Portland SEO's Augusto Beato advised e-commerce operators to make sure that they optimize their sites for mobile devices, where buyers are increasingly starting and ending their purchase journey.
Google found that 73% of consumers will move from a poorly optimized mobile site to a more customer-friendly one to complete their purchase. "Many images or pages don’t render correctly on a mobile device, making viewing difficult," said Beato, who is CEO of Portland SEO. "Buyers won’t hang around, waiting for this to improve – they will simply go elsewhere."
He said that other common problems were pages that are slow to load, difficult navigation, or desktop designed pop-up ads that impede purchases.
Beato pointed out that site managers should make sure that the most important pages should be listed first; the fonts are easy to read, and zooming is not required, and it should allow users to click where they want without any hassle.
Ultimately, customer experience will influence whether or not a consumer will hit the ‘buy’ button. It is imperative that this is at the very heart of the steps taken to optimize e-commerce channels. The end-to-end experience must be frictionless, from the initial search for a product right through to the check out phase.
Creating consistent cross-platform retail experiences is one of the biggest challenges businesses face today. According to recent research from PwC, 73% of consumers listed ‘experience’ as a top factor in their purchasing decision. Consequently, 32% of customers said a negative experience with a retailer they loved would drive them away.
SOURCE: Press Advantage [Link]
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