As technology evolves, more and more of the platforms we use every day are turning mobile-friendly; or in some cases, mobile-only. 2.71 billion people own smartphones in 2019 and Google prioritizes mobile-friendly sites, which means it's essential that e-commerce companies optimize for mobile.
A mobile website and/or app has an entirely different feel than a traditional desktop website. Many larger e-commerce brands, such as Target and Urban Outfitters, are updating their desktop sites to include smartphone-friendly features, such as a hamburger navigation menu (the three-lined button near the top that opens up a side menu), to create a more fluid transition from desktop to mobile.
For fashion e-commerce brands, the most important thing to keep in mind is a simple truth - the person viewing your site is mobile. They are expecting an entirely different and simplified experience than what they would expect to bring up on a desktop. On mobile, users are looking for a few key pieces of information: a map of your store locations, a customer service number, and, for fashion e-commerce companies, the most direct path to get to the article of clothing they are searching for. What they aren’t looking for is company information, your philosophy on your clothes, or even your latest press release.
With that in mind, here are a few tips for optimizing for smartphones:
Remember optimizing for smartphones is all about the experience. You want to generate a simple and straightforward path that still invokes an in-store experience as closely as possible. Except it’s now available in the palm of your hand.
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