A couple of years ago on the blog I wrote this post about mobile website use.
Today, the use of smartphones and tablets has rocketed and it’s no longer possible for any business to ignore.
Especially ecommerce businesses.
My ecommerce clients are now seeing mobile and tablet visitors overtaking those using a desktop. Last year they typically saw 30% of visitors using mobile devices – that’s a massive increase and a trend that’s likely to continue. Buyers are also becoming more and more comfortable with making purchases through mobile devices.
If your ecommerce website doesn’t work for mobiles and tablets you are in trouble.
And not only does it need to work – it needs to work well. So even if your ecommerce shopping cart claims to be mobile friendly, now is the time to check that it really is delivering.
Check your website
Is it easy to navigate? And especially, can you place an order?
If you don’t have a smartphone and/or tablet, ask a friend who does. Actually – it’s probably best to get a couple of friends to check it for you anyway. They are much more likely to see issues than you.
But it’s not enough to simply check if it looks OK to you – you need to see how well it is actually working in practice.
Check your analytics
In Google analytics you can find a breakdown of your stats by device within the Audience menu. Here you can see the percentage of visitors using desktop, tablet and mobile.
Now compare your ecommerce conversion rates across the devices (you do have ecommerce conversion tacking implemented, don’t you? If not – talk to your web developer and get it done now.)
It’s common for mobile conversion rates to be considerably lower (less than half) than that for desktop or tablet, although these are improving as people become more accustomed to buying through mobiles. However your tablet conversion rate should be about the same as for desktops.
Signs that you need to take action:
- your tablet conversion rate is more than 10% lower than your desktop conversion rate
- your mobile conversion rate is negligible or less than a third of your desktop rate
- your bounce rate and conversion rate for mobiles have not improved compared to 12 months ago
If your site failed at step one, then it’s time to upgrade your website to one which is mobile friendly. This trend isn’t going to stop any time soon and if you fail to act now, you’re going to see your sales decline steadily.
If your site does work, but performance for mobile devices is not great, you’ll need to dig a little deeper to identify the issues and see if these can be corrected within your current website platform.
Mobile commerce optimisation tips
Here’s some areas to look at to optimise your ecommerce website for mobile devices (and most will lift your overall conversion rate too):
Typing lots of detail on mobiles is a pain – make sure your checkout process is as slick as possible.
Consider using social sign-in (where people use their Facebook, Twitter or Google+ account) to log-in rather than having to enter all their details. Read more about social login here.
Can people actually see what your product looks like on a smartphone screen? If not, it’s time to upgrade your photos.
Quick payment options
Payment methods like Paypal and Google Wallet mean users don’t need to enter all their credit card details to make a purchase. If you don’t already offer at least one of these it’s worth thinking about.
For more on mobile ecommerce optimisation, check out this article.
If you’d like some help with analysing your stats and optimising your ecommerce site, give me a call on 0161 883 1655