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Optimizing an ecommerce site for smartphones and tablets can be challenging for any professional business, but especially so for Fashion Retailers. The typical fashion store has an array of endless options in different styles, colours and sizes, and fitting these into a mobile-friendly site can be difficult. A recent analysis from product search engine Pricesearcher.com showed that between March and April 2017, a staggering 78.75% of consumers were shopping on smartphones and tablets, compared to just 21.25% using desktops. This statistic goes to show just how crucial it is to perfect your mobile-friendly fashion store – without addressing the key areas such as site design, functionality, and structure, you could be inadvertently turning customers away from your business. To prevent mobile optimization from being a laborious task, we have compiled the key steps to developing your ecommerce site into one fit for mobile customers.

One of the most important aspects to remember when creating a mobile version of your site is to keep it simple and stripped back. In this sense, less is more. Given the limited amount of space available on a screen, mobile or tablet platforms are not suitable for scrolling around in search of information. Detailed and unnecessary content should be left out of the mobile version of the site. This includes pop up windows, which can be an annoying distraction for users and will be difficult to navigate out of. Using a more minimal approach in the design of your mobile site will mean that key information will be easier to access for mobile customers.

Whilst the site’s theme or design should still be appealing to draw in consumers, the importance of functionality should be ranked above aesthetic design. People using your site on their mobiles will be looking for easy access to use whilst on the go. Manoeuvring around a site may be fine when using a desktop at home, but can be a pain when using your device on a commute or when out and about. Search bars, product filters and quick links to information such as nearby stores can be a huge time-saver for users. Another timesaving tip is to use a step-by-step purchasing process. In an interview for Retail Gazette, Optimizely UK country manager Marie Despringhere suggested that “by implementing a step-by-step purchasing process, displaying confirmations and making payment options such as Apple Pay available, mobile users will be more likely to complete the purchase on their mobile devices” [1]. Design considerations should also include fonts, which need to be large and clear; a poor font choice could lead to user frustration, and ultimately drive customers away.

One final key point that can be easily looked over is the fact that most devices are now touch screen with no or few buttons. Rather than using a mouse at a desk, customers must rely on the site being easy to touch and scroll their way through using their fingers. You should thoroughly check and test your site, and correct any mistakes before it goes live.

About the Author:
Ben Morgan is Head of Partnerships at Pricesearcher.com, a free unbiased price search engine that offers an ‘Always On, Always Free’ source of highly engaged shoppers that thousands of retailers are accessing for free and with zero development resource. With over 1 million monthly searches, Pricesearcher is currently indexing over 300 million products and is used by many well-known brands including Argos, PC World, Ao.com, Carphone Warehouse, Benefit, Mountain Warehouse, Curry’s, Mothercare, F. Hinds, Dreams and The Entertainer.

For more information visit www.pricesearcher.com

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