If you currently have an e-commerce site then you are a part of the growing m-commerce world. There is no way out, mobile commerce and mobile web usage is only increasing and your only option: adapt or die.
It’s not enough anymore to have a website that is only built for desktop usage, sites now need a responsive design that will allow for optimal readability and usability across all screen sizes. Why you ask? The proof, as the say, is in the analytics pudding…
- 2014 E-commerce sales worldwide are an est. $1.47 trillion
- M-commerce accounted for 15% of total e-commerce sales
- Over 60% of online shoppers buy from their smartphones or tablets
You might be saying something like “What’s the big deal, people can still access my site on their phones/tablets they just have to pan in” That’s the issue right there.. they have to pan in, like 500 times! And on every page! Even worse once they’re all zoomed in its still too small to touch the right buttons and navigate to where they need. That’s when you lose them, sure they might come back later when they are on a desktop you can tell yourself that if it makes you feel better. The sad fact is they will most likely leave your site and find the same product elsewhere, on a site that is responsive and has a simple user-friendly checkout process.
So what are the benefits of responsive design and how can it increase your m-commerce success?
Create a Better User Experience
With responsive web design the content automatically adjusts to the size of the screen/device. This makes it easier for users to navigate the site and easily find the content they are searching for. According to Google’s Think Insights on Mobile 61% of users will immediately bounce from your site if they can’t find the information they need.
It’s important to note that users expect mobile websites site speed to perform comparable to, or better than what they experience on a desktop. Make sure you are testing your mobile site speed as well as your desktop speed and optimize as best you can. If you are unsure of how to test this speak with your web developer or chat with one of ours!
Google Wants You To use RWD
I’m not saying do everything Google says BUT if Google says use responsive web design you should use responsive web design, here’s why:
- One Website, One URL: With responsive design your site has one URL and the same HTML across all devices. This makes it far more efficient for Google to crawl the site and index all your content.
- Better SEO: Google favors mobile-optimized sites when presenting results for searches made from a mobile device. This is especially true with local searches.
- Sharing is Caring: With one URL its easier for users to share, engage and interact with the content on your site.
Lower Bounce Rates
A high bounce rate negatively affects your SEO, if your site boasts a high bounce rate Google interprets this as a sign that your site is not offering relevant info to users and will cause a drop in rankings. It’s important to know not just your overall site bounce rate but what your bounce rate looks like across all platforms.
If you have a desktop bounce rate of 30% but your mobile is 50% and tablet is 50% then your overall site bounce rate will be approx. 43%. If you update your site to responsive web design and this helps decrease your mobile and tablet bounce rate by 10% each this will decrease your overall site bounce rate by 7%!
Make sure you know your stats on a deeper level not just from a general overview, a 43% bounce rate is pretty good but it’s not telling the whole story.
If a user has to do more work its less likely they will convert on your site. If your site isn’t mobile friendly and the check-out process is difficult the chance of them finishing the transaction is slim. The benefit to responsive web design is developers have control on how CTA’s and conversion paths are displayed on all platforms so mobile sites can be designed with the end goal in mind.
It’s important to treat your mobile site the same way you would your desktop site. Keep track of your mobile stats and continue to improve your site by A/B testing different CTA’s and using heatmaps to track how users are utilizing the mobile site.
Easier to Manage
The key advantage to utilizing responsive web design over a separate mobile site is you only need to manage ONE backend. All data for the mobile site is pulled from the main site so there is no need to create two sets of content.
M-Commerce is an obligatory part of e-commerce, moving forward this needs to be on your radar as it’s been made pretty clear mobile usage is only going up. Acro Media has a lot of experience with responsive web design and developing m-commerce strategies for our clients. We worked with TELUS on their Canada Post E-commerce Innovation award winning responsive web design! (No Big Deal)