By 2017, according to recent research from Forrester, online retail sales in the United States alone will exceed $370 billion, comprising more than 10% of the entire retail market. And there’s no reason to wait — online retail sales are projected to exceed $262 billion in 2014. In response, retailers — many of which have spent decades refining their brick-and-mortar experiences — are clamoring to optimize eCommerce storefronts. But even as the testing of desktop websites has become more popular, the insights into customer behavior learned in this context cannot be generalized across tablet and mobile platforms.
For eCommerce retailers, having an effective mobile storefront is increasingly critical. In the first quarter of 2013, for example, SmartInsights reported that smartphones and tablets drove 21.02% of overall web traffic. Later in the year, Cisco reported that the number of mobile-connected devices exceeded the world’s human population. And, according to research conducted by Google, 73% of mobile searches result in additional actions — with 28% of these searches leading directly to conversions.