It’s a shift that’s been happening steadily for the past few years, moving in tandem with the advancing technology of our smartphones—the move to mobile commerce. As it becomes easier to navigate the web on our smartphones and mobile devices, website owners have seen a rise in mobile commerce in their analytics.

A recent study conducted by IBM revealed that “mobile traffic accounted for 45% of all online traffic for the 2014 holiday season, and 22.6% of all online sales.” That’s huge! And all indicators say that these numbers will only continue to rise.

So how will you stay ahead of the game? What you choose to do will affect just how well your website performs in mobile through 2015. Here are four ways to prepare.

Preparing for the Mobile Shift

One: Segment Mobile and Desktop Campaigns

Think of how differently you behave while surfing the web on your mobile device than your desktop. Your site visitors are going to have very different behaviors depending on the platforms they’re using and you’ll need to compartmentalize your marketing campaign efforts in order to accommodate those differences. Manage these campaigns separately in AdWords and other marketing tools.

Two: Perfect Your Site’s Mobile Shopping Experience

Mobile traffic is growing, which means you can no longer neglect mobile user-experience strategies on your site. This could mean hiring or retraining your UX designer(s) as well as reallocating budgets to address this change in direction. Consider also that many mobile users may not intend to complete their purchase on their mobile device, but that they’re more focused on completing the research and decision phase of their purchase. Make sure that your contact information, including location and hours of operation, is readily available on the mobile version of your site.

Three: Address Local Ad Relevancy

Be aware of your local audience and cater to their searching needs and habits with products like Local Inventory Ads, a Google tool that allows retailers to advertise their in-store products to nearby searchers using geo-targeting to know who’s close by.

Four: Utilize Geo-Fencing

Another advantage of geo-targeting is the ability to customize special offers and promotions for mobile users who fall within a certain physical range of your location. Your options with geo-fencing include app-based and network-based, with pros and cons for each. The pros of network-based geo-fencing are pretty significant, however, and you should definitely look into it if you run an online store with a physical location.


If you’re still not convinced that now’s the time to look at mobile, consider how often you’re on your mobile device browsing the Internet. We promise you’re not the exception. In fact, you’re fast becoming the rule.

How have you prepared your website optimization strategy to include mobile?


Schwartz, Dave. “Yes, People Shop on Their Phones Now. Get Used to It!”!&utm_campaign=SEW.Daily.EU.A.U&utm_medium=Email&utm_source=SEW.DCM.Editors_Updates#. (January 19, 2015.) (January 19, 2015.) “Demystifying Geofencing.” (January 19, 2015.)