Enhancing Mobile Commerce Experience: What is Different in 2018

Back in 2016, when Google decided build mobile-first indexing for websites, it was a game changer for mobile commerce. Less than 2 years since that event, and now with over half of searches coming from mobile devices – ensuring a sticky-experience on mobile sites is no longer a choice for mobile developers. It is a necessity! And given you have around 4 months to go before holiday shopping season begins, enhancing mobile site engagement and conversions should be on top-of-your-mind. Here are a few quick ways that might help.

Content and Design

Your website’s primary goal must be to ensure user-friendly design that results in better engagement and hence sales. Some optimization tactics that can be implemented to attract more customers are:

  • The main navigation menu should stick to the top of the page. This allows users navigate through the website easily regardless of the page they are on
  • Surface shopping- journey rich content by using dynamic product recommendations on your Shopify site’s home page
  • Avoid using rotating hero sliders. On a mobile device, they take too much space and hardly get clicked
  • Important information such as ‘Shipping details’, number of items in Cart, payment options, store locator, variant details etc should be easily visible on product details page
  • Quick action buttons and call to actions such as “Add to cart”, “Add to wishlist”, “Call Support” help customers with an easy way to get to the Cart or get support leading to faster conversions.

Personalize using an omni-channel approach  

If you are already leveraging social media, emails to bring shoppers back to your site and catering the user experience based on the traffic source – go a bit further in 2018 and use the data to make personalization contextual. Here are some quick tips:

  • Create a cohesive customer experience – online and offline. Enable ‘Shopify POS’s Buy Online‘ feature, allowing your store representatives to create an Online Cart. Enable Wishlist plugins that allow in-store representatives to create wishlists for your offline customers 
  • While recommending product or bundles to your customers – factor-in their ‘Added to Cart’, Wishlisted, or recently purchased data to personalize the recommendation depending on their shopping journey.
  • Think ahead in terms of technology, and lay the foundation accordingly. Personalization will span to other mediums in the future such as Alexa or Google home. Focus surfacing on those channels today to yield conversions tomorrow

Rethink add-ons with respect to site Loading speed

Google’s Speed Update will soon use page speed as a ranking factor for mobile search results. It is time to ensure your page speed is a high priority as part of your mobile optimization  strategy. Here are some tips to get you started:

  • Include write CSS code for mobile versions, so buttons, images appear and align correctly on mobile and provides speed of 2 seconds or less. Using GZIP compression tools, saving your CSS and scripts as external files, and using caches some quick-fixes for slow page loads
  • Rethink on using Quickview plugins. Quickview often fetch and run the entire product.liquid code on your collections pages which could potentially impact collections page load speed even on mobile
  • Steer away from plugins that use nested/‘for’ loops if you have a large product catalogue. Plugins used for ‘advanced collections filtering’ and to display ‘swatches for variants’ usually utilize nested for-loops. In a nested-code loop (with too many if-endifs), each time the page loads, the code re-crawls all products to find the applicable ones for the shopper – causing delay. Opt for plugins such as Searchanise instead, that use dynamic filtering – which show only a subset of product relevant to the shopper (and their journey) on collections – perfect for mobile too

Integrate AI for on-site and off-site marketing

Website experience can be taken up a notch by including AI and machine learning to detect on-site shopping habits to serve for an informed off-site marketing strategy. Again, some tips that are going to be fundamental going forward

  • Use a semantic search tool that use both Artificial intelligence and Natural Language Processing to derive shopper intent as well as surfacing relevant search results to your shoppers. Look for search plugins that auto complete, recognize synonyms and show related products- smartly. Given the space constraint on smaller-screens, and hence the typos – a smart search tool can totally leave your shoppers with a positive user experience on mobile.  Here’s a list of top semantic search apps on Shopify app store
  • Use Chatbots and use the power of Artificial Intelligence to simulate human-like interactions with shoppers on your site. You can also personalize chatbots and enable them to respond differently to different users, thus enhancing the experience of mobile users

Seamless Checkout Experience

A safe checkout experience is an absolute necessity, especially on mobile. Shoppers have a difficult time converting on mobile, and this is a lot to do with the checkout experience. Below are some quick tips for a better mobile checkout experience

  • Keep your cart page simple and clutter-free. A summary of what the users have added to their cart, and some custom pages are fundamental to provide frictionless experience
  • Swap the header for trust signals (such as merchant reviews, payment gateway etc), payment gateway logos, and delivery information etc. Users are concerned about security when they reach the most sensitive parts of the checkout. Card details and account numbers they provide must be secured

 A/B-test and analyze results once you make these changes and pivot to an approach that is best suitable for your site. Are there any points that we have missed. Would love to hear some points that you have incorporated as a part of enhancing your Shopify site’s mobile experience, in the comments below.

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