The Content Strategists

A.C. Riley Communications

Mobile’s Impact on E-Commerce

2011 Mobile Search Insights Study, conducted by ROI Research Inc. last month found more than half (57 percent) use the mobile Web more than once/day, with more than three quarters (77 percent) using mobile search more than five times in the last month.

Some of the key findings were:

  • 75 percent said mobile search makes their lives easier
  • 63 percent said access to mobile search has changed the way they gather information
  • 32 percent said they use mobile search more than search engines on their computers

This means that e-commerce sites need to consider how their site –and their content– performs on the mobile web. Are product shots fast to load? Is the content brief but informative?

Mobile users want to access information and products quickly and easily. The content environment is physically smaller (iphone vs. desktop), so content strategy is critical.

You may want to create a mobile website that pares down content to the buyer-decision making essentials. Use your analytics to review which pages are visited most, as well as look at the number of pages visited by computer-based visitors vs. mobile visitors. These numbers should be relatively close. If the mobile visitors have significantly less page views, it could be a sign your site needs to be rethought for mobile traffic, or a mobile site created.

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