With more online shoppers using mobile devices to buy from their favorite brands, ecommerce retailers must keep up with technology on their websites. Your customers have the expectation that making purchases with a smartphone or tablet will be as easy as doing so on a laptop or desktop.
You must improve your checkout process to create a positive customer experience no matter the device your potential shopper is on. Mobile shopping carts are the most likely to be abandoned, with a staggering 85.65% ditch rate.
Below we share some tips to help you come out ahead of that statistic by optimizing your mobile checkout process so you can convert more shoppers.
#1 – Simplify Checkout Pages
Filling out personal information on a mobile device can be much more challenging than using a laptop or desktop. The screens are smaller, and thumbs are bigger. That’s why it’s important that your checkout pages are as simple as possible. Consider doing the following to simplify your store’s mobile checkout process:
- Design– The layout you use should be optimized for small screens so that it’s easily navigable. Keep the checkout form all on one continuous column and don’t place questions or information fields side-by-side. Also, your labels should be top aligned to minimize the horizontal space that’s required.
- Addresses– Customers don’t want to enter the same information twice, and they usually use the same address for both shipping and billing. Offering a checkbox that allows them to use their shipping address as their billing address simplifies the issue.
- Autocomplete– Enabling autocomplete in HTML for users saves them time and hassle because they won’t have to enter information that they’ve previously entered.
- Length– Keep your checkout form as short as possible, asking only for pertinent information. The longer the process, the more likely users are to give up.
#2 – Make Payments Easy
Technology has greatly increased the number of payment options consumers have today. Long gone are the days where a credit or debit card was the only option for making online purchases. Now, there are far more than most people can name.
Providing customers with as many mobile payment options as is feasible for your business will help keep your cart abandonment rate in check. Besides just plastic and PayPal, consider adding the following providers to your checkout process:
#3 – Reduce Friction
Mobile shoppers expect their transactions to go smoothly. Anything that presents an obstacle in the process increases the likelihood they won’t complete their purchase. Here are a few things to add to your checkout page that will help reduce friction causing shoppers to bail:
- Order Summary Page– Make sure your order summary allows shoppers to review and edit their carts prior to checking out.
- Guest Access– Offer a guest checkout option for shoppers. Not requiring customers to sign up before they make their purchase will keep them from abandoning your site. Instead, deliver your value proposition for creating an account after the sale is complete.
- Thumb Zone– Most people use one hand to operate their mobile devices. It makes it easy for them when you keep actions within the “thumb zone” – the middle area of the phone that can easily be reached with their thumb.
#4 – Show Progression
This is a simple fix that can make a world of difference to your customers. Add a progression bar showing them exactly where they are in the checkout process. This lets them know how much time is left to complete their transaction, so they don’t feel like it’s a never-ending endeavor.
#5 – Make it Secure
Customers wants their personal and financial information secure when they make online purchases. There are a couple of things you can do to ensure that your shoppers know you care about their security:
- Add Trustmarks– Display information and seals that demonstrate your site’s trustworthiness. Consider these:
- SSL certificate and mention a secure shopping experience
- Logos of the payment options available (Visa, MasterCard, etc.)
- Clear and visible customer service policies (shipping, returns, etc.) and customer service help options
- Any other business accreditations (Better Business Bureau, Google’s Trusted Store Seal, etc.)
- Streamlined Experience – It may cause customers to lose some trust and question your website’s security when they are directed to a different domain to complete their purchases. Do your best to keep users your site to finalize their transactions.
Final Thoughts about the Mobile Checkout Experience
As you consider the mobile checkout process, always keep your users in mind. Think about what you expect when using your mobile device to make purchases – the experiences you like and the hiccups that make you click out of the store. Use the tips above to optimize mobile checkout and create an experience that you enjoy, and your shoppers will enjoy it too.
What’s your mobile conversion rate like? Let us know your plans to improve it in the comments below!