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Ecommerce Conversion Rate Optimization in a Mobile Era

by J Toral
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Mobile eCommerce (“mCommerce”) has been increasingly accelerating in its prevalence across the Retail Landscape. In 2020 over 79% of U.S. smartphone users (that’s roughly 182 million people) have made recent purchases using their mobile devices. Additionally, over 80% of Shoppers use their mobile devices while shopping at physical store locations to supplement their retail experiences. Mobile shopping isn’t going anywhere and will likely soon be a primary method of shopping for most consumers. These trends are exactly why focusing on your retail website’s mobile-first conversion rate optimization approach is now paramount to any eCommerce success. Here are a few Concepts to get you started:

I. Consider how users interact with mobile websites.

Unlike using a desktop browser, the mobile experience is in portrait mode. This difference means that more attention and thought need to be given to the various elements of your website like button and link placement, image resolutions, layouts, loading times, pop-ups, and more from a visual and functionality perspective. User experience needs to be comfortable and not frustrate your eCommerce website visitors less they click away. A comfortable browsing experience it doesn’t frustrate website visitors yields more engagement and repeat customers. This kind of approach also prepares your website for the upcoming Google SEO update, dubbed page experience.

II. It’s time to lean into a mobile-first approach When developing your pages.

There is a shift happening and has been happening for a while and how the public-at-large approaches the internet. They’re still an ample amount of desktop users, especially during work hours. Overwhelmingly, however, mobile internet use is tipping the scales. In 2016, For the first time, desktop devices accounted for less than half of all internet traffic! The 2020 Global events have accelerated the transition to mobile, especially with activities like shopping. Internet user behavior is changing, and that means website managers need to catch up. If you haven’t done a rebuild or an update in a while, now is the time – but consider doing it backward. Start with a mobile version of your website, and then we work it into a desktop version as its complementary component. This approach will help figure out which order to load your elements in, avoid unnecessary scripts, and improve the overall efficiency, all of which affect your website visitor experience and your conversion effectiveness.

III. Lean into technical tricks that help you optimize

First, consider using one of the many already optimized website layouts available for free and for purchase across the different website building platforms. However, if that’s not your flavor, don’t sidestep some of the more critical practices in the mobile era. Pay attention to and use of applications like lazy loading big assets, setting up screen resolution breaking points, integrating popular and secure autofill check at options, and giving higher priority to optimizing your product pages over your main landing website. Your goal should be to enable people to find what they are looking for quickly, load your website seamlessly and without headache, and finalize customer purchasing without unnecessary extra steps. This approach makes your customers, the Google search algorithm, and your bottom line happy, a win-win all around.

Lastly, be strategic about where you focus your efforts. While mobile eCommerce also includes the use of tablets, pay attention to your website’s analytics, and you will likely discover that this type of device use is not as popular and doesn’t garner as much of a demand from website visitors. At the same time, emerging platforms like crypto DeFi payment options are picking up traction, so they might make sense to consider in the future.


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