A new report has reinforced that m-commerce is a growing force in the online retailing world, showing that traffic through mobile devices has increased from 2 percent to 19 percent of total network clicks in the last two years (from early 2011 to late 2012).
In that post, Affiliate Window client strategist Matt Swan explains that network clicks do not always equal sales success, and that mobile website design is a direct factor in retail success. “A site that has not been optimized for mobile makes the customer journey a fiddly and frustrating process and almost always results in the visitor not completing a transaction,” said Swan.
According to Swan, sites that have images and options optimized for mobile shoppers have higher conversion rates. Customers want to use their phones to browse and buy without having to enlarge pictures or text — a time-consuming process that leads to frustration, especially when it is required with every new link.
Companies that create a mobile version of their sites that are simply reworked versions of their desktop sites will see high drop-off rates as customers give up the process part-way through and choose either a different company or lose interest altogether. Directing consumers to a desktop version of a site is no longer a viable strategy for retailers. Consumers now expect customized mobile website design and will quickly leave clunky sites for the sake of a better experience.
Tailoring a site for mobile use has long-term benefits for retailers. Swan used the example of an unnamed “large online retailer with a high street presence” that recorded an 8.25 percent higher average order value through its optimized mobile site than through its desktop site. Not only can strong mobile website design generate sales, but it can also cause consumers to spend more than they would through a company’s desktop site, according to Swan.
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