While it’s true that mobile commerce is a relatively small portion of all retail sales, it’s also one of the fastest growing segments. And it’s quickly becoming quite a significant chunk of all eCommerce sales, which indicates that companies large and small would be wise to give some serious care and attention to their mobile strategies.
With that in mind, here are several ways to make the mobile shopping experience easier on your customers, improving the user experience and hopefully the conversion rate as a result.
Okay, so this is sort of UX 101, and it obviously needs to be true of all platforms, but shopping on a mobile device is an especially distinct experience that demands simplicity. Minimizing the number of taps that the user has to make in order to find and purchase an item would logically increase the likelihood that he or she will actually do so.
This point is related to the above one about simplifying the purchase process, but allowing a customer to instantly add an item to the cart from a search results page can be beneficial on mobile devices, where navigating back and forth between results and product pages is more cumbersome than it would be in a traditional desktop/laptop environment.
Along with making it easy for a customer to add items to the cart, the cart itself should also be quickly accessible at any point in the process of shopping. If the location of the cart isn’t intuitive, then there are bound to be some users who can’t find it, end up growing frustrated, and leave items in the cart — leaving you with nothing but a missed opportunity.
User registration can greatly enhance the mobile shopping experience by streamlining future checkouts, but if a user doesn’t already have an account with you, then you shouldn’t force them to create one. The process of entering detailed personal information and confirming an email address is tedious (especially on a mobile device), so make sure to allow an “out” in this situation — guest checkout. That way, you can only request the bare minimum amount of information required for a purchase.
Throughout the entire checkout process, there should be some sort of indicator to show the customer how close the actual moment of purchase is. A simple example would be a chevron graphic at the top of each page in the checkout process. This will help users to know that they’re actually getting closer to the end goal of completing a purchase.