30 Aug 2023 By By Alice Davies
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.
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:
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:
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.
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:
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:
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.
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?
Mobile devices rely heavily on touch gestures. Design your mobile eCommerce interface with thumb-friendly elements, including:
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:
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.
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.
Mobile optimisation is an ongoing process. Regularly test and refine your mobile eCommerce experience by:
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.
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