57% of Holiday Sales Will Be Mobile: Is Your Listing Ready?

Adobe projects that 57.4% of all online holiday sales this season will come from mobile devices, up from 56.4% last year. On Thanksgiving Day, that share jumps to 63%.¹ And when shoppers use buy now, pay later, 82% of those transactions happen on a phone.²

So more than half of your holiday revenue will be decided on a screen about six inches tall. Yet as a Global Ecommerce Accelerator, the most common listing issue we come across is content that was designed on a desktop and never checked on mobile.

On mobile, shoppers make their decision with much less information. Before they scroll, they typically see:

• Your main image (and maybe a swipe through a few more)
• The first part of your title
• Your price and star rating
• Delivery date

That's it. Your beautifully written bullets and detailed A+ content sit further down the page, and many shoppers never reach them. That's why Amazon listing content optimization for mobile is about putting your most important information first, not adding more of it.

1. Pass the thumbnail test. Shrink your main image down to the size of a search result. Can you still tell what the product is and why it's different? If it's cluttered or the product looks tiny, re-shoot or re-crop so the product fills most of the frame.
2. Front-load your title. Titles get cut off on mobile search results. Put the product type and the one benefit that matters most in the first few words. Brand, size, and color can come after.
3. Make your secondary images do the selling. Mobile shoppers swipe through images faster than they read bullets. Use those slots for your key benefits, size comparisons, and "what's in the box." Keep the text on images big and short. If you have to zoom in to read it, so will your customer.
4. Get your first two bullets right. On mobile, shoppers often see only the first bullet or two before scrolling past. Lead with the strongest reason to buy, not the product's dimensions.
5. Add a short video. A 20- to 30-second video showing the product in use answers questions faster than any paragraph can. Make sure it works with the sound off, because most people scroll silently.
6. Make the A+ content readable on a small screen. Wide banners with small text look great on desktop but turn into unreadable strips on a phone. Check each module on mobile and simplify anything that doesn't hold up.

If you sell on more than one marketplace, or on your own site too, the same mobile problems usually repeat everywhere. This is where product experience management (PXM) comes in. It simply means keeping your images, titles, and descriptions consistent and well organized across every channel, so a fix you make once shows up everywhere.

Good product experience management (PXM) also saves time in Q4, when you're updating holiday images and keywords on several platforms at once. One clean master version of your content beats ten slightly different copies.

Every time you update a listing, check it on your phone before calling it done. Ask yourself:

• Can I tell what this is in two seconds?
• Is the main benefit visible without scrolling?
• Can I read every word on the images without zooming?
• Does the page load quickly on mobile data, not just Wi-Fi?

If any answer is no, that's your next fix. This kind of Amazon listing content optimization costs nothing but a few minutes, and it pays off on every single visitor.

A Global Ecommerce Accelerator approach to mobile is simple: start with your top sellers, because that's where most of your traffic lands:

• Open your top 10 listings on your phone
• Fix main images that fail the thumbnail test
• Rewrite titles so the first few words carry the message
• Reorder bullets so the strongest benefit comes first
• Replace text-heavy images with simple, bold visuals
• Add or update product videos
• Recheck A+ content on a small screen

Any Global Ecommerce Accelerator will tell you the same thing: you've already paid to bring those shoppers to your page through ads and rankings. Making sure the page works on the device they're holding is the cheapest conversion boost you'll get all season.