Maybe your business website was designed before mobile ecommerce become popular. Maybe you recently added ecommerce to your site. Either way, your website traffic will improve when it’s designed with the mobile user in mind. As of 2021, over half of all website traffic came from mobile devices. The growth rate has been rising steadily for the last 5 years, and will continue. WebFX says over 60% of consumers plan to use mobile devices to make purchases from mobile-friendly websites. Further, 52% of all PPC (pay per clicks) come from mobile devices.

Mobile First

But don’t dismiss the importance of PCs and laptops. PC users still account for almost 50% of website visiting. Studies show that visitors spend more time on a website when using a desktop and click through to more of its pages. Further, desktop traffic is still dominant for certain industries. Forbes says visitors on games, entertainment, finance, education and science websites prefer desktop engagement. While this usage pattern will likely migrate to mobile in the future, don’t overlook today’s practices. Even if mobile conversions surpass desktop conversions, the market will still be huge for desktop.

  • What makes a good mobile first website?
    • Clean design: Attractive mobile sites draw visitor attention to their products immediately. No complicated background design, no long paragraphs about the company. Beautiful photos with a few well-chosen descriptive words will let visitors know if your products are a good match for their needs. Big buttons and other navigation tools take visitors to further information and an easy order process will keep the visitor interested.
    • Careful messaging: Product or service descriptions are important, and so is giving information that informs the visitor about your expertise. Show how the product will solve their problem or enhance their life. Explain the value of your business and products. This might include guarantees, easy shipments, and social proof examples.
    • Keep load times fast: Simple, clean background designs help speed load times. Use compressed images and minimize the use of custom fonts. You’ll want to use your logo, of course, but in general, simple is better. If you use signup pages for customers, keep them to a minimum. These can slow down the website and may cause a visitor to abandon the site. Configure your website to take advantage of browser caching to allow the device to remember your page, which will make it quicker to load the next time a visitor accesses it.
    • Optimize the shopping and checkout experience: Careful placement of buttons can make it easy to complete a sale.
      • Since most people use their thumbs to navigate, make sure the buttons are large enough and close to the edge of the screen.
      • Offer a “guest” visitor option as well as an account sign-in option.
      • Offer a “save for later” or “wish list” option for visitors to save items for later.
      • Include a “progress” bar so customers know how many steps a completed sale requires.

Read our blog, Convert Website Visitors into Loyal Customers, for more information about a smooth purchase experience.

  • Good for Google: Google’s Mobile First index gives optimized mobile websites a boost in search rankings. Your website designer will look at the many technical factors Google uses to rate your site. You can control things like making sure the content on your mobile site and the desktop site is the same, using high resolution images and making sure the metadata is the same for desktop and mobile sites.
  • Know mobile user behavior: Plenty of distractions can cause mobile website visits to be cut short, such as incoming texts, emails or other outside events. Using appealing visuals will help keep users engaged. Consider making them shareable to increase future traffic.

Mobile usage will continue to grow for B2B and B2C traffic. Ecommerce mobile websites will continue to evolve, making purchases as easy and fast as possible. You’ll want to design your website to take advantage of that increased traffic. But be sure to keep your desktop site current, as well. The market for desktop website sales is still huge, and depending on your industry and target market demographic, may be here to stay.

For help with your small business website, contact us. We design and update websites that run flawlessly.