Mobile optimization is no longer just an option for ecommerce sites — it’s a necessity. As smartphones become an integral part of daily routines, from online shopping to TikTok browsing, weather updates, and email management, they’ve essentially become extensions of ourselves. Ecommerce businesses that don’t prioritize mobile optimization risk missing out on substantial sales and revenue opportunities.
In this article, we’ll dive deep into the significance of mobile optimization for ecommerce websites, the advantages it brings, and share some top tips for optimizing your online store for mobile devices.
Why Mobile Optimization?
People spend more time on their smartphones than on their computers. According to Statista, mobile devices accounted for over 58% of global website traffic in 2022, and this number is expected to continue to rise in the coming years.
For ecommerce sites, this means that mobile optimization is crucial to ensure that users have a seamless and enjoyable experience while shopping on their iPhones or Samsungs.
If a site is not mobile optimized, that likely means that the site is slow, it is difficult to navigate and has an overall poor user experience, which results in high bounce rates and lost sales.
The Benefits of Mobile Optimization for Ecommerce Sites
Here are a few of the most important benefits of mobile optimization for ecommerce sites:
- Increased Mobile Traffic: Mobile optimization can help attract more visitors and potential customers, as mobile devices account for the majority of website traffic.
- Improved User Experience: A well-optimized mobile site ensures a smooth shopping experience, making it easy for users to browse products, compare prices, and make purchases.
- Higher Conversions: Mobile optimization can reduce friction in the purchasing process, increasing the likelihood of users completing their purchases.
- Better Search Rankings: Google considers mobile-friendliness as a ranking factor, meaning mobile optimization can help improve search rankings and attract more organic traffic.
- Competitive Advantage: Prioritizing mobile optimization can give ecommerce sites an edge over competitors and enhance their overall online presence.
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
- Competitive Advantage: By prioritizing mobile optimization, ecommerce sites can gain a competitive advantage over their competitors and improve their overall online presence.
Real-World Examples and Best Practices for Mobile Optimization
So, how can ecommerce sites optimize their mobile experience? Here are some best practices to consider:
Homepage Search & Quick Filters
Amazon and Nordstrom both present users with an exposed search bar and scrollable quick filters, while Allbirds offers scrollable quick filters. This feature makes it easy for users to find products they’re interested in.
Navigation
Creating simple and intuitive navigation is crucial for helping users find the products they are looking for on your ecommerce site. Ensure there is a clear hierarchy of categories and subcategories that guide users through your product offerings. Let’s explore how some popular brands approach navigation on their mobile sites:
Nike:
- When the navigation menu opens, the background blurs, allowing users to exit by clicking on the blurred area.
- Scrolling down within the navigation menu presents users with a clear call-to-action (CTA) to become a Nike Member and offers easy access to the cart, order history, store locator, and helpful information.
- Clicking on each category reveals the subcategories in a separate navigation screen, with the ability to return to the main menu.
- Each category is displayed in a large, clear font that is easy to click, with ample spacing around them to prevent accidental clicks.
Everlane:
- Everlane’s mobile site features navigation functionality similar to Nike’s, but also includes quick navigation filters for Women and Men, streamlining the browsing experience for users seeking gender-specific items.
Express:
- Express also shares similarities with Nike’s navigation design, but it incorporates specific announcement bars within the navigation itself, promoting its free shipping offer and other deals.
ASOS:
- ASOS follows a similar navigation structure as Nike, but with a unique twist: they utilize images to differentiate categories and subcategories, making it easier for users to browse and identify the sections they’re interested in.
By examining these examples and incorporating some of their effective navigation strategies, you can create an optimized and user-friendly navigation experience for your ecommerce site’s mobile users.
Product Page
A well-designed product page can significantly enhance the user experience on your ecommerce site. Consider implementing some of the following strategies from popular brands to optimize your mobile product pages:
Nike:
- Color options are displayed as images of the product in each available color, making it easy for users to visualize their choices.
- Large buttons facilitate an easier selection of product attributes like size and color.
- Product details are organized into separate mobile-friendly drop-downs that span the entire width of the screen for convenient access.
- A sticky “Add to Cart” button automatically appears as users scroll down, ensuring it is always visible and accessible.
- The “You May Also Like” section enables users to scroll through recommendations by touching and dragging or clicking on left and right arrows (< >), providing a more user-friendly browsing experience.
Amazon:
- For longer product detail pages, Amazon includes a “Top of Page” button, allowing users to quickly return to the top without scrolling back up manually.
Everlane:
- Everlane’s product pages display key information, such as the image gallery, product title, reviews, and color options, above the fold on mobile devices. This strategic placement engages users and encourages them to explore the product further.
Incorporating these best practices from successful brands can help you optimize your ecommerce site’s product pages for mobile users, resulting in a more enjoyable and efficient shopping experience.
Collection Page
An optimized collection page plays a vital role in providing a seamless shopping experience on your ecommerce site. Take inspiration from the following strategies used by popular brands to enhance their mobile collection pages:
Everlane:
- Features scrollable quick filters with images and short descriptions, allowing users to narrow down their search easily.
- Keeps filters and product count sticky at the top of the page, ensuring they remain visible as users scroll down.
- The “Filters” icon triggers a focused pop-up screen for filter selection, reducing distractions and helping users concentrate on refining their search.
Nike:
- Also offers scrollable quick filters and a “Pick Up Now” option for “Buy Online, Pick Up In Store” services, catering to users who prefer in-store pickup.
- The “Filters” icon directs users to a dedicated screen for making specific filter selections, creating a more focused browsing experience.
- Displays filters and sort-by options within the same screen for a more streamlined interface.
- Employs infinite loading (endless scrolling) to create a more seamless and intuitive browsing experience, as opposed to clicking through multiple pages or waiting for content to load. This continuous stream of content can boost user engagement and keep users on the site longer.
By adopting these effective strategies from well-known brands, you can optimize your ecommerce site’s collection pages for mobile users, fostering a more satisfying and efficient shopping experience.
The Significance of Page Speed for Ecommerce Sites
Page speed is a critical aspect of providing a seamless and enjoyable user experience on ecommerce sites. Optimizing pages for speed, using tools like Google PageSpeed Insights, is essential for improving performance. Here are the key reasons why page speed matters:
- Mobile Users Expect Fast Load Times: Mobile users, expect speedy websites, and if the site takes too long to load it can lead to frustration and ultimately abandon the site leading to high bounce rates. By prioritizing page speed, businesses can offer a seamless and user-friendly browsing experience, resulting in increased engagement and conversions.
- Search Rankings: Google considers page speed as a factor for ranking search results. Faster websites are more likely to rank higher in search results, leading to increased visibility and traffic.
- Better User Experience: Speedy websites contribute to a better user experience, as users are more likely to engage with content that loads quickly and efficiently.
- Increased Conversions: Quicker page speeds have a direct correlation with increased conversions. Google states that,
For every second delay in mobile page load, conversions can fall by up to 20%.
By focusing on page speed, businesses can boost conversions and generate more revenue.
Ultimately, mobile optimization emerges as a vital factor in ensuring ecommerce success in our smartphone-driven era. By prioritizing mobile optimization, businesses can provide an exceptional user experience, improve search rankings, enhance user engagement, and ultimately, increase conversions and revenue.
As we’ve explored, effective mobile optimization strategies include creating user-friendly navigation, designing optimized product and collection pages, and ensuring fast page load times. By learning from the best practices of successful brands and implementing these strategies, ecommerce businesses can stay ahead of the competition and continue to thrive in the ever-evolving digital landscape.
Written By: Mayra Hernandez, Senior Project Manager @Myntr
