The eCommerce landscape is shifting so quickly that keeping an online retail site updated and accessible has become a time-consuming and costly task for companies of all sizes. With tablets, touchscreens, andan increase in mobile browsing, improving a company’s site can meanadding a multitude of new features and upgrades.However, there are some steps that all online retailers should consider absolutely essential for staying competitive. And what’s more, they’re easily implemented with the right tools.

Here are five steps every retailer can and should do now to improve their eCommerce platform and boost sales.

By Diane Buzzeo, CEO and founder of AbilityCommerce

State of the Industry

The vast majority of online retailers’ sites are not optimized for mCommerce. And while mobile has become ubiquitous among companies with successful eCommerce platforms, many mid-size and smaller companies continue to lag behind.  These challenges, while daunting, present a unique opportunity for this decade’s eMerchants: Keep your eStore current and experience greater brand exposure than ever before.

1.    Leverage a Mobile-Ready eCommerce Platform
If your company is among the 95 percent of online retailers that don’t offer mobile specific websites, separate yourself from the pack by building an accessible mobile platform. Consider employing a mobile-ready eCommerce platform and avoid in-house programming that can take weeks or months to implement. When building out a mobile presence, consider best practices like being mindful of the “fat finger.”According to Displaybank, one in three mobile phones in 2011, and one in two in 2014, will be equipped with a capacitive touch interface; your mobile site should display large, easily selected text, hyperlinks and search bars.

2.    Cross-Sell Products Online
Groupcomplementary products and cross-sellthem by displaying related items and accessories on individual product pages and during check-out. That way, it’s easyto encourage customers to add to their orders, based on what might interest them. This simple marketing strategy can translate into a generous bump to your company’s ticket average. Squeezing out every dollar in every transaction is one factor that separates high-performing online retailers from the rest of the pack.

3.    Encourage and Reward Customers’ Social Media Participation
Incentivize your customers to participate in the social media conversation about your brand. Involve those customers that “like” your company page in one-on-one discussions. For example, offer special deals to your company’s fans or use the page to announce new products and giveaways. According to recent Facebook statistics, the average user has 130 friends and spends 700 minutes on the site per month; it’s a networking opportunity no online retailer can afford to miss.

4.    StreamlineYour Check-Out Process
Make sure your check-out process requires as few steps as possible. More user inputs at this stage increase the chances of an abandoned cart. Does your site allow for third-party or guest check-out? Options are also important:offer different shipping options for eachitem and consider a floating shopping cart to keep the customer engaged with your products, even as they check out.

5.    Follow Up With Abandoned Shopping Carts
Don’t abandon abandoned shopping carts. It’s important to pursue customers who drift away, as studies have shown that customers areoften simply out comparing prices. Does the shopping cart save a customer’s order, should they wish to return at a later time, or do they have to start over? Make the process as simple as possible in order to encourage a completed transaction. You can even consider sweetening the deal with a promotion. After a sale is completed, send a thank you email that includes personal details about the transaction and suggested accessories or upgrades. Email marketing platforms can combine and automate all of these services.