As retail evolves and transforms, it can be hard to keep up. From BNPL to AI, there are so many trends that retailers should understand, that sometimes the bigger details are left pilotless. However, maintaining a strong and resilient mobile site is a key element that every e-commerce professional must master. Here are four ways to optimise a retail mobile site for 2020.
Define a Clear CTA
A Call to Action (CTA) is one of the most significant parts of an e-commerce platform. Whether it’s an ‘Add to Cart’ button or ‘Submit’ action for a form, without a clear indicatory action, your customer may be left confused and leave the site. TO action this, define the CTA in a colour that’s easy to determine – blues, reds and greens are great options as long as there aren’t these colours throughout the page. Use terms that are crystal clear for the user, so that the button doesn’t scare them away. Using terms like ‘Buy Now’ may seem like an alternative to ‘Add to Cart’ but some users may believe they will make a purchase without going through the required steps, which can make them hesitant to follow through. The key is to keep it simple and straight-forward.
Make it Easy to Read
When a customer is scrolling through an e-commerce site on their phone, the last thing they need is to try and understand what they’re reading. Using a font that is eligible and easy to read is the key to great UX – using something non-cursive or with embellishments are far easier to read than those with them. Another tip is to increase the size of the font to 14. This makes it easier to read without needing to zoom in. If you’re still not sure, imagine that the font you’re using is at an arm’s distance. Too hard to read from there? Then you’ll need to reconsider your font.
Avoid Draining the Battery
The last thing a customer wants is to make a purchase search through your mobile site only to have the phone die from a drained battery. When optimising a mobile site, understand that every choice made for the site can affect the user’s phone. In 2018, Google admitted that they’d made a mistake for mobile creators. Since Google’s Material Design initiative started, it encouraged designers to use white as their primary colour for all apps and interfaces – wrong move. Every colour that a retailer uses on their mobile site will have an impact on the user’s battery life. See below for a brief breakdown.
Talk in Sound Bites
When reaching a potential customer, it’s important that the retailer gets the information across without sounding too wordy. The simpler, the better. This also applies to mobile optimisation. A site that has too many words plastered on the screen will come across as confusing and may prompt the user to abandon the site altogether. There are a few simple titles that a retailer should include on its site for optimum effect on the consumer. These include:
– Title (eg. Bob’s Store)
– Mission statement (eg. Couldn’t get a better price if you tried!)
– Banner with Slogans/Sales/etc (eg. Quick! 50% off EVERYTHING!)
– CTA (eg. Shop Summer furniture)
– Contact details
Keeping it short and punchy will capture the audience’s attention and hook them in so they make a purchase. Make sure you use language that entices them, such as FOMO marketing.
Mobile is quickly becoming the leading way for consumers to make a purchase online. When creating a site that’s made to stand out and capture the attention of the Australian consumer, it’s better to stay ahead of the game than to fade into the background.
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