With mobile now accounting for 50.3% of all e-commerce traffic, your site needs to cater for all the users accessing your fashion website through a multitude of devices. You know your brand needs a cross-device strategy, but you just have no clue where to start. If this sounds like you, these rules for approaching a cross-device strategy will hopefully lend you a helping hand!
Rule 1: Don’t forget about user experience
It can be easy to become carried away, perhaps implementing a new template that’s classed as ‘mobile responsive’, or maybe, your current digital agency have reassured you that your current site is mobile friendly. Don’t just take their word for it. Mobile user experience is something that Google has classed as a priority, through the Google Algorithm ‘Mobilegeddon’ in April 2015.
As a preliminary test, take the route to purchase that your customers would, note down any problems you come across with functionality and report it to your agency. These are the same problems your customers are experiencing!
Rule 2: Don’t spread your time too thinly
You need to make sure all device strategies are measureable and time-oriented. Why? If you can measure the effectiveness of your digital marketing through your different devices with the time you’ve allocated to each device, you’ll never be able to truly conquer each device strategy.
You need to make sure you think the time aspect of each strategy through. You don’t want to spend too much time on developing your tablet device strategy and in turn neglecting your mobile strategy and vice versa. Time allocation can play a big part in the success of your strategy.
Rule 3: Don’t forget to test EVERYTHING
You’ve made a small change to your cross-device strategy? Test it. And don’t just test elements of your strategy to determine progress, you need to make sure you’re honest and open about the aspects of the strategy that haven’t worked so well and on which channels. Implementing a completely new strategy is all about trial and error, just make sure you learn from your errors!
Testing shouldn’t just be kept internal, creating focus groups and gathering customer feedback on a regular basis can really help inform your cross-device strategies. Who best to gather feedback from, than those who use it?
Want some more guidance that you haven’t found in our eBook, contact us today. You can call us on, 0800 011 9715.