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Top 3 Mistakes When Building a Mobile Website

Posted on May 08, 2014 by MartMobi

Top 3 Mistakes to Be Wary of While Building a Mobile Website (And How to Avoid Them!)

As m-commerce continues to gain momentum —- 100% increase in revenue for e-commerce stores from a year ago – we’re finding that the focus on building out an exceptional user experience on mobile has become paramount for business owners. Recently, we asked MartMobi – one of our e-commerce partners — to identify some of the mistakes a merchant can make when going mobile, and how to avoid them. Here are their top 3 — so you can learn from their experience!

Trying to Force Fit the Website into Mobile

Many design and workflow paradigms that work exceedingly well on a desktop are counter productive in mobile. Mobile is a channel that will drive over 30% of traffic in the near future and should be given the respect it deserves. Using responsive web themes and expecting it to fit into a mobile device doesn’t cut it with the expectations of the new age mobile users. Studies have shown that responsive sites are 6X slower than a dedicated mobile site – because in tailor-made mobile interfaces the content (images, meta data, UI elements) is specifically built and optimized for a great user experience.

Our suggestion is go to with “adaptive design” that sends tailor-made content to the respective form factor of the requesting device. For example, code base (HTML/CSS) will be different for mobile and tablet variants. This will ensure that the end user is given the right experience that fits to the device form factor that is being used, taking into consideration the browser, network speed, location, device, etc. While there may be a concern by the merchants to build separate front-end code that has to be maintained, we believe that building a dedicated mobile site from the ground up will repay the merchants with increased brand perception, user engagement and conversions, as well as the ability to enable merchants with tools to engage with the mobile user.

Not Optimizing the Checkout Experience

According to a survey by Harris Interactive, 47% of mobile users have reported abandoning a purchase because the checkout took too long, and 85% of the responsive sites don’t have a mobile-optimized checkout. This is a major conversion killer. The design of the checkout has to optimize for the minimization of the number of fields a user has to enter during a purchase, and make it look snappy at the same time. Merchants should favor payment methods like Paypal and Google Wallet that provide “single click checkout” functionality.

Not Doing Real World Testing

The development team usually ends up testing their mobile sites in high-speed connections in their favorite and newest devices. But the long tail of devices, resolutions and OS versions make this a bad strategy. Mobile web design and development has to account for the huge variety of device types and network speeds in which the end user will be using the mobile site. Of users polled, 40% say they will leave a mobile website if it takes more than 3 seconds to load, so the merchant can take no chances with making the experience smooth for all users. Given the unprecedented rate at which mobile devices and versions are being released, merchants need to continually test their mobile sites across all platforms to ensure the optimum experience is provided.

To learn more about m-commerce, and the challenges you might face when building out your mobile store, join us in June for a webinar presented by MartMobi. Registration for this webinar will be open soon, so check back with us frequently.

About MartMobi


MartMobi is a complete mobile commerce platform. The company helps e-commerce sites, brands and retailers instantly go mobile across varied platforms and devices, without writing any code. MartMobi’s mission is to accelerate mobile commerce and help customers create a distinct, multi-channel presence.

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