The Secret to a Good Mobile Website for Retailers
If you’re a retailer without a mobile presence, you’re falling behind—as of last year, 83% of top retailers were already providing at least one mobile offering, and those numbers have only continued to grow. In today’s smartphone society, ignoring the mobile device isn’t an option. It’s where your customers are. But to garner the best results, your mobile website needs to be more than a barebones version of your desktop one. It needs to be an easy way for your customers to find what they need and check out. Does your mobile website fit the bill? Here’s how to tell. Below, take a look at the keys to a good mobile website for retail brands.
1. Make Your Location and Hours Easy to Find:
According to a Google survey published this summer, “90% of smartphone shoppers use their phones to research before going shopping, in particular, to check location and opening hours of the store.” This means a big chunk of your mobile audience will be local customers, looking you up and going to your site with this particular goal: To find your location and hours. Make that information easy to find, the way Tweed Baby Outfitters in Nashville, Tennessee does right on its homepage:
1. Make Your Location and Hours Easy to Find:
According to a Google survey published this summer, “90% of smartphone shoppers use their phones to research before going shopping, in particular, to check location and opening hours of the store.” This means a big chunk of your mobile audience will be local customers, looking you up and going to your site with this particular goal: To find your location and hours. Make that information easy to find, the way Tweed Baby Outfitters in Nashville, Tennessee does right on its homepage:
2. Include a One-Click Call Button:
Your mobile site should be built for mobile visitors. A person on his or her smartphone might want to call you from your site. Unlike when visitors come to your desktop and can jot down or copy/paste your number, on-the-go users benefit most from immediacy. Include a click-to-call button, the way Chicago’s Burdi Clothing does on its mobile site—from the contact page, visitors click the phone number, and it becomes a link to click and call.
Your mobile site should be built for mobile visitors. A person on his or her smartphone might want to call you from your site. Unlike when visitors come to your desktop and can jot down or copy/paste your number, on-the-go users benefit most from immediacy. Include a click-to-call button, the way Chicago’s Burdi Clothing does on its mobile site—from the contact page, visitors click the phone number, and it becomes a link to click and call.
3. Optimize for Search:
The same rules that apply for desktop websites apply to mobile ones, at least when it comes to search engine optimization (SEO). If a customer can’t find your business in search, he or she might not find your business at all. Think about relevant keywords customers might type into search engines to try to find a business like yours, and work them into your Web content strategically.
The same rules that apply for desktop websites apply to mobile ones, at least when it comes to search engine optimization (SEO). If a customer can’t find your business in search, he or she might not find your business at all. Think about relevant keywords customers might type into search engines to try to find a business like yours, and work them into your Web content strategically.
4. Consider Various Mobile Devices:
Building a mobile website doesn’t mean building an iPhone website or an Android website or Samsung Galaxy Y. You need a mobile site that works across various mobile devices, and this involves testing. One great way to test across different devices is by going to http://mobiletest.me. Type in a web address at the top, and click the device on which you wish to view it. MobileTest.me gives you a replication of how that site would appear on the given device. Here’s an example with Amazon.com on the iPad, for example:
Building a mobile website doesn’t mean building an iPhone website or an Android website or Samsung Galaxy Y. You need a mobile site that works across various mobile devices, and this involves testing. One great way to test across different devices is by going to http://mobiletest.me. Type in a web address at the top, and click the device on which you wish to view it. MobileTest.me gives you a replication of how that site would appear on the given device. Here’s an example with Amazon.com on the iPad, for example:
5. Integrate with Social Networks:
The Internet is interactive, but too many brands forget this and dwell as online islands, independent of everyone else. When you neglect to link your site with social networks, you miss out on key opportunities for promoting your products and finding new business. That customer buying your lawn mower might want to share it with his or her friends on Facebook, sending new business your way. Look at the way Target’s online catalog looks, for example:
The Internet is interactive, but too many brands forget this and dwell as online islands, independent of everyone else. When you neglect to link your site with social networks, you miss out on key opportunities for promoting your products and finding new business. That customer buying your lawn mower might want to share it with his or her friends on Facebook, sending new business your way. Look at the way Target’s online catalog looks, for example:
Rather than ignoring social networks, follow Target’s example and incorporate them. Add sharing buttons to your product pages. Add “Facebook Likes” to your site. And even beyond your own mobile website, go out and be active on social networks yourself, the way all the big brands like West Elm and Home Depot and L.L. Bean know to do.
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About The Author
Kristen Gramigna is Chief Marketing Officer for BluePay, a credit card processing firm, and also serves on its Board of Directors. She has more than 15 years experience in the bankcard industry in direct sales, sales management and marketing.
Kristen Gramigna is Chief Marketing Officer for BluePay, a credit card processing firm, and also serves on its Board of Directors. She has more than 15 years experience in the bankcard industry in direct sales, sales management and marketing.
