device.
By 2021, nearly 54% of all eCommerce sales will be made on a mobile device. That means that approximately $433 billion in revenue will be generated on mobile devices.
With these trends taking place, it’s imperative for every eCommerce store to optimize their customers’ shopping experience for mobile devices.
Advantages of Optimizing for Mobile Commerce
Mobile commerce is amazing for consumers because it saves them time, it makes it easy for them to multi-task, and it makes it easy for consumers to come back to their shopping later.
Below are a four (4) reasons why optimizing for mobile commerce is good for online stores as well.
Improved Customer Experience
Optimizing your online store for Mobile Commerce gives customers a better shopping experience. Shopping from a mobile device is more convenient; saves time; and makes it easier to compare prices, read reviews and make a purchase decision.
Higher Growth Potential
With the increasing trend towards mobile commerce, it makes good business sense to invest in optimizing for mobile shoppers. Online stores that invest in mobile optimization can expect a higher conversion rate and a higher Return on Investment (ROI).
While security has been a key concern of eCommerce and mobile commerce shoppers in the past, consumers are growing more trusting of online retail. Particularly for shops that offer a well-designed, user-friendly mobile experience.
Mobile commerce allows online stores to gather better data about their customers. When eCommerce is optimized for mobile commerce, stores can track consumers actions and incentives throughout the purchase process. They can then use this information to make strategic decisions that drive even more sales.
Three (3) Keys to an Improved Mobile Experience
Consumers prefer mobile shopping for all sorts of reasons – it saves them time, it’s easy to multi-task, and it’s easy for them to come back to their shopping later.
(1) Improve Your Search Rankings
Since 2016 the majority of Google searches have taken place on a mobile device. Google is really smart, so they want to provide a good experience for their users.
For this reason, Google now prioritizes Mobile-first Indexing and uses the mobile version of your site and its content when evaluating the relevance of a page to a user’s query. Here are three (3) things you can do to ensure your mobile site ranks well on Google.
(1) Ensure your mobile site contains the same content as your desktop site.
(2) Ensure your structured data is present on both versions of your site (mobile and desktop).
(3) Ensure your Metadata is present on both versions of your site (mobile and desktop).
(2) Use Responsive Web Design (RWD)
Another method to ensure your online store is mobile friendly is to use Responsive Web Design.
But, what is Responsive Web Design?
With Responsive Web Design, the same code (e.g., HTML) and images are used for both desktop and mobile versions. CSS rules are set to change the website’s display based on the size and type of display (e.g., desktop, laptop, tablet, or smartphone).
Not only is Responsive Web Design a good approach for eCommerce stores to optimize for mobile, but it is also the Google recommended approach.
(3) Track and Measure Mobile KPIs
KPIs or Key Performance Indicators are metrics used to track and analyze the performance of a businesses’ operations or performance. KPIs can be tied to sales and marketing, customer success and support, and development cycles. Additionally, KPIs can be used to track the performance of your mobile applications and mobile websites.
Usually, companies will set goals related to KPIs they deem important to the overall goals of the organization. These metrics are then tracked and analyzed to ensure that the company is moving towards its goals.
As an eCommerce company who is focused on mobile performance, it is crucial to know how well you are tracking towards your goals.
Examples of mobile KPIs you can track and work to improve include the following:
- Total Mobile Traffic
- Mobile Site Load Time
- Mobile Site Bounce Rate
- Conversion Rate
- Average order value
- Lifetime Order Value
- App Retention Rate
- Cart Abandonment Rate
- Push notifications opt-in
- Cost per Acquisition
For more help improving your search rankings on Google, designing your website to be mobile-friendly, and tracking and measuring mobile KPIs download our free mobile optimization guide here.
Over to You
In this post, we walked through the changing landscape of mobile commerce, the advantages of optimizing for mobile commerce, and three keys to an improved mobile experience.
Now it’s up to you to make it happen. It’s worth putting in the effort to optimize for mobile simply for the continued success of your eCommerce store, but if you want the chance to significantly improve upon what you’ve already accomplished, it is an absolute must.
If you have any questions please let me know. And if you need a little more guidance, please download our free guide, How to Optimize for Mobile Commerce.