Mobile commerce is here to stay. With over 230 million smartphones and 327.2 million people in the U.S. shopping mobile alone, now is the time to optimize your e-commerce channels for mobile web browsers and devices. Not using mobile optimization means you are shutting out approximately 50% of your potential sales, and no one with realistic expectations about their future in business can afford to ignore that pertinent statistic.
E-commerce businesses live and die by their sales revenue, and if you want to ensure you keep earning you need mobile optimization. This isn’t the only reason you want everything on your site mobile friendly though. Your site’s User Experience (UX) will make or break every mobile sale, and if you don’t create a superior mobile UX via your site design and operation you are losing sales. How much of a difference does mobile optimization make to UX? Here are some excellent reasons why you need to be a small screen friendly to maintain high UX and high sales revenue.
Over half of all mobile users bounce from a site viewed on their device if it’s loading time is over 3 seconds? If your site isn’t optimized to load fast on mobile devices, it’s killing your UX and costing you traffic. Work with your web developer or evaluate your mobile site load time on an independent website. Keep it at 3 seconds and under for that ideal UX.
The more taps it takes to buy something, the longer a customer may have to reconsider or decide not to buy after all. This is a completely controllable aspect of UX, and you need to go through your checkout process and ensure you keep every transaction via mobile device small minimum taps per transaction.
Keep your most important information relevant to purchases and customer inquiries “above the fold” (visible when the page first loads). Focus on keeping 70 percent of your most critical information on the first page, and keep the other 30 percent a scroll or two away. This is especially important if your e-commerce business depends heavily on search engines that redirect to your site from search results.
Large blocks of information, irrelevant images, and other visual junk presents when your page loads are hamstringing your potential sales. Few potential customers looking for what you sell will stay on your site if they can’t find the information they’re looking for when the page loads. Keep 70 percent of the good stuff above the fold, and you will provide the UX mobile shoppers have come to expect.
Product pages are the hot spots of customer activity when they are looking to buy. If they can easily see all relevant information right on the product page via their mobile device, you’ve got the UX set up just right. If they have to rotate their screen, pinch to zoom in or out or go out of their way to see product information on their display, you’re killing their UX. Here are some quick tips to avoid this issue:
-Use a single column or two columns for product lists that lead to product pages.
-Stick to the most critical information on product pages. Unrelated reviews, recommendations, icons, and too many mobile adaptations to cram information onto the page just destroys the UX.
-Make your product page navigation simple and easy to use, but ensure your shoppers aren’t clicking the back button to review previous product pages. Most mobile-friendly e-commerce sites use a list that scrolls for previously viewed products below the fold at the end of the product information.
-When possible, do not load zoomed images in new windows after a shopper clicks on an image. This is a great way to frustrate them enough that they just go somewhere else.
Design and products may attract initial attention and garner clicks in e-commerce. It is the site UX, especially on mobile sites, that closes deals and brings in those purchases. Mobile web optimization may be a little time-consuming at first, and you may need to rethink some of your prior design choices and processes.
At the end of the day, optimizing for mobile is essential to maintaining a strong e-commerce site that earns and continues to grow. If you haven’t already, start talking to your web development and marketing people now about adapting your current system to put greater emphasis on UX. With time, you will see your sales rise, returns slow, and your online reputation grow.
Mike Patel is the Founder and CEO of ioVista, a leading digital commerce agency specializing in eCommerce solutions. With a strong background in business and technology, Mike Patel has been at the forefront of driving digital transformations for businesses. He has successfully navigated the ever-changing landscape of eCommerce, helping companies leverage the power of online platforms to grow their brand, increase revenues, and optimize their digital presence. Under his leadership, ioVista has become a trusted partner with major technology companies: Adobe/Magento, Google, BigCommerce, Shopify, and Yahoo. He is dedicated to staying ahead of industry trends, adopting cutting-edge technologies, and continuously improving strategies to provide clients with a competitive edge. Mike’s commitment to excellence and client satisfaction is evident in every project ioVista undertakes.
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ioVista
We firmly believe that the internet should be available and accessible to anyone, and are committed to providing a website that is accessible to the widest possible audience, regardless of circumstance and ability.
To fulfill this, we aim to adhere as strictly as possible to the World Wide Web Consortium’s (W3C) Web Content Accessibility Guidelines 2.1 (WCAG 2.1) at the AA level. These guidelines explain how to make web content accessible to people with a wide array of disabilities. Complying with those guidelines helps us ensure that the website is accessible to all people: blind people, people with motor impairments, visual impairment, cognitive disabilities, and more.
This website utilizes various technologies that are meant to make it as accessible as possible at all times. We utilize an accessibility interface that allows persons with specific disabilities to adjust the website’s UI (user interface) and design it to their personal needs.
Additionally, the website utilizes an AI-based application that runs in the background and optimizes its accessibility level constantly. This application remediates the website’s HTML, adapts Its functionality and behavior for screen-readers used by the blind users, and for keyboard functions used by individuals with motor impairments.
If you’ve found a malfunction or have ideas for improvement, we’ll be happy to hear from you. You can reach out to the website’s operators by using the following email
Our website implements the ARIA attributes (Accessible Rich Internet Applications) technique, alongside various different behavioral changes, to ensure blind users visiting with screen-readers are able to read, comprehend, and enjoy the website’s functions. As soon as a user with a screen-reader enters your site, they immediately receive a prompt to enter the Screen-Reader Profile so they can browse and operate your site effectively. Here’s how our website covers some of the most important screen-reader requirements, alongside console screenshots of code examples:
Screen-reader optimization: we run a background process that learns the website’s components from top to bottom, to ensure ongoing compliance even when updating the website. In this process, we provide screen-readers with meaningful data using the ARIA set of attributes. For example, we provide accurate form labels; descriptions for actionable icons (social media icons, search icons, cart icons, etc.); validation guidance for form inputs; element roles such as buttons, menus, modal dialogues (popups), and others. Additionally, the background process scans all of the website’s images and provides an accurate and meaningful image-object-recognition-based description as an ALT (alternate text) tag for images that are not described. It will also extract texts that are embedded within the image, using an OCR (optical character recognition) technology. To turn on screen-reader adjustments at any time, users need only to press the Alt+1 keyboard combination. Screen-reader users also get automatic announcements to turn the Screen-reader mode on as soon as they enter the website.
These adjustments are compatible with all popular screen readers, including JAWS and NVDA.
Keyboard navigation optimization: The background process also adjusts the website’s HTML, and adds various behaviors using JavaScript code to make the website operable by the keyboard. This includes the ability to navigate the website using the Tab and Shift+Tab keys, operate dropdowns with the arrow keys, close them with Esc, trigger buttons and links using the Enter key, navigate between radio and checkbox elements using the arrow keys, and fill them in with the Spacebar or Enter key.Additionally, keyboard users will find quick-navigation and content-skip menus, available at any time by clicking Alt+1, or as the first elements of the site while navigating with the keyboard. The background process also handles triggered popups by moving the keyboard focus towards them as soon as they appear, and not allow the focus drift outside of it.
Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
We aim to support the widest array of browsers and assistive technologies as possible, so our users can choose the best fitting tools for them, with as few limitations as possible. Therefore, we have worked very hard to be able to support all major systems that comprise over 95% of the user market share including Google Chrome, Mozilla Firefox, Apple Safari, Opera and Microsoft Edge, JAWS and NVDA (screen readers), both for Windows and for MAC users.
Despite our very best efforts to allow anybody to adjust the website to their needs, there may still be pages or sections that are not fully accessible, are in the process of becoming accessible, or are lacking an adequate technological solution to make them accessible. Still, we are continually improving our accessibility, adding, updating and improving its options and features, and developing and adopting new technologies. All this is meant to reach the optimal level of accessibility, following technological advancements. For any assistance, please reach out to
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