When Motorcycle USA launched its commerce-enabled site, it did not expect to see consumers buying products via their handsets.

However, the company knew that search engines had the opportunity to be a vessel for high conversions.

Additionally, email plays a large role in driving traffic to the mobile site.

It is important for brands to remember that with the multiple ways that consumers are interacting with a brand, all channels need to be optimized for mobile to give users the best experience.

Therefore, the company has used mobile redirection and detection that is aimed at getting consumers to what they are looking for as quick as possible.

It is also important for the mobile experience to be uncluttered and simple.

Consumers are using their mobile devices as the primary way to comparison shop.

For example, Motorcycle USA has seen that consumers often enter multiple promo codes on the mobile site. Consumers are searching high and low for as many coupons as possible, making it difficult for brands to control.

Reviews play a large role for consumers. When a product has 20 reviews versus one, the conversion is huge.

Mr. Miller said that the mobile site has a 50 percent conversion rate compared to desktop, which shows that consumers are not only interacting with the brand, they are also buying via their handsets.

Testing is key to any mobile initiative, per the exec.

To see how Motorcycle USA consumers were interacting with their devices, the company looks at data on where on the screen consumers interact the most. Additionally, the company can see how long consumers are on a mobile site.

?Until you have the data, you don?t have anything to argue about,? Mr. Miller said.