September 20, 2011, 12:25 PM

Testing is key to developing mobile commerce sites

An MCF speaker will give tips, and mistakes to avoid, when developing mobile sites.

Lead Photo

Ken Mowry, vice president of multichannel apparel retailer Charming Shoppes, spoke at the Internet Retailer Conference 2010 on the importance of accessing and understanding data on how customers are using a retailer's web site and the sites of its competitors.

Retailers hoping to make mobile sites that are easy for consumers to use need to consider the differences between computers and mobile devices, such as screen size, says Ken Mowry senior vice president, marketing, for Charming Shoppes Inc.

He will speak at Internet Retailer’s Mobile Commerce Forum 2011 in a session entitled “10 Tips for Making a Mobile Site User-Friendly”. He will be joined by Todd Luckey, senior user experience specialist at technology consultancy Usability Sciences Corp., which has worked with Charming Shoppes, No. 132 in the Internet Retailer Top 500 Guide.

“Your mobile experience needs to mirror the same kind of compact shopping experience you have on your non-mobile site,” Mowry says. That doesn’t mean, however, that both sites should have the same features. For instance, drop-down menus can prove a hindrance for shoppers using smartphones. And, he says, site search via mobile might prove inferior when a retailer first tests a new mobile site.

During the session, Mowry will discuss the results of testing on Charming Shoppes’ mobile site, launched in early 2010, and also the main tips that other retailers need to know in constructing mobile sites. “Attendees will come away with things they shouldn’t make the same mistakes on and things they can immediately apply to mobile commerce sites,” he says.

Internet Retailer editors chose Mowry because of his extensive online retail marketing and user interface experience. In his current position at Charming Shoppes, Mowry is responsible for strategy and execution for e-commerce marketing and digital shopping experiences for Lane Bryant, Cacique, Catherines, Fashion Bug, Loop18 brands, and Fashion Genius. Prior to joining Charming Shoppes Mowry was a senior vice president in charge of user experience for Bank of America and before that director of webstores customer experience at Sears.

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