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Sheri Hebbeln
 
July 24, 2015 | Site Design and Management | Sheri Hebbeln

Improve the path to purchase with a mobile-optimized site

As we discussed in the previous blog post, mobile is overtaking desktop when it comes to online shopping. According to the eMarketer Omnichannel 2015 Trends study, 22 percent of retail ecommerce sales in 2015 will come from mobile. Aside from the fact that a mobile-optimized site has the potential to create an easier checkout experience for users, Google now favors mobile-optimized sites in search results.

These insights in mind, winemakers would be keen to invest in mobile-optimized, responsive sites in order to decrease clicks to purchase and increase online wine sales.

Easier checkout is top of mind for online shoppers
The key to achieving higher online sales and less shopping cart abandonment is easier checkout. According to a study conducted by The E-tailing Group, respondents cited easier checkout as the No. 1 factor that would lead to an increase in mobile purchases.

Amazon is a great example of a company that has adapted its mobile user experience to make checkouts easier. Through the company's two-click shopping feature, online shoppers are able to store their payment and shipping information and make mobile purchases in no more than two steps.

The importance of responsive design
Some companies prefer to use entirely separate mobile templates to optimize their sites for mobile; however, HubSpot notes that Google prefers responsive design strategies, as they are easier to optimize for search, more adaptable and typically have better performance and speed. A responsive site is a site that is coded to adapt to all screen sizes, browsers and devices, using a single URL.

When customers shop through their mobile devices, they want to experience the same ease of shopping as they would in-store or on a desktop, and wine purchases are no exception. HubSpot also reports that according to Google's Think Insights on mobile, if a shopper lands on your mobile website and is frustrated or doesn't see what they are looking for, there is a 61 percent chance he or she will leave immediately and go to another website.

Implementing responsive design onto your website will ensure that the checkout process is optimized for mobile, as well as the entirety of the shopping experience. Here are four strategies for optimizing your winery's mobile checkout process:

1. Make sure the call to action - in this case, the checkout button - is easily accessible on all pages.
2. Create a checkout process that requires as few clicks as possible, similar to what Amazon has done on its site.
3. Provide an easy route for consumer to continue shopping, no matter how far along they are in the checkout process.
4. Give shoppers the option to register for your site after the checkout is complete. According to User Interface Engineering, removing the "create an account" field from an ecommerce site's checkout process helped the site increase sales by $300 million.

WineDirect can help your winery increase online wine sales by creating a better shopping cart experience for your guests. Through our Vin65 feature, we make online checkout simple with our one page checkout process. Additionally, our interface has removed all barriers to quick checkout, including forced registration.

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