The traffic that eCommerce websites have been acquiring through mobile devices has increased exponentially in the last few years. As per a study conducted by Shopify, on analyzing 100,000 eCommerce stores, it was noticed that 50.3% of the total traffic was coming from mobile and only 49.7% of traffic came through computers. Well, the startling facts very well exemplify the significance of mobile in Ecommerce world. Considering the alarming increase in mobile users, it is important to evaluate and incorporate the right strategy for mobile users. Let’s start the discussion with concepts associated to design and development strategy for mobile users.
Responsive Web Design
By now, you all must have come across several blogs and articles stating the importance of a responsive website. A responsive website makes sure that the user experience remains near to perfect, despite the screen size of the device through which the website is accessed. The success of any Ecommerce portal is affected greatly by mobile experience delivered to the audience. The secret for conversions through mobile is a responsive and mobile-friendly website. As per stats available online, if websites are not mobile-friendly, nearly 61% of people would prefer taking their business elsewhere. In contrast, for a mobile-friendly website, 67% of the users would love to make a purchase again. As a designer, there are certain attributes that you need to consider while settling for a mobile-friendly website. These are:
- A dominant search function: The search function should be available at the top of the screen so that the customers could start searching easily for all those products that have been circling through their minds. A hideous search bar would make it difficult for the visitors to locate it and hence they would prefer navigating to some other website.
- Visible contact details: Make sure that the details such as phone number where the users could reach you, are easy to locate. You can utilize an actionable button that lets you make a call through a click.
- Access to easy ways to send email: Users usually find themselves in a fix when they want to contact the responsible person through an email. For the times when finding an email address is a challenge, they might navigate to a competitor site that offers email details easily. To let the users stick to your Ecommerce website, you will have to think of something flexible such as a contact form.
- Make sure that you leave the users with relevant details about your location as well as the specials such as flexible delivery terms and exclusive discounts.
- Many mobile shoppers feel the need to go to the full website at sometime. It will be beneficial if they are offered with the option to move to the full site at any step.
Mobile Design Patterns
Mobile optimized websites have given us an opportunity to offer the users with an evolutionary experience. For all those who have traversed from traditional desktop to mobile-optimized sites, the urge is to come across something that is convenient and efficient. The question is how to deliver them requisite mobile website experience. Well, the answer lies within mobile site functionality. Lets see what are the primary areas that you have to focus upon.
- Relevant landing page
- Quick & controlled navigation
- Suggested search, results and sorting
- Sorted product pages and galleries
- Easy to manage cart
- Check out as a guest option
As someone who frequently shops at mobile stores, a lot of inspiration could be drawn through other mobile Ecommerce stores. You can rely upon some of your favorite mobile stores for coming out with excellent navigation and design patterns. Consider the instance where you find some website that has brilliant design patterns, you can always create something on similar grounds. Your mobile website homepage should focus more upon functionality rather than adding fancy elements. The functionality should help in anticipating the user’s requirement and making the accessibility easy.
When crafting the navigation for website, make sure that the clickable areas fit well with the finger size. To avoid multiple navigation, you should avoid finger-pinch. Keep the “most clicked” buttons obvious and large in size. Suggested search can make it easier for the visitors to come across desirable results. Users usually find it difficult to type long phrases on mobiles, with suggested search, much of their task could be made easier. For the product display, you can consider two main design options. First option is a long page that displays all information regarding the searched product. Second option is a page that tabs that allow the user to click over the information that they want. Thorough testing of each of the option would let you come out with something that the customers prefer.
Mobile Buyer Personas
As per the research conducted by Columbia Business School, there are basically 5 types of mobile buyers. When optimizing your Ecommerce website for mobile, analyzing user personas could help.
- Exploiters: Shoppers who wait for the right deal to make some purchase. Deals such as free shipping or reward points could be used to lure them.
- Savvys: This segment of shoppers compares the prices of a product over different stores but could be persuaded to make a purchase.
- Price Sensitive: Such shoppers are always looking for some deal while looking forward to make a deal. They believe in matching prices and rewards offered by other websites.
- Experience-seekers: They value factors such as experience that the store has as well as the price.
- Traditionalists: Such shoppers prefer to shop in stores rather than shopping online.
The persona of a shopper plays significant role in determining the future of Ecommerce site. One should pay attention to various types of shoppers who are viewing your website through a mobile device. There is the need to offer them with attractive prices and an easy to access website else there are chances that might lose some audience.