Newsletter #3 - 3 ways to easily optimise your e-commerce site on mobile

Hi there!

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With Q4 just around the corner, I'm guessing that optimising your online shop for mobile isn't your number one priority.

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Yet, I'm convinced that it's just the right time for it.

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Why?

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📲 By June 2022, the share of mobile traffic reached 65.5%

🚴🏻‍♀️ With an average acquisition cost of £23, you should make it worth it

🎰 DNVBs who went mobile first increased their conversion rate on this device by three times.

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To help you get back in control of your marketing spend and boost your sales, I've put together the best tools and practices to improve your mobile conversion rate. ⤵️

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Evaluate the performance on mobile in 3 steps📈

88% of your customers will not return to an e-shop if their experience is bad.

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On the other hand, 40% will be more likely to spend more than they originally planned if the shopping experience is highly personalised.

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The key to taking a mobile-first approach to e-commerce is to prioritise the mobile version before moving on to the desktop.

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1️. Check the navigation and responsive design

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Loading time, homepage, menu, text and image size...

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Ask yourself: are the navigation and design genuinely pleasant?

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If the answer is no (or even worse, it is poor), the following should help you 😉

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^{Bonus tip
To go faster, you can use the Chrome extension Webmobilefirst. It checks if your site is responsive on mobile, tablet and even smartwatches!}

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2️. Analyse your product pages‍

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I learned that about 30% of e-commerce visitors don't make it to the bottom of a page.

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If you have to scroll, you're likely losing an equivalent potential revenue with each visit!

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The product pages that convert the most on mobile are those where you can see without scrolling:

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• The product name,

• A picture of the product,

• The price,

• A short product description,

• A call to action.

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As examples, I recommend those of Caval or 900.Care ⤵️

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^{Bigblue's Friends
Do Caval's product pages catch your eye? You can ask the experts at BlackSwan agency for advice from me: they did an amazing job on their mobile-first site redesign.}

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3️. Test your shopping cart‍

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This is the most important part because the shopping cart abandonment rate on mobile is over 85% 🤯

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Add a product to your cart and try to place an order. Is the checkout experience intuitive? What are the friction points you may encounter?

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BackMarket's method for creating high-performing product pages 🎭

With their armies of marketers and A/B testers, marketplaces like BackMarket, Zalando or ManoMano are incredible sources of inspiration for your product pages 🤩

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The secret to their success: they split their product pages into two parts and display the essential details in the right place.

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To save you time, I've listed the ingredients for a product page that converts. I've also included 4 tools to test it, and optimise it easily!

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1️. On the frontend

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Remember, at least 30% of your customers will only read half of your product pages, the first one that appears on their screen.

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So they need to find all the essential info without scrolling:

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📸 A photo of the product

👋🏻 Its name

💸 Its price

⭐️ Social Proof (Stars, Google ratings or Trustpilot)

📝 A brief description of the product (its benefits, features, etc.)

📦 A reassurance block (secure payment, delivery date)

🥊 A call to action

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_{‍Bigblue tips
With the Bigblue Fast Tag, you can display the exact delivery date of your product directly in the reassurance block. Brands that use this option have increased their sales by 40% to 86%! 📈
Read more}

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‍2️. On the backend‍

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You can put secondary info about your product here.

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On the side of the marketplaces, you will mainly find: its functionalities, advantages, technical details, materials used, dimensions, manufacturing method, customer reviews and testimonials (messages, videos), a buying guide (e.g., how to choose a good mattress? or size charts), FAQs...

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^{My 5 favourite tools to create and enrich your product pages:
‍-> Mockflow: to easily design and test your product page!-> Hotjar: to understand how your customers interact with your CTAs.
-> Trustpilot: to automatically integrate your customer reviews.
-> Crisp: to offer a live chat or an FAQ.
-> Widebundle: to offer your products in packs and increase your average cart.}

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3 tools to measure and optimise your e-commerce performance index 🐆

The ideal page load time is less than 1 second, regardless of the internet connection or device.

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For the experts at BlackSwan, every extra second of loading time reduces your chances of capturing a visitor, and therefore converting a potential customer, by 25%!

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To avoid this, I've found 3 free tools that will help you increase the performance index of your site:
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🏎 GTmetrix: to analyse the speed of your site on your different media and identify what is altering your performance.

🌡 Web dev: to measure the quality of a page of your site and collect recommendations to improve it.

🍔 RequestMap: to remove your greedy applications and take your load time to the next level!

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Thank you for reading this far.

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I hope you have only one goal in mind for the new year: to make your e-commerce a mobile-first champion!

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To encourage you to stay on track, I'll share with you in my next email the SEO methods that Adrien Croville revealed to me to double your organic traffic 🤑

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Have a great week, and see you soon!

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Julie

E-commerce Specialist @ Bigblue

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