A report from Screenpages found that 10 percent of traffic to ecommerce websites is generated by mobile devices, and it’s likely that this number will grow as smartphones and tablets become more pervasive.
Ecommerce marketers are frequently noted as some of the most innovative in the industry as they have been aggressive in integrating diverse web strategies that include social media, email and content marketing(L). All of these elements can help boost traffic and visibility. However, marketers (across sectors) must remember that prospects are accessing all of these services through their mobile devices now.
When a prospect turns to his or her mobile phone to research an item or interact with a brand, they can’t utilize every element of a given website on the smartphone. For unprepared businesses, this could translate into lost conversions. Some may return later when using their desktop or laptop PC, but mobile-friendly websites increase the chances of conversion – especially since Brafton has reported that mobile shopping will triple by 2015.
Integrating mobile into marketing strategies ensures that a website and its features are accessible at all times. Optimizing a website for mobile also requires a mobile SEO strategy built into content marketing initiatives.
Brafton reported on Friday that small businesses have been especially slow in developing mobile websites. Only 12 percent of companies with fewer than 100 employees have mobile websites, which may impact conversions and brand reputation.