The big post-turkey shopping day is fast approaching and chances are you’re already preparing your e-commerce site for Cyber Monday. But what are you doing to optimize the shopping experience for your mobile users?
Fourty three percent of the top 100 brands surveyed by the Internet Advertising Bureau do not have a mobile-optimized site. And those that do need to better understand the mobile customer experience and mobile user behavior. The “on-the-go” environment, task-at-hand and physical device constraints all differ, often dramatically.
Even with little in the way of best practices in this nascent channel, we still know that users are looking for a site or an app that loads quickly, displays clearly, is easy to find, easy to use and includes location-based features when appropriate.
So how can you make the most of your mobile initiatives as part of your Cyber Monday prep? Here are some tips to get you started, whether you are optimizing mobile web content or native apps:
Just like with your desktop site, it’s important to understand your mobile audience and fortunately, your web analytics or testing data can tell you a lot about your visitors, such as:
Using this information, you can segment your audience and test the most appropriate content to them. You might do that by targeting them based on a single criteria or a combination. Here are some examples of how you could combine targeting criteria:
Stuck for ideas on what to test? Think about how to:
When you optimize for speed, measure your Key Performance Indicators (KPIs) including bounce rate, conversion rate, average order value, abandonment and compound metrics that look at multiple behaviors both within and across multiple visits. That way you’ll be able to understand the effect that speed has on your mobile KPIs before and after a test.
This article originally appeared in the July 2013 issue of CMSWire. You can read the original version here.