5 Ways To Target Mobile Only Customers

Consumers now spend more time with online retail on mobile devices (smartphones and tablets) than desktop or laptop PCs. In January, comScore documented that among top US retailers the percentage of mobile-only shoppers is approaching or crossing the 50 percent threshold. Below is the comScore chart of top retailers and the corresponding percentage of mobile […]

By Alyssa Schaad

Tips for Targeting Mobile Only Customers

Consumers now spend more time with online retail on mobile devices (smartphones and tablets) than desktop or laptop PCs. In January, comScore documented that among top US retailers the percentage of mobile-only shoppers is approaching or crossing the 50 percent threshold.

Below is the comScore chart of top retailers and the corresponding percentage of mobile only traffic. Apple, Wal-Mart, Target, Ticketmaster and QVC all are seeing more than 50% of their traffic come from mobile-only shoppers.

US Shoppers Who Visit Top Retailers ONLY On Mobile Devices

monthly_visitors

Source: comScore via Internet Retailer

This means that if retailers aren’t offering a great mobile-friendly experience, they are probably losing out on potential sales.

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Optimizing for the mobile-only shopper

1) Easy to follow information

Keep information simple. Write your content in a clear and easy to follow way, that way, you will have a better chance at keeping buyers on your site instead of sending them to the competitor’s. Use important points and work down from there, don’t get fancy with words that just use up space. Keep everything as SEO-friendly as possible.

2) Make things mobile-friendly

Everyone who has gone online via their smartphone has come across a website that was not configured for a smaller screen. Set up your website for these smaller screens so the user only has to scroll. Having your customer pinch-and-zoom or swipe left and right will most likely turn them off to your site because it’s inconvenient for the user.

3) Mobile and desktop websites are different

You may think that you have to have your desktop and mobile version of your website looking exactly the same, with the mobile version just a smaller size of the desktop version. This rule has been thrown out the window. The important thing to focus on is retaining the essence of your site. Mobile websites need to be treated different than their desktop versions for maximum benefit to the user.

4) Use cookies to personalize

Cookies have acquired a bad reputation but they are awesome to personalize your site for users. They make the shopping process easier and simpler every time. You can use cookies to track what the customer previously viewed and keep a record of what they may be interested in next time they visit your website.

5) Speed is a top priority

How fast your mobile site loads is often a deal breaker if it loads too slowly. Google everything you need to know about speeding up the loading times on your mobile sites (without resorting to text-only) and put it to action so your users don’t have to ever experience the “dial-up” experience ever again.

There is no turning back – make sure your digital experience is ready for the “mobile-only” customer.

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