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Mobile first is not a luxury but a necessity if your ecommerce business is to keep pace with the rapid growth in mobile use.
One in five people in the world own a smartphone and one in 17 own a tablet, according to BI Intelligence.
Revenues from mobile sales in Europe and the US continue to grow dramatically too. In the last four years they are up from 2.2% in 2010 and predicted to grow to 23% by the end of 2014, meaning transactions made on the go will be worth $101bn.
Research from Intelligent Positioning showed that mobile and tablet traffic is also set to overtake that from the desktop this summer.
Last year mobile traffic increased from 23% to 37% whilst desktop’s share dropped from 77% to 63% in the same year.
It found that over a third of all traffic is now coming from a handheld mobile or tablet device.
Finally, mobile devices are at a stage where technology meets and occasionally exceeds the expectations of the consumer.
Although not every retailer is offering a flawless and perfectly persuasive conversion bonanza when it comes to a mobile commerce experience, but most are now beginning to at least think ‘mobile first’ when it comes to ecommerce design.
Obviously the arguments for responsive or adaptive design can hardly be considered a trend as it’s a conversation that's been raging for a long while.
So let's tale a look at some other recent trends that may impact an ecommerce team’s mobile strategy.
The July update to the ecommerce section of our Internet Statistics Compendium has seen some fascinating additions from a wealth of resources.
As usual, we’ve collected what we deem to be the most interesting digital trends from the latest round of data across the web.
At the start of the year, retailer John Lewis announced some impressive year on year sales figures, along with the revelation that more than three quarters of its site traffic on Christmas Day came from mobile devices.
Its profits continue to look very healthy, and mobile is an ever growing proportion of its sales.
So what is it that John Lewis is getting right with its mobile strategy? And what lessons can we learn in order to apply to our own?
These are some of the elements that John Lewis delivered on.
It’s not just about driving footfall to an offline store anymore, when it comes to mobile commerce the big winners are the brands achieving conversions there and then on a mobile device.
Here we’ll be presenting a selection of ecommerce stores excelling at the mobile experience and ensuring a frustration free shopping experience on the small screen.
What will we be looking out for?
As our own Ben Davis discussed in 14 features of great mobile commerce design, here are some of the tools and features that can best aid mobile shoppers:
This is a call to all restaurants, chain or non-chain: having a mobile optimised site is an absolute must for driving the ravenous hordes through your doors.
Whether it’s a separate mobile-site, a responsively designed site or an adaptive one, if you want to capture the attention of the empty stomach as it wanders the street getting progressively more hungry-angry (hangry) then you have to provide a decent mobile presence.
Other restaurants may not necessarily be better than yours, but will they will beat you in the dinner rush if your website remains in its desktop form.
You don’t need a fully featured work of creative genius, just a simple, functional, easy-to-read, easy-to-navigate site that puts the most vital information to the fore.
Personally I believe the most necessary information or features that a restaurant’s mobile site should provide are as follows:
Mobile, social and the Internet of Things are transforming the trajectory of the customer journey.
The straight shot from discovery to checkout no longer exists. Instead, it has been replaced by a zigzagging, interwoven path of touchpoints, screens and interactions.
Obviously I’m biased. I buy a lot of records. I write about music on a daily basis. I’m a sucker for online shopping. Therefore Norman Records hits my sweet spot.
There are plenty of other record stores out there that have a perfectly acceptable online presence, but most are in dire need of a responsive design, and none of them are as unique, personality-filled and containing quite as many brilliant idiosyncratic features as Norman Records.
This isn’t intended as a niche post that’s only relevant to the vinyl obsessed out there, I’m covering this store because there’s so many features and lessons here that any ecommerce site can learn from.
The move from the old site to a newly responsive one was not without it challenges. I talked to Norman Records directors Phil Leigh and Nathon Raine yesterday and their opinions and access to stats are scattered throughout this review.
How big is Chinese ecommerce going to be in three to five years? McKinsey & Co. has produced a report suggesting that the market will be between US$420bn and US$650bn by 2020.
At the start of a new year analysts like to predict trends for the year ahead. When 2014 began there was a slew of predictions about the ecommerce landscape in China.
Now that it’s half way through the year I want to share with you some trends that are driving ecommerce in China. I’m going to look at how these trends have developed using some of the insights predicted by Chinese analysts.
The importance of responsive or adaptive design for any site, let alone ecommerce, has long passed the point where the value of it can be argued.
Google explicitly states that it will rank sites that are mobile friendly higher than those that aren’t. For the consumer on the go or away from the desktop, it’s an absolute must that your site is accessible and readable, with simple navigation, easy checkout and visual clarity.
Which ecommerce sites are doing the above, but also providing something more? Here are 14 inspiring examples below.
Once you’ve finished, download our excellent Mobile Web Design and Development Practice Guide for practical advice on design and development for mobile, while dissecting the technical challenges and commercial implications of the key mobile site development options.
A few years ago businesses could be forgiven for their failure to react quickly enough to the massive shift to mobile technologies, as it was difficult to predict just how big an impact smartphones would have on the customer journey.
However new research from Econsultancy and Adobe shows that even now many companies still haven’t implemented an effective mobile strategy.
In fact only a third of respondents (36%) agree that they have a mobile strategy compared to 45% who disagree.
The Finding the Path to Mobile Maturity Briefing provides data and insights for those wishing to benchmark their own activities around mobile, and to elevate the importance of related business initiatives within their organisations.
The report is based on a global survey of 600 client-side and agency marketers carried out in March and April 2014.
Here are three key findings:
What makes for a lovely experience on a mobile commerce site?
Mobile is undergoing big change and still in the area of design testing and optimisation.
Companies, although finally on board with the idea of the smartphone as assisting sales and driving footfall in store, are of course trying to increase conversion and checkout on the mobile itself.