eCommerce Website Design: Optimization for Mobile Devices vs. Computers

By Karolina Jakubowicz

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Both mobile devices and computers serve as the foundation for accessing the internet and making online purchases. In this article, we will discuss the significance of eCommerce website design and the differences in optimizing a website based on the device.

Why is designing eCommerce websites for different platforms so important?

Adapting a website for mobile devices to function swiftly and efficiently on these devices is a crucial aspect of any eCommerce venture.

The percentage of global internet traffic generated by smartphones has significantly increased over the past decade. In 2012, this share was only 10.88%. Currently, in 2023, the average value has reached 56.86% (Source).

Due to the diversity of devices on which users browse websites, designing an eCommerce website that are accessible beyond both mobile devices and computers is essential for ensuring positive interactions with customers.

eCommerce website design strategies

Mobile First

The mobile-first strategy posits that a website's design starts with considering the mobile version and then creates a desktop version.

The site must be responsive, easy to navigate on small screens, and optimized for fast loading. Through the mobile-first strategy, companies can gain a competitive edge by providing customers with a convenient and user-friendly mobile shopping experience.

User-Centered Design

This strategy focuses on user needs and behaviors. Analyzing users and collecting their feedback allows for creating websites that are more user-friendly and tailored to customer expectations.

Detailed search filters and the availability of multiple shipping and payment options are just some of the elements that can increase customer satisfaction.

Minimalist Design

Simplicity is the key to capturing customers' attention. A unique and clear website design can help encourage users to stay longer on the website and increase the chance of making a purchase.

Content Personalization

Customizing content and recommendations to individual customer preferences can significantly improve the shopping experience. Using customer data for personalization can increase conversions and customer loyalty.

3 key differences in Customer behavior on Mobile Devices and Computers

Shortened sessions and response speed

Mobile users tend to be much more impatient than those using computers. The website must load quickly, and interactions must be lightning-fast to avoid user frustration and potential abandonment.

Screen size

Compared to experiences generated by computers, mobile experiences are characterized by limited workspace and smaller interface elements.

Therefore, website content must be optimized for small screens and adapted for vertical scrolling to ensure user comfort, especially during more precise tasks such as filling out forms.

On computers, users are often more inclined to explore the website and compare products. On mobile devices, they appreciate simplicity and easy access to the information they need.

Mobile Optimization

  • Avoiding technologies unsupported by mobile devices: Sometimes websites use technologies that are not supported by mobile devices, leading to display issues on smartphones and tablets. Optimization also involves avoiding such solutions and using technologies available on mobile devices.

  • Website responsiveness: Responsive design means adapting a website to various screen sizes and devices. A responsive website automatically adjusts layout and content to provide the best user experience.

  • Adapting content to mobile needs: Content on the mobile site should be tailored to the needs of mobile users. This means delivering concise, essential information and facilitating quick purchases or contact.

  • Optimized images and multimedia: Images and multimedia often play a significant role in website content, so it's essential to optimize them for mobile devices. This means properly compressing images and adapting videos and other multimedia for low mobile data usage.

  • Camera functionality: Phone cameras offer not only the ability to take photos but also access to advanced features like QR code recognition or augmented reality (AR) activation. Utilizing these functions can significantly enhance user experiences on websites, especially concerning product, service, or advertising interactions.

Computer Optimization

  • Comfort and precision: Computers allow for larger screens, implying that users can expect a more comfortable and precise browsing experience. Optimization for computers involves utilizing the available space to ensure clarity, comfort, and accuracy in interactions.

  • Advanced features: Websites accessible on computers often offer more advanced features and tools that can be more challenging to implement on mobile devices. These may include product comparison tools, extensive filters, personalization options, or interactive product visualizations. It is worth introducing such facilities to improve the user experience.

  • Web browsers: When it comes to computers, the variety of web browsers is greater than on mobile devices. Optimizing the website for different web browsers is important to ensure that the site functions correctly and looks the same on each one.

  • Operating system compatibility: Websites must be compatible with various operating systems, such as Windows, macOS, or Linux. Ensuring consistency in appearance and functionality across different platforms is essential for user satisfaction.

In Conclusion...

The differences between mobile devices and computers necessitate special consideration during the design and optimization processes. Optimizing an eCommerce website for both platforms can bring numerous benefits, including increased conversions and customer satisfaction. In today's eCommerce landscape, there's no room for compromise, so investing in responsive and efficient websites is worthwhile.

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