Three Simple Ways to Improve the User Experience on a Mobile Website

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Three Simple Ways to Improve the User Experience on a Mobile Website

By David Bowen - 10/05/2016
It’s no secret that consumers today have a mobile-first mindset. According to the research firm Global Web Index, 80 percent of all internet users own a smartphone. What’s more, as smartphones grow in size and mobile retail sites become more sophisticated, it is easier than ever for consumers to browse and convert from their mobile devices.
 
But in a sea of mobile-friendly websites, it can be difficult for online retailers to stand out. Companies with subpar mobile sites will be unable to leverage the shift towards mobile commerce and will fail to maximize their mobile revenue potential. Today, it’s no longer enough to simply have a functioning mobile site. Brands must offer a top-notch mobile commerce experience or risk losing customers.
 
The most successful mobile sites today attract consumers with quick speed and strong content, they engage shoppers by personalizing the experience and remove friction for the user. Here’s a closer look at how e-commerce retailers can master each of these key mobile features:
 
Users have a need for speed
Mobile website speed is vital for user engagement and conversion. According to Kissmetrics, 47 percent of consumers expect a page to load in two seconds or less, and 40 percent of mobile users will abandon a site that takes more than three seconds to load. What’s more, even a mere one second delay in a page response can reduce conversions by 7 percent.
 
Retailers should look to cloud-based solutions to ensure that content reaches consumers as fast as possible. Cloud-based solutions are automated to scale according to demand to ensure pages are delivered quickly and also offer the ability to tweak sites live over time with ease to ensure that they always meet the needs of consumers, but never at the expense of page load times.
 
Make it personal, make it memorable
According to a PWC survey, 94 percent of major-market business executives believe that delivering personalization is critical or important to reaching customers. The more targeted to a user’s recent context and behavior throughout their journey, the higher the impact on relevance and conversion.
 
For example, mobile sites should always remember a shopper’s basic information so he or she is not required to complete forms on the site more than once. On a mobile device, consumers are prone to make mistakes completing forms and find the process irritating due to small screen sizes. A shopper’s purchase history, recent adds to wish lists, comparisons and cart can be exploited to enhance the relevance of personalized products, promotions and more importantly editorial and marketing content to help build trust with the tentative shopper.
 
No pain, no gain
It’s also important to reduce friction, or anything that impedes the user experience like pop-ups, ads or bad design. Conversion Rate Optimization (CRO) techniques can be used on a continuous basis to improve the user experience by tracking user behaviors to find out what leads to higher engagement and more conversions, and adjust based on those metrics.
 
As consumers become accustomed to using mobile devices to shop and convert online, retailers and brands are flocking to create user-friendly websites to maximize sales. The most successful are improving the mobile browsing experience by ensuring that their mobile sites run as quickly as possible, personalizing content, and offering a seamless overall user experience.

David Bowen is the director of product managment at Episerver.

Editor's note: For more an in-depth look at how to build a game-changing mobile customer experience be sure to attend the Redefining Mobile session Sunday, January 15, 1:15–1:55 pm at NRF 2017. The session will feature leading brands and explore their innovative approach to mobile. The executives will share exclusive insight into their latest successes, failures and lessons learned.