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How to Optimise Mobile e-Commerce Sales

online-sellerHow to Optimise Mobile e-Commerce Sales
As the number of adults (over the age of 16) with a smartphone peaks to 87% of the UK population, it follows that people will be using their devices to shop on the go.

Big businesses have cottoned onto the trend of selling via apps or mobile-adaptable browser windows, familiarising customers with a new purchasing experience and enabling you to take advantage of the trend.

Revenue in the e-Commerce market is projected to reach £80,675m in 2021, reflecting an annual growth rate (CAGR 2021-2025) of 3.47%: and an estimated 54% of these sales are via mobile. Yet Per Dynamic Yield, ‘Only 12% of consumers find shopping on the mobile web convenient’.

Search engines are doing what they can to boost mobile sales - in 2015, Google changed its SEO algorithm to optimise mobile-friendly websites, ranking them above desktop-limited - yet few e-commerce retailers seem primed to pounce upon the opportunity. Accessing a share of the revenue generated by mobile sales is easy, however, once you know how.
 

Increasing traffic to your site

Increasing traffic to your mobile site combines elements of search engine optimisation (SEO) along with a user-friendly mobile platform.

Search engine optimisation is a useful skill that can also boost sales on your desktop site, by listing your online store higher up the search rankings. There are three elements to basic SEO – title tagging, intuitive copywriting and a clear website structure.

Title tagging involves using clear, concise key phrases to head each page of your site: phrases that accurately describe the page’s function. These tags appear on tabs at the top of your browser screen, to help navigate between windows. Ideally, they should include key search terms (you can use tools such as Google Trends to compare keyword popularity).

Intuitive copywriting refers to accessible content that is written solely to meet the purpose of the webpage. Historically, marketers tried to jam-pack their content with keywords to score more hits for certain search terms – but this made for clunky, hard-to-read copy that didn’t really flow or address consumer queries. The best copy is mindful of the customer’s journey through the website, encouraging them to stay on the page by anticipating their needs and offering solutions.

Having a clear website structure ties together with title tagging and intuitive copy in that it makes for a site with distinct pages that are easily navigable. Read on for tips on how to make your site more user-friendly.  
 

Scoring higher customer conversions

  • Navigation

There are several ways to make your site easier to navigate. They centre on the concept of prime visibility – maximising content at the top of your landing page so your consumer has all the information they need upfront. Naturally on a mobile screen, space is even more limited than on a laptop or desktop computer.

One way to fit more into a smaller space is via accordions, or collapsible menus. These give easy access to site navigation panels, but are minimised as standard to give more display space to other prime content.
Another way to avoid cluttering up your site is to eliminate pop-ups and sidebars. Flashing adverts are distracting and pop-up windows can be difficult to close on a mobile device, if the exit button is small or obscure.

‘Call to action’ (CTA) buttons are a big priority. They allow your shopper to progress from one stage of the process to the next, and generally signal functions like ‘Buy’ or ‘Add to Basket’. By making your CTA buttons stand out (think big font, bright colours) your customer will be able to complete their purchase seamlessly. CTA buttons also ought to be located centrally on the screen, where they’re within easy reach on a mobile device.

A prominent search bar will also improve user-friendliness, with shoppers able to search for an item or category without scrolling through menus. This is particularly handy if they know what they want, as it filters out irrelevant search results.
 
  • Content

Content must perform an essential function in order to qualify for prime space at the top of your landing page. This will be your customers’ first impression of your brand, so make it count.

Long-winded product descriptions and brand backstories are unnecessary here – you want to be showcasing your best and brightest products, to the best of their advantage: that means crisp, high quality pictures and concise, eloquent descriptions. Cut back on heavy copy and instead use short, snappy language that summarises each product in a sentence.
 
  • Accessibility

‘The fold’ is known as the part of a webpage that is immediately visible upon loading, before scrolling down. It’s the prime real estate of your website – as discussed above. It’s likely that on a mobile screen your products won’t all be visible above the fold, so it’s important to prioritise your biggest sellers at the top.

The biggest impediment to your customer getting what they want, though, is loading time. According to an online-consumer survey, 40% customers abandon a website that takes more than 3 seconds to load. On mobile devices, the internet is often less reliable and shoppers more impatient, so consider using automated mobile acceleration solutions to speed things along.

One other trick to make purchasing as smooth as possible is a guest checkout option. Often, consumers are put off by having to register their details, especially if they’re shopping from their phone and have limited time. By implementing a guest checkout option, you’re removing one more obstacle from their path.

 
The most important thing in any business is a passion for what you do: the strategies above are simply the tools to help you realise your potential. By keeping your customer at the heart of every decision, you’ll soon find that optimising your site comes intuitively.
For more information about other aspects of e-commerce, check out our online seller content here.
 
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