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The eCommerce App Optimization Behavior that Guarantees Failure

Technology is constantly evolving, which is one of the many reasons why eCommerce app optimization is so important. If you aren’t giving consumers the best possible experience when it comes to eCommerce, rest assured that they will look elsewhere to meet their needs. Not all optimization will necessarily yield positive results, however. There is one eCommerce app optimization behavior in particular that essentially guarantees failure moving forward.

eCommerce App Optimization: What To Do

To better understand every step that you should be taking with eCommerce app optimization, it’s equally important to understand exactly what that term means. One example of optimizing an eCommerce app in the right way has to do with responsive web design. Also commonly called RWD, this is a practice that reconfigures the graphical user interface to take full advantage of the device that the user is employing. The experience on a smartphone will be fully adapted and feel different than the desktop experience, even though it’s the very same web application.

These are naturally two different types of devices, so it stands to reason that the best possible user experience is not identical in both circumstances. A desktop computer user is likely using a keyboard and mouse, for example. A smartphone user, on the other hand, is almost certainly using their fingertips and a touch screen interface for all inputs. Creating two unique environments creates the best possible experience regardless of the device being used.

Microsoft is an example of a company that learned this lesson the hard way with the release of the Windows 8 operating system, which was essentially software created for the desktop environment that relied heavily on an experience that would be at home on a tablet or smartphone. By attempting to kill two birds with one stone, so to speak, the company only alienated a huge portion of its user base.

In our latest ebook, “5 Proven (& Often Ignored) Tactics That Increase Conversion Rates for eCommerce,” we discuss actionable tactics you can implement to improve your end user’s experience. As discussed above, optimizing for the end user should be a top priority. The tactics in this ebook should not only help improve your conversion rate, but it will create a much better experience for your eCommerce shoppers.

eCommerce App Optimization: One Thing Not To Do

Optimization is a word that naturally has a positive connotation, so it’s easy for people to assume that “all optimization is good optimization.” In reality, adding too many features can quickly make an eCommerce app or website far too difficult and cumbersome to use for the average consumer. If you add too many widgets, a large number of “eye catching” graphics, pop-up ads, video media and other types of elements all at the same time, you aren?t creating an optimized experience at all – you’re creating an overwhelming one.

The customer will then look for a much more straightforward environment through which to get what they need, which will almost certainly cause your organization to fall behind your competitors in a significant way that may be difficult to undo.

Remember that optimization doesn’t necessarily mean “add as many new features as possible.” It means creating the best possible environment for the end user. The best possible environment is often the easiest and most straightforward one, which is something that you absolutely must keep in mind for success moving forward.

For more tips on what to do and what not to do to optimize your eCommerce application, click the image below to download a free copy of “5 Proven (& Often Ignored) Tactics That Increase Conversion Rates for eCommerce,” our latest ebook. We partnered with Forrester Research to discover tweaks that you can make to your eCommerce application to improve your shoppers’ experience, based on consumer research. This book is a must-read for anyone in the eCommerce sector!

Key Takeaways

  • The best user experience will be different for unique environments.
  • Responsive web design and other tactics will help create an ideal experience on smartphones, tablets and desktop computers.
  • Adding too many features isn’t optimization – it’s clutter.


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