Consumers love to shop on their smartphones. So much, in fact, that more than half (54%) of total ecommerce sales in 2021 are expected to come from mobile.1
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Ecommerce has become so mainstream that one could argue there is no longer any need to distinguish between devices. However, true omnichannel brands know there are critical user experience differences between desktop and mobile, and in ecommerce environments, those differences are amplified.
Brands with a dedicated ecommerce site have the liberty to design a specialized mobile shopping experience, but what about the brands that rely on ecommerce marketplaces to reach their customers? How do you design for mobile-first customers when the user experience is largely (though not entirely) beyond your control?
Here’s what you can do, even within the limitations of a 3rd-party marketplace, to fully optimize your product and stand out to potential customers on mobile.
Make the most of main product photos
Smaller screens mean smaller pages, with fewer product details available at first glance. This means customers must click, scroll, etc. to learn more.These extra steps increase the risk that customers will become disoriented and miss critical information, unintentionally select the wrong option, or make erroneous assumptions about product details, quality, or availability. Shopping cart abandonment hovers at 85.65% on smartphones and 80.4% on tablets.2
Fortunately, marketplace sellers have a secret weapon – images. The main product image is the first thing a consumer sees, both in search results and on the product detail page (PDP). When enriched with product details such as size, count, flavor, and scent, this image helps the customer quickly identify the key attributes most important to them, enticing them to click through to the PDP and make a (well-informed) purchase.
Make secondary images count, too
A detail-enriched main image captures attention and sparks interest; secondary images are an opportunity to remove any barriers to purchase. These images (six in total for mobile) reside in a gallery section on the PDP, typically in the upper left corner. Use them to address common questions or concerns about the product (often found in the Q&A and reviews) and communicate additional attributes that will increase appeal, such as ingredients and a Nutritional Fact Panel (NFT), if applicable, photographs of the box contents and/or lifestyle images. Also highly recommended, if possible, is at least one 30-45 second video, ideally one that demonstrates the product or presents a customer testimonial.
Image matters, and this is especially true in the crowded environs of ecommerce marketplaces. Paying special attention to high-quality, info-rich imagery that educates and engages customers gives smart sellers an edge over the competition.
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