Increased holiday purchasing isn't confined to desktop computers - Almost one third of all purchases will be on a smartphone or tablet.

According to data from AppLovin, about 30 percent of purchases will be carried out from a smartphone or tablet on Cyber Monday. Brands should already be counting on getting a fair amount of traffic from mobile users, but how can they tip the odds in their favor over the next couple of months?

1. Make sure the site looks good on mobile – Google recently released usability reports in Webmaster Tools that give an overview of mobile UX and functionality for any website. It’s a good idea to see if there are issues with text sizes, link position or navigation before counting on mobile conversions to roll in.

2. Don’t be afraid of video Half of all YouTube videos are watched using mobile technology, proving users don’t shy away from consuming any kind of content on their phones. Don’t assume video is only viable for desktop customers – create video marketing content and clear calls to action to keep mobile audiences ready to click and buy.

3. Expect multiple devices – About one-third of all transactions that start on mobile are eventually completed on desktop devices. So whenever possible, make it easy to resume purchases or find products if a customer has swapped her laptop for a phone – and then back again.

Want to learn more about how mobile technology affects web marketing? Check out these resources:
 21 percent of all ecommerce purchases take place on mobile devices [study]
 The first search result matters more on mobile than desktop
 Only 3 percent of digital marketing budgets go to mobile strategy [study]

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.