If you haven’t already noticed mobile ecommerce has become kind of an important thing for businesses as of late. Sure a number of years ago you could have scoffed at the idea that focusing on enhancing Mobile shopping usage and user experience might not have been the best spent time, energy, or funds. After all, mobile shopping today is still not as popular as desktop shopping overall. Why focus on the peanuts right? But that difference has been steadily growing less and less distinguishable since mobile commerce became a thing.
So much so that this recent Thanksgiving, roughly 40% of all sales were completed on mobile devices while 57% of all Internet traffic arose from them as well. Again these statistics have been rising in favor of mobile usage every year and this Thanksgiving has merely highlighted the obvious trend that is occurring. We are now at that critical point where it is ill advised to any longer ignore your customer’s Mobile usage. Rather a great focus needs to be spent enhancing their experience and capturing their attention.
Simply put, if mobile usage accounts for something like 25%-40% of all traffic and your website is unable to accommodate these mobile users well, you’ve essentially lost those interested customers. They will not enjoy their browsing and shopping experience and will move onto another site that does a better job of it. Clearly you would hate to turn away 25-40 out of every 100 customers that walked into your brick and mortar store, why is it any different online? Furthermore if completion of sales rather than number of visitors is your concern, than seeing at least, if not more, than half of all total online sales occur through mobile this Thanksgiving should set off some really big alarms. If you have a website that is not mobile friendly, and fail to help make the mobile experience of your users better, you are at risk of losing nearly 50% of your potential sales. The opportunity lost here can be staggering… obviously.
Now some businesses may find that they can get away with not having a mobile friendly ecommerce site, however those white whales are just that… rare. Typically these websites don’t have stiff and numerous competitors. This is not to say having a mobile friendly site wouldn’t help them, it’s just without anywhere else to shop… users are kind of left with what’s available. Conversely, if you do have numerous competitors in a stiff and competitive market than you are going to need an edge. Sadly having a mobile friendly site shouldn’t even be considered having an edge on the competition nowadays. It’s like 15 years ago when business owners were still up in the air on whether they needed a website or not, if the benefit was actually worth the cost. Clearly having a website for most businesses is a necessity nowadays, and with the ever growing usage and capability of mobile devices, mobile websites are now a necessity as well. By all rough estimates you will be losing half of your visitors and even more so in potential sales if you fail to satiate these users.
You can scoff, disregard, ignore, and even attack claims that mobile usage is taking over, that mobile ecommerce has become an enormous payer in the e-environment. But as each day passes it’s becoming alarmingly clear that a shift has been underway and has occurred in recent years. Mobile devices themselves have become increasingly capable, enjoyable, and mobile. Many people use their smartphones as their sole means for accessing the Internet, a lot of people don’t even have computers or laptops to begin with!! A strange thought that many of us desk jockeys take for granted. Most people in the U.S nowadays are connected online, but the means of that connection has changed since years past. Beyond that, the ease at which we can access and surf the Internet is greater than ever, and will only become better as time passes. Mobile usage is on the rise, mobile searching is on the rise, mobile app usage is on the rise, and mobile shopping is on the rise. In fact there’s few areas where mobile is not taking over. If business owners fail to recognize the importance of mobile experience any longer, sadly it will begin to sound as though you’re asking a marketer whether having a website is important or not. The undeniable, verifiable, and unequivocal answer is yes… mobile experience matters. Case closed. Discussing the issue any further only keeps people from working toward a solution.
In the end, every website should be mobile friendly. It’s nearly 2016 and we’re questioning whether we should make our ecommerce shops available across multiple media devices in a unified way that pleases every user regardless of their means of visiting. When we put it like that, this question begins to sound a little crazy. Of course we want every users experience to be the same!! As a final note, for those of you working on updating your website or are building a new one… it’s mobile capabilities shouldn’t be questioned but anticipated. Furthermore developers nowadays (depending on the system of course) are quite able to make a site mobile friendly with relatively little fuss.
Responsive design has been around for a number of years and that, in the least, ought to be considered. But responsive design often doesn’t meet all the necessary requirements needed, but is still much, much better than nothing. If you truly want your users mobile experience to be good for users, than creating a mobile site specifically is likely going to be your best bet. Again… mobile specific websites aren’t a requirement, but they are often the best available solution. If that cannot be accomplished, in the very least your site must be responsive. Don’t forget where your users come from nor how they interact with your website. If you appreciate these facts, you can rest assured your users will likely not forget you.