#7 – Make Sure Your Site Works on All Devices
Around half of eCommerce businesses still lack a mobile version of their site.
Investing in a new mobile responsive site probably represents a significant cost. Faced with this it’s tempting to convince yourself that customers can still find what they want when your desktop site gets displayed on a mobile.
Perhaps they are happy to pinch and scroll to find navigation buttons, and willing to put in the effort to complete forms and shopping carts that were not designed for a 4 inch screen. Or you could console yourself with the thought that people might use a mobile just for browsing and they’ll complete the purchase later on their laptop.
Unfortunately these are all delusions.
Ecommerce traffic from mobile devices is growing rapidly and will overtake that from PCs during this year. It’s true that conversion rates for mobile visitors are currently lower than for PCs but the gap is narrowing. Much of the difference probably just reflects the rotten mobile experience that many sites still offer.
A recent survey by revealed that 32% of online shoppers in the UK make a monthly purchase on their smartphone. This is by far the largest proportion in Europe.
Conversion is driven by convenience and user experience. If people want to shop using a smartphone they will find a way of doing it - one that they find convenient. They will remember the sites where it’s easy to find what they want and make a purchase, and they’ll avoid the ones where it’s a bit of a pain.
We know that during the evening people are much more likely to be lounging in a comfy chair using a tablet than sitting at a desk or with a laptop perched on their knees. And we know that people expect to interact with the sites they visit in ways that suit touch-screens. That’s just how things are.
The latest stats show that if you don’t offer a great user experience on all devices you are making it harder than necessary for around 40% of on-line shoppers to buy things from you. Is that really what you want?
View this entire series: http://www.evosite.co.uk/blog/52-top-tips-to-boost-ecommerce-conversion
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