Consumers are more likely than ever to grab their smartphones to browse retailer websites, making it essential for your ecommerce software to be functional and intuitive on any device. A recent survey by ShopVisible found that mobile site traffic accounted for 30 percent of all traffic in 2013, which was a large jump over previous years.

When you have a mobile site that works well, shoppers will be better able to browse your products and make purchases. Here are a few tips to keep in mind for setting up a mobile site:

Choose one approach. Practical Ecommerce pointed out that retailers can create a standalone mobile site, use adaptive web design that covers desktop, phone and tablet browsing, or opt for responsive web design that changes the site layout based on the size of the device. The third option tends to be the most popular, according to the source. You can customize layouts and content for various screen sizes, and the URL is the same no matter which platform your customers are using.

Since mobile screens are smaller than desktop monitors, you'll want to come up with a simpler presentation style. Trying to include too much information on a mobile site will only make it more confusing and difficult to use.