"This mobile-optimized site was designed to help customers find the information they are looking for when, where and how they are looking for it," said Dave Thoma, LifeWay.com's director of eCommerce.
Thoma said the mobile experience reflects the full version of the LifeWay.com site specifically built after studying customers' mobile patterns and preferences.
"User activity on smartphones differs substantially over PC or tablet usage as a result of the smaller screen size," Thoma said. "We took this feedback and made it very easy for them to find articles and products on the mobile site."
To help users find the right resource, a drop-down menu is located at the top of the site. Customers can shop by categories such as "Bible studies" or "camps" or by roles such as "church leadership" or "home and family." The navigation bar also hosts the site's search menu, shopping cart and store locator.
If users have their smartphones' "location services" turned on and click on the store locator option, the site will automatically display the closest LifeWay Christian Store.
Current customers can log in to their LifeWay accounts at the bottom of the site or a new user can register -- within a few clicks -- for a free account.
When people log in using their mobile devices, Thoma said, the site automatically displays the right-sized graphics and text.
Noting challenges his team faced due to the diverse backgrounds of LifeWay's customer base, Thoma said, "Some customers know LifeWay only as a bookstore. But many church leaders know LifeWay as more of a church resource provider for Vacation Bible School, Sunday School curriculum and Bible studies, so LifeWay has a chorus of ministry voices and subject matter experts.
"We had to balance these two main audiences with the vast number of content articles and media-rich resources available on our full site and deliver a similar, excellent experience," he said.
Thoma said his team enjoys service LifeWay's online customers. "They offer helpful feedback on how to make their experience better and are pleasant to work with. We hope we can continue to adapt our mobile experience to match the evolving needs of our customers no matter where they are," he said.
To see the new mobile site, visit LifeWay.com on your mobile device.
Jon Wilke is manager of media services for LifeWay Christian Resources of the Southern Baptist Convention.
Copyright (c) 2012 Southern Baptist Convention, Baptist Press www.BPNews.net