Are you Mad about Mobile? Well, Thomas Lichtwerch is and thinks you should be, too. Thomas and his team at Mad Mobile in Tampa, Florida design and build mobile websites and applications for top brands and retailers including Pier 1, Suzuki, Hunter Douglas, TJ Maxx, and Disney just to name a few.

Mad Mobile’s advanced technology and expertise can quickly convert the content and functionality from your desktop sites into mobile form. And the bonus is they can do it with little impact to your IT group.

Why take your brand mobile? Mobile is one of the fastest-growing platforms in the world. With 40% of U.S. mobile subscribers regularly browsing the internet on their phone and a projected 12.5% of all e-commerce transactions going mobile by the end of the year, it’s a channel that you need to be aware of. According to Google, mobile web traffic will surpass PC traffic by 2013.

The mobile web space is flourishing with retailers creating innovative mobile-friendly browsers for consumers. And they are seeing the benefits. According to Mad Mobile, retailers have reported higher conversion rates and larger order sizes due to mobile-friendly websites.

So, what can we expect to see from these next generation mobile websites? Well for starters, they feature animations, layered menus, touch events, offline caching, embedded video and location awareness.

There’s a lot going on here, so Mad Mobile breaks down the top 5 Features of Next Generation Websites:

1. Hero Shots: The glamorous model shots and glossy product photos on retail sites are now going mobile. Developers have the capability to create animated rotating shots while incorporating touch events. Consumers have the opportunity to browse with a simple flick of the finger allowing for increased engagement and interactivity. Not to mention it’s FUN!

2. App-like Experience: Mobile-web apps’ is what they’re calling it these days. Native apps provide speed and easy functionality capabilities. Now your mobile website can, too. Next-gen mobile sites include sliding menus, quick sort functionality and product list views that change without reloading the page. This means consumers can see your products quicker and get to the check-out line in no time. This translates into more conversions and less abandoned shopping carts.

3. Location Awareness: This is key. Mobile sites leverage the geo-location API to track users current location allowing them to provide relevant content specific to user’s surroundings. Looking for a product, but don’t know if it’s stock at your local Pier 1? With geo-location capabilities you can now find out!

4. Zoom/move product images: It’s no secret our smart phone screen is significantly smaller than the typical desktop. Product photos and information appear smaller, but ZOOM is a game changer. Zoom and move capabilities allow users to see the products in more detail. This easy function enables consumers to make smarter buying decisions.

5. Social Media Integration: Outside of email, social media ranks as the top mobile activity. Mobile and social go together, it’s that simple. Integrating social media platforms into the mobile website help brands engage with their consumers ultimately increasing the amount of time they spend with your brand. Include social media and you will enlist your viewers as brand activists, giving them the power to share your site and products with Facebook friends and Twitter followers.

If you like what you read today, you can have these blog posts delivered to your in box each morning by clicking here. Or, you can sign up for our free weekly e-newsletter by clicking here.

Rebecca Wilson is a Marketing Analyst for the 60 Second Marketer.