Some 44 percent of American shoppers won’t return to a website that’s not mobile optimized after only a single trip, and 76 percent of consumers won’t attempt to use a website that’s not mobile ready or will only turn to a competitive website, according to a newly published report from mobile development company Netbiscuits.
“I’ve seen an enormous change in customer behaviour that has been caused and enabled by mobile technology,” wrote Paul Berney, chief marketing officer for Mobile Marketing Association. “It’s this shift to consumer behavior that’s the biggest driver behind the need to make a strong mobile existence, rather than the technology itself. We know that customers can click and find, click and find out, do and click, and click and purchase.”
Mobile Performance Is Important
Shoppers, irrespective of how they access the web, are not likely to patiently await a slow site to open, load images, or even load responsive style sheets. Instead, those shoppers expect a nearly instant reaction. What is more they will reward ecommerce companies that have high performance sites.
Writing for Google Believe in 2012, the search engine’s senior vice president of technical infrastructure, Urs Hoelzle, said,”When Shopzilla fell latency from seven minutes to 2, earnings went up 12 percent and page views jumped 25 percent.”
The bottom line, according to Hoelzle, is that”when you accelerate service, people become more engaged — and if folks become more engaged, they click and buy more.”
Separately, Forrester Research reported in 2012 that almost two times as many mobile Internet users leave a site as it isn’t loading fast enough as those users that access a websites from a desktop computer.
The aforementioned Netbiscuits’ report also found that rate — i.e., quick load times — has been the mobile online user’s top concern, with 41 percent of respondents wanting fast loading pages over all else.
Fast Doesn’t Mean Lean
Regardless of a clear desire for speed, online users and shoppers don’t need to undermine content, such as images and video. Mobile smartphone and tablet computer users wish to enjoy an experience that’s the exact same or comparable to what they get from a desktop or notebook system in their mobile devices.
This suggests that dumbing down mobile sites isn’t the appropriate way to enhance speed. There has to be combination of faster mobile Internet connections and, frankly, better sites.
Additionally it is worth noting that the appetite for rich content was significant to almost two times as many respondents (33.2 percent) as was mobile online security (16.2 percent), according to the Netbiscuits’ report.
A Balance of Speed and Engagement in Website Design
Reports such as the three — Netbiscuits, Google, and Forrester — mentioned herein reinforce what many website owners and designers already know. Mobile clients — shoppers — want nice and useful information and they need it at their fingertips.
This may imply a few tactics for supplying a better more optimized mobile ecommerce experience, such as responsivity, adaptivity, and delivery.
Responsivity here is defined as a site’s ability to modify its design in response to the window or screen characteristics. Responsivity is best managed with cascading style sheets and attempts to present website or application content in a way that suites the user’s interface and device. An example may be a sizable touch-friendly”Add to Cart” button for tablet computers, verses a slick call to action for desktops.
Adaptivity here means a website’s ability to modify content, such as the size of an image file, depending on the user’s device. Here the case is a website the provides a large 1,000-pixel square picture at 125KB for a desktop user’s experience, but provides a 300-pixel square picture at 25KB for an iPhone. The website isn’t simply resizing the image from the browser, but offering a right-sized image which will load faster, providing an experience very similar to what a user would see in a desktop environment.
Delivery implies that top ecommerce merchants are distributing pictures, videos, or similar components on content delivery networks (CDNs) made to boost performance for consumers, irrespective of where they are. CDNs aren’t necessarily expensive. Nearly any online retailer large or small should be able to obtain an effective CDN solution.
Mobile shopping is an important channel for many online retailers. Shoppers on mobile devices need fast-loading pages and a rich user and content expertise.
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