Getting Your Share Of The eCommerce Pie

Selling to consumers is as old as mankind itself. From the beginning, there was always someone who had something that another person would be willing to first barter or trade for and later to pay monetarily for. In the 21st century, the basic equation hasn’t really changed much at all. Only the means of which we engage the potential buyer to entice them to make a purchase,,, from YOU!

Today, eCommerce stores are gobbling up the market share more and more each year. The growth of global ecommerce is mind-boggling. In 2017 it reached around $2.3 trillion and is expected to hit $4.5 trillion in 2021 (according to a Statista report). In the US alone, ecommerce represents almost 10 percent of retail sales, a figure that is growing by nearly 15 percent each year.

As much as 11 percent of online shoppers now shop online via their smartphones on a weekly basis, and 35 percent say it will become their main purchasing tool. Around 39 percent of online shoppers use social networks to get inspiration for purchases. It is this portability and the ease of accessing data and social information that is driving the ability of online retailers to target specific audiences.

But reaching that audience is only the first step, granted it is probably one of the most important steps needed to be taken by any online-retailor, but it’s still only a step. Once you get them to visit your website, you need them to “Want” to purchase from you. How do you do that? Well, that my friends is the question. The answer will either make your bottom line, or the failure to know the answer will cause your store to ultimately fail.

1st. Getting them to your store. It’s common knowledge that mobile browsing exceeds desktop. This long-awaited inversion is due primarily to the proliferation of devices. As the Pew Research Center found, the typical American household contains around four connected devices, and these devices usually include a personal smartphone, which in most cases is fused to the person’s hand as they go about their “Now” normal daily activities. However, even though more people are browsing on mobile … Browsing Does Not Equal Buying!

One of the reasons mobile sites are not converting into sales is still the learning curve of bringing the mobile experience up to that of which a person who is accustomed to using a desktop or laptop device experiences the design aspect that the store’s owner wants them to have when they get to their online store. For the most part, this design aspect is not seen as well on a mobile device. Even those with “Responsive Design” styles built in, you still cannot get the visual design impact that is seen on a desktop or laptop device versus a mobile view.

Good Mobile design is achieved through two main paths.

First, you start with a full-screen desktop experience and trim down for screen sizes through a process known as graceful degradation. Along the second, you begin with the smallest, most foundational elements and work your way up.

The second process is known as a progressive enhancement or adaptive design. The basic premise of this is to design the facing programming so that it works on absolutely every conceivable platform. First, the HTML, programming foundation is created. Then additional styling and functionality via CSS and JavaScript, are added as the browser and screen sizes allow.

Page load times on mobile are a must. Too often a basic mobile design maintains the aesthetics of its desktop counterpart, which originally was the main goal, but in many cases, it fails to optimize behind-the-scenes elements that unnecessarily eat data. The result is a beautiful experience that visitors pay for in lengthy load times.

Not only do nearly 60% of Google search results now come from a mobile device, just this month Google officially announced that “starting in July 2018, page speed will be a ranking factor for mobile searches.” All this means …The costs of slow load times add up fast. You will be penalized in the overall ranking algorithms!

All the above are important but research data has shown that 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. This being said, while the final purchase may not be made on your mobile device. Allowing the online shopper to easily find the product they are searching for on your mobile store allows them to compare prices and if your overall price and more importantly the mobile shopping experience you provide them with the more apt they will be to make a purchase from your store, time and time again. Research also states that those who do their online research, while many may make the final purchase in the store. The same percentage of shoppers are using mobile to compare prices but go to the physical store to handle the items they are interested in. So, they can get a “Hands-On” feel for what they are going to spend their money on. Then they just may make that purchase on line after all, especially if they do not want to contend with long lines, which makes waiting to make your purchase an issue they do not want to deal with.

So, there you have it. If you would like to get an impartial analysis of just what your mobile presence is doing, or NOT doing for you. Give the mobile design experts at Black Arrow Marketing a call and let them enable you to get your fair share of the eCommerce pie for 2018! Call today at 1-888-225-4780.