How to Optimize Your E-Commerce Website for Mobile Users

IIFRA - Indian Institute of Formative Research & Analysis

How to Optimize Your E-Commerce Website for Mobile Users

Mobile usage is fast overtaking the traditional method of accessing the internet via desktop. This means that your online store needs to, in no uncertain terms, be optimized for mobile. After all, customers may want to browse your store from the comfort of their bed before they go to sleep, or they may want to make an important purchase on the go without having to whip out their laptop.

Here are some tips for optimizing your online store for mobile to ensure that you are able to make the most of every possible sales opportunity:

Note:

In 2014, a comScore report proved that mobile searches had overtaken traffic from desktops and laptops. In 2015, Google officially declared that mobile searches had surpassed desktop searches.

Determine the Right Content for Mobile Screens

Determine what content you will include. A mobile site needs to be very simple and concise, displaying only the most important information. Figure out what pieces of information your customers will be looking for when they land on the website and edit your site copy to include it.

Avoid Heavy Technologies on Mobile Websites

Avoid Flash, Java, or other load-heavy programs. Remember that a mobile site will take longer to load than one on a desktop, and you do not want to lose customers if they become impatient while waiting for your site to load.

Improve Button Size and Text Readability

Enlarge the buttons and text. Some people have larger fingers than others and will struggle to click a button that is too small. Make clickable buttons larger so that any text or buttons around them are not pressed accidentally.

Similarly, the text on your mobile site should be larger than when it is displayed on a regular website, as some people may be viewing the site on smaller-screen mobile phones.

Case Study

An online fashion retailer increased button sizes and simplified navigation on its mobile site. As a result, checkout completion rates improved significantly, and customer complaints related to usability declined.

Reduce the Amount of Text Input Required

Reduce the amount of text input necessary. In the same vein as the previous point, users with larger fingers may find it cumbersome to type into text fields. Wherever possible, include dropdown menus or pre-filled fields that are easily clickable.

Note:

Reducing friction during mobile interactions directly improves conversion rates and user satisfaction.

Use a Mobile-Optimized Payment Gateway

Ensure that your payment system is not only secure but also optimized for mobile checkouts. Speak with your payment processing provider to ensure that their software works effectively on mobile devices.

Many quality payment gateway systems offer mobile payment functionality. Test, test, and test again to ensure that your site’s shopping cart and checkout process function optimally on mobile phones.

Case Study

A small e-commerce business upgraded to a mobile-friendly payment gateway. The smoother checkout experience led to fewer abandoned carts and an increase in completed purchases from mobile users.

Redirect Users Automatically to the Mobile Site

Redirect users to the mobile site. When developing and optimizing your website for mobile, ensure that your developer codes the site to detect the device being used. This allows the website to automatically adjust and resize when viewed on a mobile device.

Conclusion

Optimizing your e-commerce website for mobile is one of the most crucial steps you can take to improve online sales. By simplifying content, enhancing usability, and ensuring smooth mobile transactions, businesses can fully leverage the growing volume of mobile users and make their online stores accessible at the click of a button.