A Multi-Device Approach to Enhance Mobile Commerce Conversions

Whenever a new communication or selling medium comes along, our initial reaction is to apply the old media conventions and see the impact. Online shopping malls dominated our first encounters with ecommerce. While a few are still prominent, they are by no means the model of current ecommerce. Even after almost 20 years of e-commerce digital marketing services, we yet haven’t learned enough about it to get average conversion rates into the high single digits. The reasons are very much likely because of our dependence on applying old strategies and patterns to the new ways of selling.

Earlier, the retail sector was pretty straightforward, starting from opening a store, advertising, shoppers visiting your store, and buying. The concept behind it was creating awareness, instilling interest, desire, and action. Before online browsing and shopping, bricks and mortar retail was a relatively straightforward concept. And that’s the mind-shift that we are only just beginning to grasp.

Changes Brought by Mobile Commerce

The regular retail and current e-commerce have exponentially more tipping points. Some of them can often go on tangents when it comes to comparing online shoppers and their conversion. Each point has its own set of issues that no retailer had to deal with earlier. Until recently, when it has become more about the security of personal data and the ability of shoppers to move from one store to another in mere seconds.

The old retail concept hadn’t been disintegrated and torn up enough by ecommerce when mobile devices came and shifted our thought processes again. Mobile commerce has since then, has almost redefined the playing field, even if the owners haven’t been able to grasp it fully. Hence, the potential to convert more mobile users is quite vast. According to Google reports of the last couple of years, more users and more searches originate from mobile than desktop. Yet, most websites still view more income arising from the desktop.

Undoubtedly, several users window shop on mobile and then select gadgets to purchase on desktop. Most of the smartphone users purchase from a company or brand other than the one they intend to. On the other hand, only a few of them would remain on a site or application that doesn’t meet their requirements.

Most importantly, usually, the users promptly go to a competitor’s site if they don’t find what they are seeking. All of this indicated that businesses have an extraordinary opportunity on mobile to gain a share of the overall industry. It can also result in getting a competitive edge over their rivals by offering a superior user experience.

Ways in Which E-commerce Store Owners Can Gain Better Conversions

It has been more than a decade since smartphones became a necessity for everyone. And every day since that moment, shoppers have become more and more aware, experienced, and adept at using them to find and shop for products and services online. Apps have also raised the bar for customer experience and expectations regarding frictionless transactions, speed, and ease of use. Shoppers expect the same experience from all businesses, irrespective of the services or products that they offer.

Surprisingly, many ecommerce websites are not optimized to deliver a hiccup-less ecommerce experience on phones, and shoppers struggle to interact with these sites. All of the above information raises a question that, if shoppers spend more time on their phones browsing the sites, why do they fail to purchase their phone? Here are some ways and practical techniques that can help in improving the mobile experience of an ecommerce website:

Creating a Mobile-First Experience

This does not mean you need to discard the site and start afresh with a mobile approach to begin again. It merely means prioritizing the experience on mobile, rather than making it a gateway for the desktop site purchases. Mobile-specific sites might have fallen somewhat out of support in recent years because of SEO concerns. And today, responsive websites have taken that place as the new standard. Experts recommend and adaptive mobile website design, which is highly popular as a hybrid approach.

A mobile plan uses a differential part of code and resources from the original site, like a responsive outline. This is due to the changed display, which is independently improved for mobile. You can build a better website by getting an idea about the essential things on mobile because it differs from site to site. You can use survey snap and parchment maps of your present site and see what the engaging components for the users are. Advance things help users make the final decision, and ensure there is a dependable and accessible CTA. If your product display page is long, you can rearrange things wherever conceivable, so users have a clear way ahead whenever ready.

Faster Speed and Navigation

One of the most significant aspects that can help determine if a user buys is how quickly they can find an item they need. Mobile screens can substantially restrict how much a user can see immediately. However, site owners can use heat maps and research analytics to reliably observe the features driving the more significant part of engagement on customers’ destinations. Such an experience can often end up noticeably pivotal for encouraging users to find products and then eventually purchase them. It also helps companies to guide users in a way that they can predict possible sales opportunities.

Users are usually anxious and impatient, and if your site is slow, you might lose users even before they have observed your products. Such things imply that analytics is likely not catching them either. Hence, you can also reference your data from paid and natural organic search to see who is unable to reach your site. If you want to perceive how extensive this opportunity could be, you can also use several tools to keep an eye on site performance. Such tools can help you gain the speed insights about your pages and offer you choices for recording a visual load execution. Additionally, it can also help you in demonstrating how much faster you can make your site load by making suggested enhancements.

Improving User Experience

As store owners and store creators, you can improve user experience, which, in turn, improves mobile conversion rates. It is less about UI hacks and tricks, and more-so about root causes that generate conversions. The biggest hindrance for mobile ecommerce conversions is website performance. It is crucial to ensure the compression of the website assets like CSS/JavaScript/HTML, wherever necessary. You can shrink images down in bulk and immediately create an uptick in mobile conversions. Websites can also take longer to load because of the number of requests a website must make to render the page fully. And it can often go overlooked. Each request requires the session to loop, which draws on the server and the ISP. Hence, this process of the loop takes time, and it can add up quickly.

Such a problem can often get more difficult to fix, as all on-page assets such as images, videos, scripts, and style sheets create these loops. It’s easy for ecommerce websites to get out of control with these types of assets. An average online store typically requires several third-party tools to operate smoothly. Over time this issue can also become exaggerated as things get tacked onto the platform. Focused design and development planning can help in tackling these issues. Regular audits of the website’s performance can help ensure that these things are in line, and the site is as lean as possible.

Closing Thoughts

Mobile e-commerce keeps getting bigger day by day, making it crucial for business owners always to stay ahead of the game. There can never be a right time to claim your mobile revenue. However, by implementing these small adjustments, you can start converting more mobile visitors into customers and increase your sales. You can enhance your mobile commerce sales and rates without the need to drive more traffic. 9series is a leading digital marketing company that can help your business improve conversion rates and expand the aggregate number of sales for the truck. Improving or advancing your e-commerce conversion rate can be a standout amongst the best approaches to enhance your e-commerce sales.