The ‘mobile first’ revolution has arrived with a boom! It has diversified our shopping habits and transformed the way we surf the internet. As business owners, ‘mobile’ presents us with our toughest challenge yet in terms of winning and retaining ‘market share’. And by far our biggest opportunity.
Great mobile web design is no longer a ‘nice to have’ – it is a necessity.
In December 2015, IMRG (Interactive Media in Retail Group) – the UK’s industry association for e-retail, reported that 45% of sales were made via mobile devices in the third quarter of last year.
But get this: “While m-commerce sales are still under half of all sales, they account for well over half of traffic. Visits to retail websites on mobile devices reached 63% in the same period, between August and October, and were up from 60% in the second quarter of 2015.”
So that’s the good news. The downside is that bounce rates from mobile devices stand at 35.4% and checkout abandonment rates are 52% higher than those of desktop devices.
So as designers and developers, what can we learn from this data that helps us build high quality responsive websites?
That there is a genuine and urgent need to create a dynamic user-experience for the consumer; via an interface that is fast, intuitive and simple to navigate. In other words, we must create a mobile website experience that converts more browsers into customers and clients.
Is Brand Loyalty Important to Today’s Smartphone Shopper?
Could your brand’s mobile user-experience influence a rival brand’s customer and instead, persuade them to buy from you? Absolutely. Because you see, in the constantly-connected world of online shopping, ‘immediacy’ trumps ‘loyalty’ every time. And this is where the savvy business owner can really cash in; by putting the right content in front of potential customers at precisely the right time.
Google’s infographic: “Win the Moments that Matter” reveals some interesting insights, namely:
- 70% of smartphone users have used their device while shopping for specific products.
- 75% of online consumers are prompted by both online and offline content or ads, to look for more information immediately on their device.
- 66% of those who have researched on their smartphone have thought about buying a brand they wouldn’t usually consider, because of relevant information available on their smartphone in the moment.
If your business doesn’t yet enjoy mobile web design that delivers a stunning user-experience (UX), then you are missing out on a massive opportunity to capitalise on the 24/7 ‘convenient’ shopping experience that only mobile delivers.
After all, who do you know whose smartphone is ever more than an arm’s length away from them?