Tom Boisvert

It doesn't matter how good your content or product is, if it's not optimized for mobile, most users will lose interest. The shopping experience has shifted from a simple funnel to a sales loop with multiple points of entry. Shopping can begin in-store and end on a smartphone, or vice versa. If one of these entry points is lacking in any way — e.g., the path to purchase isn't clear and direct — consumers will get lost. With this in mind, it's important for retailers to understand how to optimize their mobile presence. This can seem like a daunting task, but the returns are well worth the challenge. Here are eight tactics to consider: