Mobile optimisation is adapting your site’s design, structure, page speed, and conversions to make it accessible across a range of devices. Doing so results in customers being able to perform conversions across a range of mobile devices, increasing your revenue and maintaining a level of communication between you and your users. In general, mobile optimisation on ecommerce sites caters largely for the millennial and generation Z audience, as they spend more time online and utilising mobile software for work and recreational tasks. Failure to optimise your website can result in high device bounce rates, abandoned carts and a loss of loyal customers as they choose to shop elsewhere for convenience.
For clarity means, the millennial audience consists of 80-90 million people born between the years 1981-1996, making millennials the largest generation so far, with Generation Z closely behind. Why does this matter? To put it simply, millennials and generation Z are the most digitally focused generation so far, with a third of millennials spending 4 to 5 hours a day online and on mobile.
Given the scale of this new audience and the amount of time they spend online, it would appear obvious for brands to optimise their site across all devices, including mobiles and tablets. But this is far from the truth, even well-known brands are still falling short of complete optimisation and users have had enough of it, as they turn to social media to vent their frustrations.
So what are these users doing online?
With the rise of online influencers and digital accessibility, users customise their mobile preferences for a specific entertainment, shopping, news and games, meaning no matter what industry, your brand will most likely have a mobile audience. Evidence shows that millennials prefer smoothly running apps over well-known branded apps, which provide a 360 view joining together in-store deals with mobile experiences and they are prepared to pay for it. Around 64% of 18-34-year-olds have paid for an app during 2017, and nearly 1 in 5 pay for a new app each month.
Tip: A good place to start is on social media, specifically Twitter. Scouring the hash tags “your brand”, “app” and “buggy” should provide you with some basis to begin understanding your users and where your conversion issues and bugs lay. But remember, on average a tweet only lasts for about 30 minutes before it gets replaced, so stay Twitter active to get the best results.
Optimise your site across as many devices and browsers as possible. Initially, it is very likely that your site will already be mobile compatible but not optimised for mobile. To solve this, most companies choose to do in-house testing in an attempt to find any conversion or layout issues including bugs. However, doing this puts your site at risk of having testing bottlenecks or overwhelming your testers with a workload, which will move slower than your competitors.
Instead, you can choose to use community-sourced testing companies, which can provide you with 90 days worth of testing within 3 days.
Call or email us now for a free test to see how we can help you optimise your site and increase conversion and sales.