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Mobile will lead ecommerce this holiday season - are you ready?

With over half of consumers doing their holiday shopping from their smartphones, it’s crucial that ecommerce businesses are ready for the uptake in sales this holiday season. Not even the carols, cookies, and good cheer of the holidays can hide the fact that there is real competition raging between online retailers.  According to HubSpot, mobile devices accounted for more than 50 percent of retail traffic on Black Friday 2017. Smartphones not only drove more traffic but also increased conversion rates, which were up 71% while tablet and desktop remained flat. Smart brands that focus on mobile will survive the busy season and beyond. Mobile shopping is the future of digital retail, which is why implementing the following tips will help your business prepare for the season ahead.  

Valuing the differences between mobile vs. desktop
Mobile users naturally interact differently with websites than they do with their laptops or desktops. Most often, when holiday shopping on mobile, they are only half focused (text messages might be coming in, calls, emails, status updates, etc.).  Performance and speed are of utmost importance to create positive user experiences.

Avoid user frustration at all costs
The holidays can be a stressful time, to say the least. So the less frustration you can add to the customer experience, the better. That can mean creating an infrastructure and back end for optimized mobile experiences as well as anticipating the needs of your visitors. Many of them will be buying expensive items for themselves or loved ones, so offering an extended warranty can give them the peace of mind they need in case the item breaks or needs to be replaced.

Tackling all devices
According to Pewinternet.org, 95% of Americans have smartphones, but obviously not all of them use the same kind. For that reason, developing content for mobile devices means taking into account, the differences between Android and Apple iOs. Each device is different so everything from screen size to connectivity options needs to be considered.  

Omnichannel all the time
Users take an omnichannel approach when shopping. They will shop on their laptop while loading your competitor’s site on their phone. They will research reviews, compare prices, and discuss options with their friends before buying. Your website should be prepared to support your users throughout the multichannel process. Better yet, make it easy for them to never leave your site by putting product descriptions and reviews front and center. The more information your users have, the less distracted they will be by other options.

Make check out easy
Once your users have decided to buy, you don’t want to lose them. Make sure the final step in their shopping experience is easy and convenient. After all, the primary reason users shop from their mobile device during the holidays is because it is quick and they want to avoid traffic, and the long lines at the brick and mortar locations.  Don’t let any hiccups at the finish line turn them over to your competition.

An easy and comfortable mobile shopping experience is the future of ecommerce. If your business is hoping to make a splash from Black Friday to Cyber Monday and throughout the entire holiday season, you will need to embrace mobile and ensure that your site is always accessible to your customers – wherever they go. For an extra increase in your sales is holiday season, consider offering Mulberry to your customers. Send us an email at sales@getmulberry.com or click here to get started.

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Amanda Caswell

About the author

Amanda is an experienced writer with a bachelors degree in Creative Writing from NYU. She is also certified by the American College of Sports Medicine and the American School of Nutrition & Personal Training.

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