Why eCommerce Multi-Screen Strategy Beats Conventional eCommerce Development?


A certain customer from a two-tier town visits the local store and checks out the variants and prices for the product that he wants to purchase. Once out of the store, the same person intends on comparing the prices of the same product with the online store. This customer is spoilt by the availability of the different point of contact with the store, and its products, and tends to exploit all available points of contact by browsing through them. The research for this customer should be complete, and he purchases the product only when he is satisfied with what they have to sell. The customer goes through several points of contact, and ultimately purchases from the device they have at hand at the time they are committed to buying.

When this customer is going through all the points of contact, and is planning the purchase, you should offer similar experience across. Your experience should compel the customer to make the purchase from at least one point of contact. When you are planning for eCommerce website, you cannot plan for single screen strategy anymore. You are in the multi-device, omni-channel retail moment, and you need to think of multiple screens at the planning stage itself. In fact, you need to make sure the different screens send out similar experience, thus pulling your audience to your brand.

Why Multi-Screen Strategy?

In the new inbound marketing era, personalization is the key to gain maximum conversions and increase your ROI. You need to understand how your consumer interacts with eCommerce website, and how they shop before you can come out with a strategy to improve their experience. You will get enough data that supports the fact that most people like surfing across the different browsers and devices before making the final purchase. Their device time should be leveraged upon so that you can maximize your output and better your profitability.

You never know how your user is going to land on the purchase they are supposed to make. This is why you need to ensure your user experience is similar across all the different devices and offline points of contact, so that they are compelled to make the purchase. This conversion is one of the major reasons why you should strategics for multi-screens. Engagement through mobile app will help improve the overall experience.

Dos and Don’ts of Multi-screen

When you are planning for multi-screen in your eCommerce website, you need to understand the dos and don’ts of this strategy. Here are a few that might help you plan better.


Be Responsive: With a responsive site, you can ensure your pages are well-organized and can be read into easily. The size of the screen and its resolution matches the device type, and sets as per the width and length of the screen. The main idea is to emphasize the content most useful to your shoppers, and make it prominent.

Optimize Image and Content: When you are planning for a responsive website, you need to optimize your image and content such that they fit all sizes and appear similar on all screens. The optimized image and content will improve loading speed and thus the performance of your eCommerce website

Useful Content: Content is literally the king of everything that you do. If you have an eCommerce website, and don’t have good content on the site, you are literally losing out on possible converts. Offer content that your audience is looking for, and will fight tooth and nail for. You can include product descriptions, blog posts etc. that works in your favor.

Avoid Using Mobile Domain

When you are creating various versions of your eCommerce website, make sure you are using the same domain. Don’t experiment with different types of domain, as that can cause a negative impact on your store’s search rankings. It will cause the shoppers to reach different versions of the site from different devices. Reaching a mobile site from desktop can be negative for you.

Videos that don’t Play

Many eCommerce websites include videos, but don’t check if it plays or not. Don’t ever make the mistake of doing this. Always ensure your video plays across the different devices that your user is meant to use.

Avoid Pop-ups

Pop-ups tend to irritate your customer, so avoid using it as far as possible. This might drive away your potential convert.

With these dos and don’ts you are ready to increase your ROI, and work towards increasing conversions.

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Vishal Nakum

Vishal Nakum is a tech enthusiast with a passion for exploring the latest developments in the world of technology. He has a keen interest in emerging technologies such as Artificial Intelligence, Machine Learning, and Blockchain, and enjoys keeping up-to-date with the latest trends and advancements in these fields. Vishal is an avid learner and is always on the lookout for new ways to expand his knowledge and skills. He is also a creative thinker and enjoys experimenting with new ideas and concepts. In his free time, Vishal enjoys playing video games and reading books on technology and science.