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Three common mistakes on mobile sites and how to fix them

Michelle Seges, Nextopia

In order to succeed, retailers need to understand what shoppers want, and apply it to their mobile sites. If a mobile destination is faulty or difficult to use, it will quickly be abandoned. Consumers want a simple, clean website that fits to the screen of any device and offers a convenient shopping experience. Improved mobile strategies should be a core component of every business strategy. Below you will learn about the three most common mistakes retailers make on their mobile sites, and discover how to avoid them!

  1. Mobile site is difficult to navigate through

    When developing a mobile site, retailers often do not realise how difficult it can be for consumers to navigate on smaller screens. This results in confused shoppers leaving the site and rarely returning. To avoid this unfortunate outcome, ensure you use a mobile optimised tool that simplifies navigation through your mobile site. Your navigation tool should allow you to create categories and subcategories. It’s crucial to have these categories organised and easily able to both expand and collapse on the home page. This allows for less clutter, and faster conversions.
  2. A bulky search tool that doesn’t function properly

    Consumers use mobile sites because of the convenience they provide. They are used on the go and in the moment. For this reason, it is essential to invest in a robust search tool that will reduce search time and find precisely what the customer is looking for. In addition, search and navigation tools should be clearly visible on every page of the site and optimised for mobile use.
  3. Not taking advantage of simple merchandising tools

    It is difficult to tap into the mind of a consumer. As such, it is crucial to invest in a search platform that offers merchandising tools. Here are some simple tools that go a long way:
    • Synonyms: Speak your customer’s language. If someone searches “sweaters” but a site only recognises “sweatshirts,” a “No Results Page” will appear, resulting in abandonment.
    • Word replacement: If a visitor is searching for a Rolex watch not stocked by your website, don’t give up there! Direct them to a different brand of watches that is similar to Rolexes.
    • Redirects: As retailers, you want to avoid the “No Results Page” like the plague. Instead, redirect the user to a different page. Chances are you have what they are looking for.
    • Product recommendations: Display complementary products that the user may find valuable. Use this cross and up-sell technique to enhance a user’s experience by displaying complementary products that they might love.

Simply having a mobile site is not enough, especially since consumers expect the same level of customer experience as on a desktop website. It’s worth investing in a robust search & navigation tool that has the ability to tackle the problems that your mobile site faces.

Key takeaway

Streamline your website and invest in a robust search tool to make it as easy to navigate as possible.