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How to optimize mobile commerce in 6 steps

Over the past five years, online retailers have taken a segmented approach to mobile commerce by developing distinct channels to engage consumers. Mobile sites have become an industry standard for serving basic inventory layouts and one-off functions like store locators, but have left marketers limited by limited opportunities to deliver consistent brand experiences. and extended the privacy of in-store experiences to devices.

With the emergence of the iOS and Android mobile platforms, marketers were able for the first time to gain full control over the brand experience by developing apps that could include promotional content, product inventory, and branding. videos. However, marketing departments quickly realized the difficulty of consistently maintaining applications that ran on operating systems unique to cell phone models, while also having to standardize product inventory on separate platforms. . As marketers struggled to bring dynamic branded content to mobile devices and desktops, a new design strategy emerged that enabled content-centric POV while mitigating the additional infrastructure challenges associated with it. to mobile commerce.

Responsive web design is an approach for creating cohesive business experiences across desktops, tablets, and mobile devices, regardless of screen size or manufacturer, by creating the layout of a site. on dynamic frames that change the orientation of content towards a viewer’s screen. While responsive web design first appeared in the design community in 2010, it wasn’t until 2012 that online retailers started embracing the web design strategy to target mobile consumers at a cost. long-term minimum maintenance total.

Here are six actions for merchants to consider when hiring design agencies to tackle mobile commerce this Christmas.

Action: Identify consumer behavior on mobile sites
Ask yourself: Are customers actively buying from mobile devices or trying to locate a physical location?

Action: Define the goals of mobile commerce
Ask yourself: How do you want consumers to engage with your brand from mobile devices? Are you trying to drive purchases from devices or direct consumers to a physical location based on local inventory?

Action: Establish a content strategy for mobile engagement
Ask yourself: What content does your mobile audience need to drive their purchases, and is that content aligned with your mobile commerce goals?

Action: Create content orientation frameworks based on priority devices
Ask yourself: How do I want my storefront content to be ideally oriented and my graphics to maintain their integrity as they change with screen sizes and resolutions?

Action: Actively engage the design agency
Ask yourself: Has the design company demonstrated success for its customers through site redesigns and understand the fundamental needs and behaviors of your target consumers?

Action: Maintain a POV focused on the experience
Ask yourself: As your brand’s business strategy evolves, are you making sure that consumers are able to engage with content consistently, regardless of which channel they use to access your online storefront?

Marketers should consider a responsive online storefront if interacting with mobile consumers is a priority for their business. But before you embark on any responsive web design initiatives, determine if there is sufficient mobile demand to justify the investment of re-evaluating your e-commerce platform design, and if your design approach anticipates new resolutions. mobile screens in the future.

Looking ahead to 2014, responsive design approaches are evolving into a new adaptive design strategy that enables merchants to use device-specific models to deliver mobile-optimized experiences by controlling the content delivered to each mobile device or tablet. unique. For marketers to enjoy the added granularity of designing personalized experiences for consumers on mobile devices, they must first have an internal discussion to align with a content-centric strategy and take it now. the measures needed to implement responsive online storefronts.

Ben Pressley is Global Sales Manager at Magento

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