How to Optimize Mobile to Motivate and Maintain Customers’ E-Commerce Adoption

Howie Fenton
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December 12, 2023

Did you know that one of the greatest challenges in successfully implementing a Web to Print or e-commerce site is motivating customers to use it?

It’s true. Several of RSA’s success stories show how in-plants have overcome slow adoption rates by implementing a marketing plan. However, there is another way of motivating e-commerce adoption and usage: designing websites based on modern shopping habits.

This concept was discussed at the PRINTING United Expo in the RSA booth, where we demonstrated the latest version of WebCRD(v12). This version is optimized for mobile devices and incorporates features inspired by the “Amazon Effect", and the rise of e-commerce shopping conveniences.

In this blog, we'll explore why mobile optimization and Amazon-like site features are effective tools for encouraging and sustaining the adoption of your Web to Print e-commerce platform.

The Intersection of Mobile Optimization and the Amazon Effect

Frequent readers of this blog may recognize that we have talked about the Amazon Effect before. It was even the theme of the RSA white paper, How Web to Print Ordering Impacts Customers' Satisfaction and the Customer Experience. This white paper talked about how Amazon has created expectations of good e-commerce for site buyers.

It’s interesting to note that there are three common denominators between mobile optimization and the Amazon Effect:

Both emphasize a user-friendly design. Mobile-optimized sites and the Amazon platform are both designed for easy navigation, with clear menus, intuitive layouts, and accessible search functions. This simplicity is crucial for keeping users engaged and reducing friction in the shopping process.
Personalization is a core element in both cases. Mobile-optimized sites often apply responsive design to adjust to the user's device, providing a tailored browsing experience.
Speed and convenience are critical. Mobile-optimized sites focus on quick loading times to cater to users on the go. Similarly, Amazon’s efficient interface and one-click ordering system make the shopping and checkout process fast and seamless, a feature particularly appealing to mobile users. This includes mobile-friendly payment methods and the security of an established platform.

Your Next Web to Print Purchase

Suppose you’re implementing a Web to Print solution and want to motivate customers of all ages to buy into using the site or upgrading a solution. For that to happen, it’s critical that it be universally accepted and usable, which for many customers today means smartphone access, where they are more likely to browse, shop, and engage with companies.

With that in mind, here are features you should consider in your next Web to Print software:

Simplicity: The key is a minimalistic approach that eliminates clutter.
Shopping cart: Your cart should allow easy viewing and editing with a shortcut to view anytime.
Intuitive navigation: Implement a navigation system that’s easy to understand and use. Consider hamburger menus for space efficiency.
Thumbnails: Display a small image representation of products.
Personalization: Show previous purchases.
Touch-friendly interface: Ensure buttons and links are of a size that makes them easy to tap, even on a smaller screen.
Fast loading: Use high-resolution images that don't pixelate on zooming. Compress images without losing quality to ensure they load quickly.
Video content: Integrate short, engaging videos that showcase new products (e.g., large format, contour cutting, promo products) and/or offer quick tutorials (e.g., how to prep files).
Responsive design: Ensure visuals adjust smoothly to different screen sizes and orientations.
Custom user experiences: Allow users to set preferences that modify the browsing experience, like displaying preferred product categories first.
One-click purchasing: Implement systems tied to automatic billing services, virtual business cards, etc.
Targeted alerts: Send notifications about purchase status.
FAQs and self-service options: Provide comprehensive resources for users to solve common issues independently.

Preparing for the Future

Mobile optimization is enhancing e-commerce adoption, particularly in Web to Print services. By motivating customer engagement and catering to the preferences of all generations, it takes into consideration the Amazon Effect, with features that have become the standard for many e-commerce buyers.

These elements are not just about introducing appealing interfaces but also about creating an ordering experience that aligns with today's fast-paced, technology-driven workplace. And this means considering the specific requirements of those who are comfortable with technology and seek seamless, efficient online shopping experiences.

Doing so is vital for businesses looking to adapt and thrive in the evolving digital marketplace.