Quick guide to converting ecommerce mobile customers, from Appath.
Mobile traffic is going to be the biggest ecommerce battleground in 2015. Over the past 12 months we’ve seen consumers move away from using their smartphones and tablets primarily as research tools, toward buying directly through their mobile devices – and this has changed the game for online retailers.
According to Criteo’s State of Mobile Commerce report, smartphones are now the most popular technology for online shopping; they drive 53% of mobile retail transactions. This means that while the 3 main conversion points for ecommerce – appearance, functionality and payments – remain the same, the requirements have changed due to the technology being used by consumers.
It’s expected that in the near future, mobile devices will account for more than 50% of all retail sales. The challenge for retailers over the coming few years is to develop their ecommerce channels alongside this shift to tablets and smartphones, to capitalize on the growing opportunity.
Building a responsive website should be the bare minimum for ecommerce retailers today. There are new levels of optimization available that can tailor the experience even further for customers, based on the device they are using.