More consumers are turning to their mobile devices than ever for shopping. Each year the increase in consumers taking advantage of online purchasing that isn’t sitting in front of the computer screen sees no signs in slowing. With apps for smartphones and tablets, having a shopping cart in your hand no matter where you are simply is too convenient to pass up.
The digital experience provided by CMOs, their marketing departments, and the technology team needs to pay careful attention to how the mobile crowd is accessing online browsing for goods and services, turning clicks into revenue. Here are some practices to keep in mind for the mobile experience.

Simplicity in the mobile access is critical. A customer using a mobile device is on the move and needs an easy interface to make selections. Time might be of the essence as they look for a cab, or need to book a hotel room, or review a reservation. Think about yourself walking to a meeting or about to board a plane. How long do you have to navigate a service or goods, make that selection, then put the phone away? Remove any clutter and irrelevant information for the smartphone user.

It has to be easy to use a single finger as well. And always consider the largest finger on the app, or the least agile swipe-and-select user. If I’m on a mobile device, I might be on a bumpy bus or taxi, and there is no greater frustration than having to have laser point accuracy to navigate a site.

Consistency in the buyer experience is also critical. If I’m on your site on the computer, when I go mobile, I should feel like I am still on your site. A completely different experience on one or the other can be confusing. Design with consistency in mind.