Developments in Ecommerce follow each other quickly and as an entrepreneur you have a day job to keep track of everything. But there are relevant trends that you cannot ignore. The ever-increasing popularity of mobile shopping, for example, is one such trend. And you better respond to that if you don't want to miss out on potential customers. Your website should have been responsive for some time. But is that enough? Or is it better to use your own channel to optimally facilitate mobile shopping?
Consumers' preference for mobile shopping has been around for a while. From one research by Shopping Tomorrow it turned out at the end of 2019 that 65 percent of the shopping public uses their smartphone to make online purchases. Half of the respondents indicated that they would use their smartphone or tablet for the majority of all online purchases within five years. The arrival of the G5 network will certainly accelerate this trend. For more and more consumers, the smartphone functions as an extra body part. So why not do your shopping with that?
So much more than an additional channel
Mobile is considerably more than an 'additional channel'. Everyone always has their mobile at their fingertips. Not only on the road, but also at home and at work. To be and stay successful in Ecommerce, you should approach mobile as the main channel. Nowadays, mobile is the norm both for organizing the customer journey and for your marketing campaigns. That requires a good one mobile first-strategy. The key points are: user-friendliness, short loading time, good search functions, personalized user options, secure payment methods.
Given the increasing use of mobile, the customer experience demands maximum attention. When content loads slowly and photos are displayed incompletely, visitors quickly drop out. It's all about speed, accessibility and convenience. Not only for your visitors, but also for Google. It takes into account the performance of your website in the ranking. Long time responsive design the magic word. It came there quickly adaptive design with, which adapts content to the screen size. In summary, the same applies to both techniques: one platform that adapts to the device you use - your desk or laptop, or your smartphone or tablet.
Mobile shopping, the new standard
But that is no longer enough in Ecommerce. Since mobile surfing and mobile shopping are the new norm, the emphasis has shifted from mobile friendly design (responsive) to mobile first design. If you want to offer customers optimal comfort, a separate mobile website is a must. In other words: a mobile site or app that is fully geared to mobile shopping in terms of speed, navigation and layout. For example, 90 percent of all smartphone owners around the world operate their device with one hand, Daily CMS determined based on an appealing hamburger menu case. Important conclusion: make it easy for your customers with 'thumb navigation'.
Also the development of one page websites is motivated by the importance of mobile shopping. Since smartphone users do not like complicated menus and often too small buttons, the 'onepager' is a good alternative. The principle applies here less is more. As the term indicates, one web page leads the visitor to his destination. With an efficient menu at the top or bottom of the page, you can navigate with your thumb to different locations on that one page. Customers experience this as very user-friendly. Also pages in which you can swipe are very popular. The following applies to online shopping: the easier the better. So: the higher the conversion.
Tailor your strategy and channels to mobile shopping
Of course you can also choose to develop your own app for your brand or webshop. There is nothing wrong with that, although you should keep in mind that consumers are somewhat 'download-tired' with the overwhelming offer. Nowadays you have to come from a good house to convince customers that they cannot miss your app. Whichever form or solution you choose, it pays to take a critical look at your sales channels. Are your strategy and techniques optimally geared to mobile shopping? State the mobile user experience central? Are your search and navigation functions and payment options geared to convenience, speed and conversion? You can only go there better work fast if you don't want to miss out on sales!