Mobile Shopping eCommerce

Mobile matters now more than ever for eCommerce. And it’s only getting more important from here on out.

Last week, Shopify announced that mobile eCommerce traffic surpassed traditional computer traffic, at least on stores running Shopify. Their data was compiled from over 100,000 stores and found that 50.3% of users were on mobile devices (so, tablets and phones) and 49.7% of them were using computers. Granted, that’s just Shopify stores and not the entirety of the internet, but it still speaks volumes about the direction of eCommerce.
And if you don’t believe us about the weight you should place on mobile, just today Internet Retailer published an article stating that mobile eCommerce traffic has completely surpassed desktop traffic in the entire UK. The number there was 52% for eCommerce site traffic from mobile devices. “What about conversions, though?” Well, according to that report, over 33% of eCommerce transactions were completed on mobile devices. So, it does seem that conversions are lagging a bit behind traffic. This has been noted around the web, and it could be for a variety of reasons — for example, someone shops on their mobile device but makes the final purchase on a computer due to the complexity of transactions — but it’s probably not a bad prediction to say that developers and designers will continue to innovate in terms of simplifying the mobile eCommerce transaction processes.

Three quick mobile health checks

In light of the increasing importance of mobile when it comes to eCommerce, you’re obviously going to want to make sure your mobile site is on point. So here are three easy things to check in that vein:

  • Test your mobile site’s speed with Google PageSpeed Insights. If your site’s already sufficiently fast, then Google’s test will confirm that for you, and if there are any issues bogging it down, you’ll get recommendations of what to change to fix the problem. Page load speed is an important issue that we’ve talked about before, and there’s been a lot of research done that indicates sizable drops in conversion with each extra second of loading time. One study even found that just a one second delay results in a 7% drop in conversion, so every second counts.
  • Make sure your site displays the way you want it to on a wide variety of devices with Screenfly. This online tool lets you emulate different device displays all within your browser, which can be really useful for quickly testing your site on a full range of phones and tablets. Unless you enjoy buying dozens of devices and hand testing your site on each one. If that’s the case, stay away from Screenfly.
  • Check to see if your site’s up to best practice standards with, which will give you a mobile readiness score along with details of what you need to fix. Some of the stuff here might get a bit more technical, so you might need to pass along details of needed fixes to your developers (or, get ready to do some Googling if you’re a one-person shop).

No site’s gonna be perfect

We realize that no site is going to be flawless, and it’s not always possible to fix every little thing all at once. Limited resources — mainly time, money, and manpower — could mean that you can only chug away a tiny bit at a time, but that’s better than letting your mobile site rot. One idea would be to use the above resources to create a list of fixes, which you can then prioritize and get to work on (or delegate to those with the technical ability needed). Just know that mobile eCommerce is on the rise, so the time and attention given to your mobile site should also be increasing over the coming days, months, and years.

Dave Haase
Dave Haase
Don't let his Stanford MBA fool you -- at heart, Dave's a real Indiana boy, and from time to time you can find him off-roading in his Jeep with his wife and kids. Feel free to email him with any questions related to eCommerce.