November 3, 2010, 1:16 PM

A focus on buying, not selling, can guide mobile site design

Retailers must consider shoppers’ needs for m-commerce.

Lead Photo

Jo Benson

As more consumers use mobile devices to shop, the practice of simply repurposing a site for mobile no longer will be enough, says Jo Benson, chief operations officer at Vortx Inc., an e-commerce technology provider. Benson will speak about that subject at the Internet Retailer Web Design & Usability Conference 2011 in a session entitled “Mobile: Step by step through a mobile site design” from 2:30 p.m. to 3:15 p.m. on Feb. 16.

“Too many online retailers spend too many hours thinking, ‘How can I sell more?’ I have learned the magic of teaching those same retailers to think, ‘How can I help my shoppers want to buy more?’ That small change of attitude can lift conversion rates through the roof,” Benson says. “Above all, it is true of mobile devices. It is vital for anyone hoping to sell products over smartphones to focus on the needs of the shopper, and therefore to design with speed and convenience in mind. My presentation will use real, live examples to press home the power of conscious mobile design.”

Benson says that retailers who are serious about capturing the anytime, anywhere consumer will have to create sites specifically for display on mobile devices. Benson’s session will look deeply into how an e-commerce site differs from an m-commerce site and walk attendees through an actual site design step by step, with explanation of the decisions that have to be made at every stage to ensure the best mobile experience.

Internet Retailer’s editors asked Benson to speak because she has been passionately involved at the forefront of the mobile revolution, spearheading the development of one of the first affordable custom mobile shopping carts. Following an earlier position with IBM United Kingdom, Benson founded, built and sold a software company as well as an online travel company. As chief operations officer at Vortx, she’s overseen the transformation of the company from a service-based model into a successful combination of services and products. She is deeply involved in the strategic planning for the company, as well as the implementation and daily operations.

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