Here's the basic tenet of feng shui: With the mindful arrangement of objects in relation to one another and in the context of their environment, one can attract positive energy and good fortune, and generally usher in the good. That sounds manageable, right?

In theory, yes, but when you start bringing outside forces to bear—a sense of where things are supposed to go, an irrational desire to bring in the new while holding on to the old, the notion that more really is more—things gets a lot more complicated.

Nowhere is that more evident than in the mobile commerce space. For years, marketers have been working to perfect their e-commerce sites, figuring out what clicks and doesn't click with consumers, and creating just the right energy for happy shopping—and buying. Now, they're tackling the new mobile revolution head on—with the exact same strategies and the exact same websites!

Mobile sites are not the same as websites. Full stop.

The screens are smaller, the keyboards are smaller, and the experience people have browsing your site on a smartphone is completely different from how they view it on a computer screen.

Marketers need to take a step back and realize that mobile is a new environment, one that demands a new design and a new approach to keep their customers and win new ones.

Only by prioritizing your mobile strategy and making it a key element of your overall e-commerce planning will you be able to prove its worth—via customer retention, measureable revenue, and a stellar return on investment.

So what does it take to create a harmonious, customer-friendly mobile site?

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Mark Simpson is founder and president of Maxymiser, a global expert in multivariate testing, personalization, and optimization solutions

Twitter: @MarkJ_Simpson

LinkedIn: Mark J. Simpson