It was a simpler time before Mobilegeddon, the day in May 2015 when Google adjusted its algorithm to favor mobile-friendly sites. Mobilegeddon put pressure on retailers to improve the speed and ease-of-use of their sites. And it’s now become clear that retailers need to focus on those areas not only to meet Google’s expectations, but also to meet the expectations of customers. Smartphones are a central part of consumers’ lives, and while consumers continue to increase the number of native apps downloaded to their phones, mobile web sites are still a critical part of the customer journey. Customers are often brought to mobile sites from Google searches or Facebook referrals, and this often serves as a customer’s first experience with a brand. Results from the 2015 Mobile Mystery Shopping Index show that retailers are taking mobile website navigation more seriously. So what can you do to make sure you’re keeping up?
  • Make sure your site is mobile optimized. It may be common sense, but the biggest mistake a retailer can make is to forgo engineering the mobile experience altogether, instead asking its users to “pinch and expand” a site originally designed for desktop viewing.
  • Keep it simple. The best way to ensure speed and ease-of-use is to keep the design simple and clutter-free. Offer a straightforward checkout process, easily tappable buttons, clean font, big pictures and a limited number of options.
  • Serve the requirements of your target customers. Understand your target customer and then limit the features and functionalities of the mobile site to what they need.
  • Personalize content. Deliver personalized content and offers by understanding who the user is and where they came from. Delivering content that’s tailored to their needs and wants may ultimately contribute to a sale or conversion.The best mobile web experience are those that mimic apps. To learn more about how Newgistics can help you stay competitive when it comes to your mobile site, visit