Mobile Marketing: Four takeaways on how to improve your mobile shopping experience beyond just responsive design

Tweet We all know by now that mobile has become an important tool for ecommerce consumers. However, do we treat it with the same level of investment that it deserves? What experience are we giving our customers: a desktop replica or something better? In Q1 of 2015, 59% of all retail time was spent on mobile devices, according to comScore’s State of the U.S. Online Retail Economy in Q1 2015. That’s right — consumers spent more than half of their online shopping time on their tablet or mobile device. Yet, only 15.4% of total digital commerce dollars came from mobile sales. That leaves a lot of opportunity for marketers and designers when it comes to the mobile shopping experience. At the MarketingSherpa Media Center at IRCE 2015, Daniel Burstein, Director of Editorial Content, MarketingSherpa (sister company of MarketingExperiments), spoke with Gregory Casey, User Experience Designer and Architect, eBags, about how eBags goes beyond normal responsive design to create a truly mobile-adaptive experience. Watch the interview or read on for four takeaways Gregory shares. Takeaway #1. Be an anthropologist While usability testing in a lab is useful, it does miss some of the real-world environmental factors that play a part in the success of a website. This type of testing alone didn’t create a clear enough picture for Gregory. “After we had designed our mobile and tablet experience, I wanted to run some contextual user research, which basically meant seeing how people used it in the wild, seeing how people are using it…
Source: Marketing Experiments
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