Cervenka: Mobile e-commerce tops list of Web trends

Publish Date: 
Feb 18, 2011

Android, though sounding like a scientific term for a creature from outer space, will soon be a mainstream word for those in the retail world. Add that to yout short list of e-commerce terms, along with iPhone, smartphone and app.

What do these words have in common? They’re all part of this year’s biggest trend in marketing: mobile e-commerce. Craig Cervenka, senior manager of business development for Edgenet.com, says mobile e-commerce is rapidly gaining heat, growing faster than desktop e-commerce did 10 years ago. An estimated 75 percent of people will try mobile shopping at least once in 2011. “The Internet is changing the way we do business,” Cervenka said at a Learning Experience seminar Friday morning.

What can you do to take advantage of this trend? For one, make sure your business is listed in Google Places. It’s a great (and free) way to get a mobile Web site, because Google automatically formats its Places pages for mobile screens.

“If you can find yourself on Google Places, you have a mobile Web site,” Cervenka said. You can claim your business by visiting places.google.com.

This doesn’t mean you should abandon your current Web site, however — it’s just as important, and Cervenka says there are certain things to look for to make you’re your Web site is in tip-top shape.

How quickly does your Web site load? If it takes forever for photos, videos or text to show up, you’ve got a problem. Conversion rates drop 7 percent for every second it takes a web page to load on larger e-tailer sites, so you lose more and more potential customers to competitors with each tick of the clock.

What’s are my bounce rates and top exit pages? You can measure your Web site’s performance by using site statistics. Google Analytics and VisiStat are two that track bounce rates (the percent of visitors that leave immediately after landing on your page), and what your top exit page is (ideally, this should be your shopping cart).

Do people have a reason to come back to my Web site again? Things like newsletters with coupons and deals will help.

What keywords can I use? When listing products on your site, keywords are important. To find out which ones you should be using, visit https://adwords.google.com/select/KeywordToolExternal and type in some of the words you’re thinking about. For example, the search term “motorcycle jacket” was searched in Google by users on average 135,000 times per month. A chart will come up to show you how effective your terms are.

Cervenka’s “Marketing: Dealer E-commerce in 2011” session run again today from 9:15 a.m. to 10:45 a.m., in Rooms 131-134

. – Cynthia Furey