November 24, 2010
Mobile commerce is set to take off, growing a huge 65% every year and reaching 7.7% of all digital commerce sales in 2015. Some retailers have already provided iPhone and other apps that let users shop for their wares digitally, while others have opted to create mobile websites instead.
Big companies in the UK that went for apps include Debenham’s and Tesco’s, while M&S, Amazon, and John Lewis all decided on m-commerce sites rather than apps.
Those companies that opted for the mobile compatible website are more likely to attract mobile users. M-commerce websites are cheaper to develop than apps. They reach more customers because any mobile is compatible instead of just the one the app was designed for. They can also be found easily, perhaps through the parent site, whereas apps must first be found and then downloaded from an app store.
Overall, the m-commerce site is the better way to go for retailers.
5 Tips for Developing a Mobile Commerce Website
1. Customers want the same sort of browsing and buying experience on the m-commerce version of the website that they find on the parent site. Therefore similar design methodology should be applied, while keeping in mind a mobile’s small screen size. Sometimes however, a smaller screen can be more effective marketing tool, as it forces providers to narrow down their sell.
2. Customers like to be able to find the exact same products and the same product availability as on the parent site, as well as the same access to specials on products.
Full product specs should also be available, with quality photos included. There should be no real disadvantage to using the m-commerce version of the retailer’s site, even if it is visually more efficient than the main site.
3. The checkout process should be streamlined for mobile users. Don’t make registration compulsory before checkout, and be sure that there are only a few steps involved.
Checkout should be smooth and pain-free.
4. Let users sort through products quickly, so they can find what they want fast. Good product filters are a must.
Connection quality can be an issue for mobiles, so making it as easy as possible to find a product may be the difference between a sale and a lost opportunity.
5. When mobile users land on the parent site, automatically lead them to the m-commerce version of the site. This is the easiest way to promote it, and makes it simple for users to locate.
Adaptive Consultancy is a London based internet marketing firm specializing in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. www.adaptiveconsultancy.com/