Mobile shopping as a part of mobile marketing is one of the trend topics in 2015. Despite the high potential it seems that online retailers don’t realize the importance of user-friendly mobile online shops. Withal it’s not so difficult and sophisticated to create a mobile-friendly online shop for customers.
26% of all Online Sales are made on Mobile
According to a survey of Criteo, a technology company for performance marketing, 30 % of the online sales in 2014 were done via tablet or smartphone, anyway 26 % in Germany. However, pioneers in the matter of mobile shopping are the Asian countries, first of all Japan, where half of the online transactions are made on tablet or smartphone.
Shopping Fun instead of Customer Frustration
The sales in the stationary trade are increasingly regressing. Big online shops and retailers like Zalando or Amazon make comfortable shopping via smartphone and tablet tempting for potential customers. The time has already come for a rethink of other small online shops. So they have to understand and implement the necessity of a mobile optimized online shop. Otherwise they stand to lose their customers. The optimization of customer experience for mobile shops presents online retailers with a real challenge. Basic reasons therefore are the enormous variety of devices, the various sizes and aspect ratios of smartphone and tablet screens. Where there’s a will there’s a way. In just a few steps the mobile shop can activate shopping fun instead of customer frustration.
So the Online Shop becomes mobile-friendly
In general a thumb and eye-friendliness is necessary for mobile optimized online shops. If the potential customers can decode the miniature font just with great difficulty, that customers will unlikely get to the transaction. Therefore font sizes and button sizes should be taken under consideration. Beyond that responsive design should be a standard for mobile optimized online shops. Customers finally like shopping in a good quality on all devices. Beyond that decisive for the transaction is the navigation. So the mobile shop should be clearly understandable and ensure an intuitive usability. A structured clear navigation, which keeps the click path as low as possible, is an advantage, too.
Matching and appealing images, which don’t take long loading times and help users to find themselves, belongs to a mobile optimized online shop, too. As far as the texts are concerned only short and luscious teaser texts should be used in order not to deter users or potential customers. Really important: Give sales impulses! A targeted call to action is essential for a mobile shop.
A registration for users should be voluntary. Otherwise, if the registration takes too long, it will be the last time that they visited the shop. Nevertheless if a registration is still necessary users should only provide essential data. Also the data safety is an important issue for users. Quality seals like Trusted Shops create trust with buyers.
There’s still a lot to do for online retailers. Anyway they have to offer their customers mobile solutions, which are optimized for mobile devices of all sorts. If responsive design or a single mobile website will be the future for online shops, remains to be seen.
Especially for shops with complex, image heavy elements, categories and content, the change to responsive design can be an absolute gain. The same is true for responsive design: You can use it but don’t have to. In the matter of responsive design the journey for shop retailers has yet started. However, it seems to be a loom from e-commerce to m-commerce.