If you haven’t yet made it a priority to make your website a mobile-friendly location on the World Wide Web, now is the time to take the leap. In fact, waiting could prove disastrous for your business.
According to Business Insider, the number of m-commerce purchases (those made using mobile devices) accounted for 11.6 percent of total U.S. e-commerce expenditures in 2014. By 2020 (and it’s coming fast) those numbers are expected to rise to 45 percent of the total e-commerce market in the United States. This translates to an estimated $284 billion in transactions taking place on mobile devices.
You want to make sure your business is poised to enjoy a substantial piece of that pie. It could be much bigger, but many people find themselves frustrated when attempting to make purchases via mobile devices.
Notable M-Commerce Problems and How Businesses Can Solve Them
The Business Insider article doesn’t pull many punches when addressing the problems and frustrations consumers feel when trying to conduct transactions via mobile devices.
- Small screen size. Because the screens are smaller, content needs to be optimized in different ways to make it easier for customers to get important details about products and make their buying decisions.
- Difficulty paying. The payment information input process needs to be more intuitive (consider accepting mobile phone payment options like Samsung Pay, Google Pay, and Apple Pay, or even PayPal to reduce customer frustrations).
- Speed. The speed of commerce is lightning fast. Your mobile website needs to load at lightning fast rates to accommodate users on slower networks. Remove the clutter on mobile websites for faster load times and fewer customers navigating away from your website.
- Security. With big names in the industry like Target and Sony being targeted by hackers, it’s no wonder so many consumers are wary of conducting business online. Make sure your customers know you take security seriously and make your website as secure as possible, so they can buy with confidence. If you’re doing business via mobile websites, it’s worth investing heavily in security for your peace of mind and that of your customers.
Now that you know how to turn mobile users away, it’s time to explore the things you can do to make your mobile website a magnet for mobile shoppers and their money.
Designing a Website with Mobile Users in Mind
You essentially have two options for creating a website built for m-commerce.
- Build two websites. Create one full-feature website for your main business and one light version optimized for smaller screens used by mobile shoppers. This is an attractive option for many businesses as it gives them the best of both worlds. Some smaller businesses can’t afford the expense of two separate websites and the management that goes along with them. Which is why the second option remains viable.
- Create a website optimized for both types of shoppers. Shopping on the web will continue to be an attractive audience for people concerned about security or who like a bigger picture of what’s going on with their products and purchases. Keep the content light and make payment processing as simple as possible while paying close attention to security for your website and you should enjoy many benefits (not to mention lower costs) from this method.