I am sure that everyone would agree to the fact that smartphones and other mobile devices are here to stay. In India, the last few years have been clear examples of how the country is athirst for on demand convenience. Mobile first companies like Uber, Ola, Myntra etc. have become household names. Hyperlocal services of various kinds are now available at the flick of a screen. The focus here is not on launching another app driven business but to highlight the importance of mobility to stay at pace with the connected consumers.
A few facts…
- There were over 2.6 billion smartphone subscribers globally in 2015, and the number is expected to rise to 6.1 billion by 2020 i.e. roughly 70% of the total world population at that time. 
- Google already understands the importance of delivering a great mobile user experience, and its search engine gives preference to mobile responsive websites. If your competition is having a mobile friendly website, maybe it’s time that you do too.
- Enhanced user experience on mobile leads to more engagement. In 2015, Indian eCommerce sites on an average saw 78% of traffic coming from mobile, and 41% sales happening through mobile devices as well. 
At EBS, one of the leading payment gateways in India, less than 10% of traffic was from mobile devices back in 2013 – the same has now risen to more than 27% now within span of 3 years. If you are running a business online, it’s highly likely that you are observing the same trend. Nir Eyal, Author of ‘Hooked: How to Build Habit-Forming Products’, writes in his book -“79% of smartphone owners check their devices within 15 minutes of waking up every morning”, this is a small indication of how deep mobile has penetrated into our daily lives.
What Needs to Be Done
- Plan Your Mobile Strategy
While a mobile app might be more engaging and personalised than a mobile responsive website, it might not be necessary for every business. The need of a mobile app is highly dependent on the nature of your business in terms of how often would your customer be using your services, how engaging are your products / services, how important is the user experience for the success of your business, etc. While we can keep on discussing the importance of a mobile app and a mobile site, this in no way means you shun the importance of having a website.
- Pay Attention to the Interface
It is essential to keep a seamless experience across web & mobile, however do note that the two aren’t the same. While designing your mobile site or app, try to make it close to the contemporary design standards for mobile. For app development, you’ll need to pay attention to the latest design references for respective operating systems as well. Usage of all the native features of a smartphone is very crucial in delivering a highly intuitive & customer friendly mobile app.
Like your website, ensure that your mobile site is also secure. In case of a mobile app, test thoroughly for any vulnerabilities and security loopholes. This might particularly be required if you have in-app transactions.
- Choosing the Right Payment System
Several companies have created secure payment gateways for both mobile sites & apps. Security is the foremost thing to look for while running a digital business. At the same time ensure that the 3rd party payment system allows you to customise the checkout experience to make it in line with the overall theme. Value added features like reading of OTP, auto pinch & zoom to relevant fields of a non-mobile optimized page, etc. are also important features that one should consider while selecting a payment gateway partner. Ready to integrate SDKs provided by some of the payment gateway players such as EBS can cut down on your integration efforts and time drastically.
- App Indexing
App Indexing increases discoverability of your app on Google Search engine. Mobile users who search for content related to your app can see an Android app install button in search results.
Apart from these, ensure that the content and communication that goes out on mobile is clear and concise. Large images & buttons might work better if you have more than one call to action. Start with a prototype, and ensure your tech team does rigorous testing at every stage of development.
EBS is committed to enable seamless payments options to enable commerce, you can easily integrate with EBS’s android & iOS SDK’s for accepting payment on your native app.
Is there any other point you’d like to add to the list? Do share in the comments below.
E-Billing Solutions (EBS) established in the year 2005 is headquartered in Mumbai. EBS offers a secure payment system while supporting multiple payment options including international payments. It is a fully owned subsidiary of Ingenico Group. With its acquisition by Ingenico, a global leader in seamless payment, EBS has now access to world class product and solutions to augment its existing services.
Disclaimer: This column is powered by E-Billing Solutions (EBS)