Crafting Mobile-Friendly eCommerce Experiences: Tips And Tricks

We’re glued to our phones. From communicating with our friends and family to waking us up in the morning, there’s not a lot we can’t do through that handheld rectangle. Set up a business, keep track of your fitness goals - and more than likely break those fitness goals by ordering take-out via an app.

For many of us, our smartphones and devices are now our preferred gateway to the online world - which means more and more of us are engaging in eCommerce activities via mobile. Whether it’s ordering groceries or prescriptions, our trust in buying online has led us away from the desktop. According to Forbes, the online shopping cart abandonment rate on mobile is a whopping 84%. Something is amiss - and we’re here to help you solve your mobile eCommerce woes.

For eCommerce businesses, it's crucial to ensure that your online store is optimised for mobile devices - for both your website and if you’ve invested in an app. A seamless and user-friendly mobile eCommerce experience can significantly impact your sales and customer satisfaction. Our attention span for slow-loading websites has always been low - but when it comes it buying online, the minute we think we can purchase something faster elsewhere, we will. In fact, speed is of the essence, with 24% of online shoppers abandoning their cart because the site wanted them to create an account and 22% dropping out if shipping times are too slow. 

Below, we explore essential tips and tricks to help you craft a mobile-friendly eCommerce experience that captures your customers’ attention and drives conversions.

Responsive design

A responsive design is the cornerstone of a successful mobile eCommerce experience. It ensures that your website adapts seamlessly to different screen sizes and orientations, providing a consistent and visually appealing layout across all devices. To achieve this:

• Invest in a responsive eCommerce platform or work with a developer to optimise your existing one. This can be tricky if you’re using out-of-date or clunky software. It’s worthwhile spending time and money on something shiny and new than dressing up a turd (sorry 💩)
  
  
• Prioritise a mobile-first approach during the design phase to ensure that the mobile experience is given top consideration. Your desktop design is still important, but review your site analytics before anything else. Where is your traffic coming from? We can guarantee that more often than not, it’ll be mobile devices 
  
  
• Test your website on various devices and browsers to identify and address any design inconsistencies or functionality issues. It’s not simply devices you need to consider, but browsers (Firefox, Chrome, Edge, Safari etc.). The way your site functions can be impacted by a multitude of factors. Simply focusing on mobile and avoiding all other elements is a dangerous game - and not one we recommend playing.

Streamline your navigation

Effective navigation is key to guiding users through your mobile eCommerce website. It allows them to easily browse products, find what they’re looking for, and ultimately, increase sales and conversions. You can simplify the shopping journey for your customers by:

• Using a clear and concise menu structure that displays essential categories and subcategories. Mega menus are a great way to do this (see Argos as an example)
  
  
• Implementing intuitive icons for search, basket, and account login areas
  
  
• Utilising breadcrumb navigation to help users understand their current location within the site.

You want to make it as easy as possible for consumers to purchase from you. Easy means accessible language, structured navigation, and a search function that works just as well as Google.

Optimise page load speed

We all have little patience for slow-loading websites - regardless of whether we’re browsing on mobile or desktop. According to Portent, the first five seconds of page-load time have the highest impact on conversion rates. In the famous words of Chandler Bing, it bodes well that speed impresses you. Optimise your page load speed by:

• Compressing images and other media files without sacrificing quality
  
  
• Minimising server response times by utilising caching mechanisms
  
  
• Leveraging content delivery networks (CDNs) to distribute content more efficiently.

Mobile-optimised content

The limited-screen real estate on mobile devices calls for a strategic approach to content. Content is still king, but now we crave more intelligent and intuitive content than ever before - and we want it all in the palm of our hands. The modern consumer doesn’t ask for a lot, do they? To make it easier on your marketing and tech teams, follow these steps:

• Craft concise and engaging product descriptions that highlight key features and benefits (great for SEO purposes too)
  
  
• Prioritise high-quality images that showcase products from different angles
  
  
• Implement collapsible sections or accordions to organise lengthy content, such as product details or FAQs.

And for each sector, there are plenty of innovative ways to showcase content. Take ASOS for example, where you can ‘find your fit’ with easy-to-use sliders and data input fields. Other apparel sites use different models for different sizes, helping consumers see what certain products might look like on their body type. Not only is this innovative, but it’s also inclusive and likely to increase conversions.

Effortless checkout process

A smooth checkout process can make or break a sale. The minute consumers feel restricted by payment options, having to set up an account (according to Baymard, 25% of users abandoned their cart because the site required them to set up an account), or simply finding the process too slow, they’re clicking onto the next site and you’ve lost their sale. So what can you do to reduce friction in the checkout process?

• Offering guest checkout options to cater to users who want a quick purchase experience (you can give them the option to create an account in confirmation emails)
  
  
• Implementing autofill capabilities for address and payment details to expedite the checkout process
  
  
• Providing multiple secure payment options, including digital wallets and mobile payment solutions.

Thumb-friendly design 👍

Mobile devices rely heavily on touch gestures. Design your mobile eCommerce interface with thumb-friendly elements, including:

• Ensure that buttons and clickable areas are adequately sized to accommodate different thumb sizes
  
  
• Space out interactive elements to prevent accidental clicks
  
  
• Utilise swipe gestures for product image galleries or to reveal additional product information.

Mobile search optimisation

Users who have an idea in mind of what they’d like to purchase have more intent to buy than those who are just browsing. A comprehensive search database will ensure you’re capturing users with intent, making it as simple as possible to find what they want. Enhance the search experience on your mobile eCommerce site by:

• Implementing a predictive search feature that suggests relevant products as users type
  
  
• Include filters and sorting options to help users narrow down their search results
  
  
• Displaying clear and visually prominent search bars throughout the site.

Building trust with reviews

Whether you’re on mobile or desktop, reviews are an essential part of the online shopping experience. Especially on mobile, however, users want to see these quickly and easily, without having to click through to an external site. Consider implementing your own review system to make this as easy as possible for customers to submit and read reviews.

• Display customer reviews and ratings prominently on product pages
  
  
• Integrate social media feeds or user-generated content that showcase your products in real-world settings.

Responsive customer support

Offering responsive customer support on mobile can be a game-changer. Users can easily ask questions and queries in real time, making them more likely to convert.

• Integrate a live chat feature to provide real-time assistance to mobile users
  
  
• Display FAQs and help sections in an easily accessible format to address common queries.

Regular testing and optimisation

Mobile optimisation is an ongoing process. Regularly test and refine your mobile eCommerce experience by:

• Conducting user testing to identify pain points and areas for improvement
  
  
• Monitoring user behaviour and engagement through analytics tools
  
  
• A/B testing various design elements, checkout processes, and calls to action.

Key takeaways

In the ever-evolving landscape of eCommerce, crafting a seamless and mobile-friendly shopping experience is no longer a luxury - it’s a necessity. By following these tips and tricks, you can create a mobile eCommerce platform that engages users, encourages conversions, and establishes your brand as a go-to destination for online shoppers. As you prioritise mobile optimisation, you'll not only stay ahead of the competition, but also provide your customers with the convenience and satisfaction they seek in their online shopping journey. Happy browsers = happy customers.