The key to designing a successful mobile commerce site that draws traffic and generates sales is summed up by MoreVisibility executive vice president Danielle Leitch with a simple phrase: “Give the customers what they want.”

Leitch, critiques of mobile site designs and apps”, says visitors and shoppers will react positively to a mobile commerce design that is visually appealing, built to accommodate a wide variety of smartphones and web-enabled handheld devices, and makes the visitor feel like she is having a unique experience.

“At the end of the day, no matter how a visitor is accessing the mobile site, the design and functionality need to make that shopper feel like the whole thing is personalized,” says Leitch. “You begin the design process by digging deep into your web analytics to see how and with what mobile device customers are accessing the e-commerce site and what pages they find most important.”