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How to Make an FMCG Website Mobile Friendly

Google says people are 5x more likely to leave a site if it isn’t mobile-friendly.

With the online shopping market booming, there are more people shopping via mobile devices. But there’s also lots of competition. If you want to stay ahead of other FMCG brands as well as convert visitors on your website, you need to have a strong mobile strategy.

What a mobile friendly site looks like.

Mobile sites are designed to work seamlessly on mobile devices. When your desktop version is converted to a mobile screen, it should translate in a way that’s easy to view, read and digest.

Mobile users are impatient, and if your site is slow or difficult to use on a mobile, you’ll most likely lose valuable customers who you’ve worked hard to get there. According to Google, people are five times more likely to leave a site if it isn’t mobile-friendly.

Your site needs to be designed to fit a mobile screen perfectly, and offer a user experience that works well on both mobile and desktop. Did you know that in the UK, about 50% of ecommerce transactions are now made on a mobile device instead of a computer or laptop?

Mobile-geddon is here, and it’s time for FMCG brands to prepare for it, or face being lost in the sea of sub-par mobile sites. In 2016 mobile overtook desktop as the primary device used to access websites.

The importance of having a mobile friendly FMCG site.

Their shopping experiences are merging.

Having a site that’s accessible via mobile is important to FMCG’s for a number of reasons. One reason is to do with how people shop these days. It’s not just about going in store and browsing products anymore, the online and offline shopping experiences are merging.

Your customers like research.

According to Econsultancy, 34% of consumers did online research before a recent in-store purchase. Did you know that John Lewis recently invested £4m on iPhones for 8000 shop floor employees across 20 of its stores? This is a great example of omnichannel marketing.

You have the whole range.

You want a tip top mobile site so that when customers are out and about they can purchase easily and check out your full range online. Especially as brick and mortar retailers may only stock selected products.

It’s more cost-effective.

Oh, and another thing, you’d be surprised how much time customers can spend on the phone with your employees. This drains resources and valuable time. Purchasing directly on mobile means customers are less likely to call to discuss products with your team. As long as product descriptions are accurate and helpful enough, they should have all the info they need online to make a purchase.

Data capture for you.

Plus, when customers purchase FMCG products on a mobile, you can capture extremely valuable data at the same time. You have the customer details stored and you can use their email address for email marketing purposes.

Your opportunity.

Aside from all other reasons, one of the main arguments for focussing on improving your mobile site is customer service. Because customers expect their shopping experience for fast moving consumer goods products to be quick and easy. Ultimately you kinda want people have a positive experience interacting with your brand.

The challenge for FMCG sites.

The fact that brick and mortar retailers stock FMCG products too means selling direct is even harder so having a mobile friendly website with good UX is paramount to alleviate all sales blockers. Your mobile site should take priority because of the weight Google places on mobile UX, having a mobile responsive website and mobile optimisation.

Improving FMCG sites.


When your customers view products on a mobile, their screen size is dramatically reduced, which means key product features need to be made clear. According to the Inclusive Design team at the University of Cambridge, ecommerce images should communicate the brand, the type of product, the variant and the size.

Product pages & UX.

Your products need to be showcased in the best possible way, even on a small mobile screen. So make sure your product pages truly offer everything your customers need. Think about your customer’s mobile user journey, what routes might they take on a mobile and how you can streamline the whole process.

Checkout process.

Say you’ve done an excellent job and you’ve managed to get a customer to the point of purchase. The last thing you want is for them to abandon their shopping cart because your checkout process isn’t fluid. This is a key stage in the buying process, and your mobile site needs to enable people to easily and quickly purchase multiple FMCG products.

Tools & resources.

If you’re wondering how responsive your site is, try Google’s mobile friendly tool. This tool created by Google will help you to determine whether your site is mobile friendly and highlight areas for improvement.

The long and short.

Want to see what mobile optimisation can do for your FMCG brand? Take a look how we helped superstar foodie Deliciously Ella by providing a seamless user experience across all devices.

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