If you don’t consider any other mobile phone-related statistic, take a second to fully absorb this one: 80 percent of U.S. consumers never leave home without their smartphones. As a result, they have constant access to a hand-held device that can put them in touch with the global marketplace. As a business owner, you simply cannot afford to ignore the transformative power of optimizing your business for the mobile shopping experience. 

Smartphones are replacing desktop computers.

No longer are people waiting until they sit down at their PC to browse the internet or make purchases. Today’s mobile phones are faster and more secure than ever, providing potential buyers with the information and instant gratification they are seeking with increasing frequency. 

What that means for you as a merchant is that you must optimize your website for the small screen as soon as possible. Just some of the steps you should take include the following. 

• Stripping down text content and images to what is essential.
• Taking steps to ensure that your website loads quickly, preferably in less than three seconds.
• Making buttons visible and easy to press.
• Providing easy navigation and prominent calls to action.
• Furnishing helpful demonstration videos.
• Linking to the social media sites your customers prefer.

Mobile phone users make purchases.

The smartphone is more than simply a tool for browsing or viewing information about stores or the products they sell. In fact, more than three-quarters of smartphone users say they have made a purchase using their device in the last six months. Some experts estimate that 20 percent of all smartphone users buy products and services on a daily basis.

As you strategize and plan for your upcoming marketing campaigns, keep these behaviors in mind. Take steps to transform browsers into buyers by tapping into social media. It is on platforms such as Pinterest, Facebook, YouTube, Instagram, and TikTok where many customers go for buying ideas and inspiration. Making it your mission to establish and maintain a robust presence on the sites your customers use truly is an investment in your business that can pay for itself many times over.

Stumbling blocks in the mobile shopping experience can be fatal for businesses.

The modern marketplace is brimming with opportunities and options. Gone are the days when a business could rest on its laurels as the only game in town. In fact, 80 out of 100 customers will quickly abandon a website if their mobile experience is not a positive one.

In addition to making it a high priority to optimize your website for mobile traffic, you should also take a close look at both your checkout process and payment gateway. If they do not provide a secure, seamless, and frustration-free buying experience, the majority of your customers will click away and make their purchases elsewhere. In the worst-case scenario, they may never revisit your site.

There are gender differences.

Interestingly, men are more likely than women to make purchases using their smartphones. When they do, they tend to buy services more than they do actual goods. Furthermore, men are significantly more in favor of getting product information via their smartphones instead of asking for assistance from a salesperson.

How potential customers use their mobile devices.

Once you learn about all of the ways that people use their mobile phones in-store, you’ll gain an even deeper appreciation of the capabilities of these devices and the necessity of catering to them. Be advised, visitors to your store will likely:

• Take photos of products.
• Search for better prices on other sites.
• Look at product reviews.
• Scan barcodes.
• Use or look for coupons.
• Use your store’s native app if you have one. 
• Use the device to pay for a purchase at the register.

If you run an online retail store, it is more important than ever to do the following.

• Be sure your store appears on online maps.
• Sell high-quality products.
• Make positive reviews of your products available when customers conduct online searches.

Studies show that the best way to trigger in-store purchases is via targeted, customized emails. More than half of mobile users bought something after receiving this type of message. However, the safety of information remains a concern for many. For that reason, you should do all you can to bolster your site’s security features while being transparent about the steps you have taken to protect your customers’ sensitive information.

The ways people choose products have changed.

The mobile phone is making it easier than ever for consumers to do their homework before ever walking into your physical store. In some cases, the entire buying experience takes place online, with absolutely no personal contact between buyer and seller.

What this means for you as a merchant is that you must capitalize on the buyer’s research experience. Make the most of your social media presence to incentivize purchases. This may include initiating relationships with online influencers as a way of enticing their followers to become your fans as well.

You should also take a deep dive into your customers’ behaviors, using analytics and sales data to determine what they want, what social media sites they prefer to visit, and which of your marketing strategies is bearing fruit. Paying attention to these important data points can be an invaluable tool in transforming visitors into customers and paving the way for long-term relationships.

Without a doubt, the mobile phone is not a fad or a trend that will quickly fade into obscurity. With every passing year, buyers are becoming more comfortable harnessing the powerful features that are packed into these hand-held devices. As a savvy, forward-looking business owner, it is in your best interests to pay attention to the shifting realities in the shopping realm, pivoting your store and business practices accordingly. This is your best shot at attracting, cultivating, and retaining happy customers for the long term.