It’s over! Let’s begin. This is the scenario we generally have every time when we buy something…
Talking about Mobile SHOPPING – it’s dandy! Right?
And, the bar of mobile shopping is skyrocketing, according to the Comscore.
But, do these pool of mobile shoppers actually make the purchase from mobile. The answer is NO. It’s the fact.
Though, customers are willing to research about the product on mobile before making any purchase, but they show less inclination for shopping from it. Furthermore, the scene of increasing cart abandonment is also buzzing these days.
It’s happening not because the customers don’t want to shop from mobile, while it is something else. It squarely put the blame over the UI, designs, graphics, content, flow of the Ecommerce, selling process and last not to forget checkout.
Making online businesses mobile responsive is a trend that you don’t need to give a single thought to. But, providing seamless Ecommerce experience of Desktop on mobile is thought provoking.
Many times, Ecommerce owners forget the elementary point that making the desktop website compatible for mobile is good, but it cannot be the exact replica of desktop version, while it needs to be different. As it ruins the overall shopping experience.
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This thing mostly happens during the checkout process, which is the most important part of online shopping.
There are hundreds of examples of online retailers that failed just due to poor checkout and succeeded because of the best checkout. Leading retailers such as Apple, Bellroy, Nixon, Amazon and Fab are names to few.
Let’s dig deeper to know about the key points that E-retailers need to comprehend at first.
1. Keep important fields only
Ecommerce triumph because of the utmost convenience and comfort they provide to the customers.
So only essentials fields need to be included in the checkout page as customers find it annoying and the hassle of entering info in numerous field may make them to abandon the cart.
Also, instead of keeping all the fields, it’s better to divide them and include in the separate pages.
2. Guest checkout – the million dollar button!
Customer’s shopping mood is like a bubble and when this bubble get burst, you never know.
Compelling the customers to create an account and then confirm it, takes time and tiring as well, which customers less prefer to complete.
Enabling customers to shop swiftly with guest checkout button would delight them and it will shoot up your sales and revenue.
After the checkout, you can provide the customers an option to create an account through pop-up. The customers would delightedly fill the information as they will be able to track the ordered product.
3. Don’t you care about usability
At the checkout page, all the menus in top bar may switch the customers’ mind to elsewhere. Keeping the content is good that inform customers about Ecommerce guidelines and policies, but on the checkout page, it proves to be distracting and may impact customers’ buying decision.
4. Use mobile UI elements
Not only UI, but the elements added onto checkout page also interferes with the user experience. It’s shocking, but it really influence.
For instance, while using mobile, customers prefer to touch in place of typing, so keeping drop down menus are more effective and enable fast checkout.
5. Display progress indicator
Although there are some basic fields that customers have to fill, but they always wanted to know exactly where they are and what more they need to fill being in hurry.
To not let customers worry, showing progress bar at the top is a good practice that almost every Ecommerce is practicing. Also, it alleviate customers’ stress of being caught up in a long checkout
process.
6. Loading speed
Remember, presently your customers are up to their neck in.
When it comes to mobile shopping, customers even have the less time to browse your products and make the purchase. They always wanted to checkout in a matter of seconds, preferably 2-3 seconds.
High performance is bare bones to convince the customers continue their shopping and assure that they will get the same prompt response in future as well. And, not to mention, at the end, it would influence your bottom line profits.
7. Robust security
Customers are counting on you by providing their crucial financial data while shopping.
A few instances of some online retailers where breach of trust or leak of financial data has had happened previously, hold back the customers and don’t let them purchase.
Retailers can reassure the customers that their details are secured and safe while making any transaction with Ecommerce by highlighting SSL certificates or other. For instance:
8. Enable smarter payments by going card less!
Every customer don’t like to pull out the credit/debit card from their wallet to make the payment for a product purchase.
They prefer to make online payment using online payment services like Paypal, Amazon, Gocardless or Google wallet. Incorporate the same practice to uplift conversion rates.
In a survey, it is reported that out of every 100 people reaching the payment page, 68 leave the page without making any purchase due to alternative payment methods unavailability.
9. Enlarge CTAs size
Although your Ecommerce checkout page is amazingly designed, but sometimes having a lot of icons and fields on checkout page hide the CTAs like- Checkout, Proceed or other from the user’s view.
And, if customers can’t click, then they will not buy, eh!
Keep the CTAs gigantic so that they can be easily perceived by the customers and they tap them at ease.
Even, the tests had proven that this small change would have amplified the conversion rate by 5%.
10. Let them preview the order
When the customer is about to tap ‘Payment’ button, they always want to view the product’s complete detail including- Product name, Quantity, Cost, Delivery time, Shipment charges, tax, etc. on the payment page.
If it’s not shown, they would click back and then again redirected to the page where lots of products are before them. It muddies the water.
So ensure your shoppers click through to the final step of payment by assuring them with the display of complete details of order.
The last word- It’s a matter of experience!
Hello Ecommerce stores! Have you ever checked your Ecommerce checkout page? Does it look like a checkout page of 1999?
Undoubtedly, your answer will be NO. But, it has really become obsolete.
Your crowded checkout page is showing a pool of information and that’s good. But this is what you think not the visitors.
Is this information usable and useful to your customers? Are they interested in reading the piece of information? And, a lot more questions I want to ask that you have never realized.
But, I hold on.
And, pen down the ten points which bring the gap between your Ecommerce store and your customers in limelight. Narrowing the gap would fulfill all the mobile customers’ expectations and improve the checkout experience as well.
Checkout is the critical point where if your Ecommerce stores fail to make a grip over customers, then you can’t dream about outperformance and outgrowth of your store.
If you are about to start an Ecommerce store development or already have a full-fledge online store, then begin assessing your checkout page performance, know your audience and design it as per your customers’ anticipations.
