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“When going mobile, consider responsive design to provide a better shopping experience on all devices, from tablets to smartphones.”

Mobile device usage is speedily overtaking the traditional internet search on a desktop or laptop. Today, customers are more likely than ever to search for your business site across a range of devices.

“While I don’t think the desktop is ever going to go away entirely, there’s been a huge acceleration in mobile usage that we should all take note of,” says Jack in the Box digital marketing agency director Scott Robinson.

Robinson says businesses that fail to optimise their websites for mobile risk losing a considerable portion of potential customers.

It’s all about giving customers the best possible experience, and not optimising your website is the equivalent of standing outside your brick-and-mortar store and turning away every third person trying to get in, he says.

Improve the customer shopping experience

When going mobile, consider responsive design to provide a better shopping experience on all devices, from tablets to smartphones, so that you’re meeting the expectations of all online mobile shoppers, advises Robinson.

A responsive site reacts to changes in different configurations to ensure text and images are the appropriate size on all devices available.

“It’s the easiest way to future-proof your site because your site has certain break points, say going from a large desktop, to a laptop, to a mobile desktop. Certain screen widths dictate how a site would react to that user.”

Responsive design is also easier to manage as you won’t need to cope with separate websites with separate content.

Keep track of your online traffic

Once you’ve gone mobile, you can’t simply forget about your new platform. This is why data is so important. Having a tool to measure the effectiveness of your website will show you where most of your traffic is coming from, says Robinson.

Measurement tools such as Google Analytics come to mind, says Robinson. Google Analytics can gather advanced analytical data to help your team recognise the behaviours of your customers, and identify whether you have problems with your store.

“For example, if you find you’re losing 50% of people on cart abandonment, and 80% of those people are on mobile, perhaps there’s something wrong with your engagement on mobile at that critical point of purchase,” says Robinson.

These statistics quickly tell you if you have a substantial number of users accessing your website via mobile devices and help guide your thinking as you develop ways to ensure customers can transact easily with these devices.

But if you’re failing to track the site’s traffic, it’s no different to having a physical store and forgetting to ask your front line staff about your customers’ buying habits.

“That’s something any business owner would do in a brick-and-mortar store. It comes back to having good statistical data and making sure to examine it.” 

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