Creating a website that works well both on mobile devices (of varying screen resolutions) and desktop computers does incur additional costs, but the cost of lost opportunity far outweighs that of the cost of accommodating mobile devices - especially considering the rapid growth of mobile adoption in the coming years.
Most of the time when a customer visits your mobile website, they are not there to peruse all of your products or services. They are on your mobile website for a specific purpose such as comparing your price to a competitor’s, looking for your address or phone number, or checking your brand’s consistency across online and offline channels from one of your physical locations. Providing the information they’re looking for with with intuitive navigation and a fast loading mobile site is the first step towards building a business relationship
Users are looking to your mobile site or app as either a complementary feature or main pathway towards making a conversion. If you can effectively offer your products or services and establish a brand identity via mobile, your potential customers are more likely to make a purchase. Even if most of your actual conversions are not from mcommerce, your mobile channels can provide a streamlined and more memorable buyer journey for your customers.
70% of users will access a mobile site or app to find out more information about a purchase, and nearly 50% of them will do that while they are in-store shopping. An inconvenient mobile marketing experience leaves the door open for your competitors, which could lead to you losing potential customers who are already browsing your products in one of your stores.
Users who are looking to make a purchase expect mobile pages to load in less than 3 seconds. However, 85% of full-site mobile pages take 4.8 seconds or longer. By making your brand more than just a nice looking mobile site, but also one that loads quickly on checkout pages, your users will remember and utilize your mobile site often, which will increase your overall ecommerce sales.