Mobile shopping is on the rise in Europe. It’s estimated that there are now more than 40.1 million mobile shoppers over the age of 14 in the UK alone. The purchasing power of these shoppers is significant: eMarketer estimates that mobile’s share of total UK retail sales will reach 7.6% in 2017. Choosing to shop on your phone is becoming a more common trend in Germany as well, with eMarketer predicting that 29.1 million mobile device users will purchase online at least once in 2017, up 15% from 2016.
Here are four ways to stay ahead of the mcommerce revolution, and make the customer experience seamless for every device:
1. Be cognizant of the “thumb-friendly” area. When designing your page—and especially your cart—place the most important buttons and content where they can be reached by the right thumb when on a smartphone. (This is usually the lower 2/3 of the screen and not too far to the right.) Providing your customers with easy-access buttons will lead to higher conversions and provide a better customer experience for those using mobile devices.
2. Embrace simplicity. Remember that when your customers are shopping on their mobile device, they are using a much smaller screen. It’s important to avoid clutter, and stick to simple, minimalist copy and images.
3. Use a fixed navigation bar. It’s easy for mobile users to scroll past important information. Implementing a navigation bar that includes a checkout link, homepage link and “add to cart” button will convert more shoppers and ensure a pleasant mobile experience for your customers.
4. Make signup and checkout short and sweet. If the signup and checkout processes take too long, impatient mcommerce consumers might exit your site. Simplify the process by letting new customers register using a social network and purchase as a guest. Make it even easier for them by implementing auto-complete functionality so they don’t have to fill in the same information again and again.
Mobile is here to stay, and the companies that thrive will be those that embrace the mcommerce revolution. Set your site up for success by building a strong mobile strategy.
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