The warning that warrants the attention of every eCommerce company this time of year is to be mobile ready. If your customers can’t shop or buy as easily on a mobile device as they can from your desktop site, your survival rate as a company drops significantly.
This is likely to be the year that mobile sales outpace those on desktops during the holidays, according to many experts on the matter. Salesforce predicts “that, for the first time ever, more purchases will be made with mobile phones during the holiday season than any other devices.”
Mobile shopping has come a long way with advances made by market leader—Amazon—with the help of emerging technologies like artificial intelligence and virtual reality. Amazon now allows shoppers to use virtual reality to display an item within their real environment, such as their home and as seen below.
Source: VR Scout
While the use of Virtual Reality (VR) is already in use by online retail behemoths like Amazon and Alibaba, that doesn’t mean consumers should expect to see it in every product category. Rather, online retailers should use VR in the categories that make the most sense, such as home decor, so that consumers can see what an item would look like in their home before buying it.
While you don’t need virtual reality to make mobile sales happen, there are some tricks of the trade that are important to implement any day of the year and especially before the holidays kick off to ensure that you’re maximizing the power of mobile to convert more shoppers into buyers.
First and foremost, make sure your website renders on mobile devices. Many of the Content Management Systems (CMS) today offer a desktop site that automatically renders on mobile or plugins that help you create a mobile website. Even better options are eCommerce platforms that build that functionality into a built-in CMS, making desktop and mobile sales the primary objective.
One important rule to follow—that will increase conversions and reduce bounce rates—is that your mobile product pages should be just as robust as when viewed on your desktop site. Make sure that shoppers can view every detail about your product, such as dimensions, weight and colors available, for example.
Everything that can be viewed on your desktop site should be viewable on your mobile site.
Product photos should be mobile friendly as well, allowing the shopper to flip through multiple views or close-ups of products they are considering purchasing. The more views of your product you offer, the more likely the purchase. Poor product photos will decrease sell through and increase product page bounce rates.
Make product ratings and reviews viewable on product pages as well. This additional information may be what’s needed to turn that consumer into a buyer. Reviews and ratings are often the last pieces of information needed to make first-time online shoppers comfortable with buying online. This is something that regular online shoppers have come to expect, so this is a must-have in today’s competitive online landscape.
Do your best to put yourself in the mind of the buyer and include all the information your customers may want to know. If you leave anything out, odds are they’ll either bounce from your product page or abandon a shopping cart, the last thing you want this time of year.
If you’d like to learn how Systum’s built-in CMS aids in the building of robust, detailed product pages that are also mobile ready, fill out the form below. We’ll walk you through how our customers have used the power of Systum to increase conversions.
Categories: B2B eCommerce