By Maximilian Clarke
Businesses are being encouraged to develop mobile-optimised websites in order to reap the benefits of the mushrooming mobile commerce market.
Echoing similar research from ebay which found mobile, or m-commerce could by worth some £4.5bn a year to the UK economy by 2015, Google describe some of the benefits to business that a well optimised mobile app can bring.
Writing on the search and tech-giant’s latest blog post, Nitin Mangtani, Group Product Manager for Google Commerce, offers retailers some points to consider when developing their site:
• Every millisecond counts: You can’t deliver an amazing mobile shopping experience to your customers by wasting their time. Shoppers should be able to find the products without unnecessary clicks, typing or other steps.
• Engage your audience: Search has become highly interactive with suggestions and auto-complete, while mobile allows consumers to touch and engage with their devices in new and fun ways. Combining the two allows you to intrigue your potential customers for instant gratification.
• Get to the point: Whether someone’s looking for a high-resolution digital camera or orange khaki trousers, you want to make sure that it’s easy to find–with minimal keystrokes, of course. Space is limited on those 3- or 4-inch screens, so make the most of it by providing relevant search results.
• Bridge the gap: According to our holiday retail user survey, 65 percent of high-end device users report they have used their device to find a business and then made a purchase at that business in person. In other words: mobile provides a great opportunity to drive foot traffic and bridge online and offline sales. You can delight shoppers by showing them when a product is also available in a store nearby–in-line with the search results.