A recent study showed that while more customers are leveraging their mobile devices for shopping purposes, there is still a considerable following for retailers’ websites as well. As consumers increasingly make purchases online, it is paramount to understand what an e-commerce firm needs to succeed, including performance testing for both mobile applications as well as websites.
Boost in smartphone usage leads to rise in mobile ecommerce
According to the Australian Communications and Media Authority, mobile e-commerce in the country has soared, increasing by 448 percent since late 2010. This is a trend that is impacting developers around the globe, as they are seeing rising demand from the retail sector for mobile apps that allow shoppers access to all – if not more – items they’d see in the company’s physical store and website.
Overall, the survey found that where less than 1 million users made purchases using their mobile devices in 2010, 3.4 million consumers engaged in online shopping on a mobile platform last year.
And while mobile e-commerce is definitely on the rise, this doesn’t mean that retailers should abandon their websites. The study showed that more transactions are still taking place on shoppers’ PCs. In general, 24 percent more purchases were made on PCs in comparison to those taking place on customers’ smartphones and tablets.
Key elements needed for ecommerce success
While e-commerce revenues are increasing across the board, there are obviously some retailers that are more successful in the online space than others. Experts have noted that there are several keys to prosperity when it comes to a store’s website and mobile app, not the least of which is performance testing. No matter what content or features are included in a website or app, the company simply can’t create a lucrative brand without resources that work effectively. This becomes increasingly critical as more retailers enter the e-commerce space – if your website or app doesn’t function as it should, customers will simply go elsewhere. To avoid this challence, developers and website creators should complete performance tests throughout the development process to ensure that all capabilities work as planned. We at SOASTA have specific solutions geared specifically for the e-commerce sector, making it easy for these businesses to have all the resources they need. Visit our ecommerce solution page today to find out more.
One organization that recently leveraged these services was OZSALE, an Australian e-commerce retailer. The company wanted to participate in a FLASH FRENZY event, where shoppers could take advantage of one-off discounts on products throughout the website. However, a similar event held previously showed that there was significant potential for failure – the supreme uptick in traffic caused participating websites to be unavailable, frustrating customers in search of once-in-a-lifetime deals. To address this issue and ensure it didn’t suffer the same fate, OZSALE leveraged our mPulse solution to gauge the performance of their website and mobile app during a traffic spike, and to guarantee that these platforms would be online and available throughout the event.
The content included in the online platform, as well as how these items are presented, is also important to the success of an e-commerce site. Developers need to decide the products that will be featured, as well as what information about them will be included and how all these components will be structured on the platform’s pages.
Both websites and mobile apps should feature easy navigation so that customers don’t have to search around to find the exact item they’re seeking. Creating a similar appearance and feeling across both the website and app that reflects the company’s brand message is also critical. Furthermore, providing information that shoppers can leverage while they’re in the company’s physical location is helpful as well. For example, the app can provide in-store locations for specific items so that customers aren’t wandering around the store in search of the perfect product.
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