With the advances in technology, mobile eCommerce has experienced a significant boost, and online customers are more inclined than ever to complete their purchases through mobile platforms. Back in 2012, 25 percent purchases were completed through mobiles, whereas more than 62 percent of online purchases made this year were finalized through mobile platforms.
Mobiles have drastically evolved into all-purpose devices, and with the access of internet everywhere, users prefer to utilize portable platforms from which purchases can be completed easily. Brands are shifting towards optimizing their sites for mobiles to offer a streamlined user experience to the majority of potential customers that visit through such devices.
With Googles announcement for mobile first indexing, optimizing for mobiles has become mandatory to achieve top SERP rankings. While a user may be drawn towards a site through indexing, it is the checkout area which determines if the lead turned out to be a conversion or not.
Mobile checkouts require customizations on different areas since their dynamics are different from other devices. The users are often multitasking and moving from, which requires essential activities to be displayed only. Since the screen size is smaller and instead of clicking, interactive elements have to be tapped; the objects have to be modified accordingly. Even the keyboard has to be specific in providing required input for required for the customers to successfully purchase products and services.
Mobile Checkout Optimization – What’s Different?
Since mobile devices comprise of varying hardware and software differences, following some of the main constraints that affect mobile checkouts:
Reduced Screen Size:
There is a considerable reduction in screen size, which affects elements such as fonts, buttons and how content must be displayed.
On-screen keyboard and touchpad:
Mouse and keyboard are replaced by touchscreen and on-screen keyboard, which limits capabilities and requires special attention to provide necessary input to complete checkout.
Customers favor mobile due to portability and have lesser time to invest in making decisions.
Trust: Sites which integrate poor checkouts often suffer from low conversion rates since users are less inclined to trust them.
10 Techniques to Optimize Mobile Checkout
The following 10 techniques will aid in optimizing your mobile checkout to boost conversion rates.
1. Touch Sensitive Designing
Mobile devices heavily rely on touchscreen sensors to detect user input rather than conventional mouse and keyboard, which places them in a completely different category than desktops. Relatable checkout elements such as add and reduce buttons for a product should be close for user facilitation. Since 49 percent of users hold their devices with one hand and enter details with the other, the checkout should be designed to allow navigation with one hand.
2. Adjust Buttons
Buttons on mobile checkouts require optimization to provide an unhindered user experience. Since the screen size is a constraint, instead of relying on aspect ratio, increase button size so users can easily view what they are selecting. Finger size of users also varies, so increase the distance between them to avoid wrong selections. Choose colors and font which can be spotted instead of being ignored.
Customers require buttons that explain their purpose through their text and since there is already limited space to display any additional information on mobile devices, the CTRs have to be precise, such as “Remove Product” and “Add to Cart”. This ensures customers have knowledge of what action to perform and their overall checkout procedure is assisted through the CTRs.
4. Relevant Inputs through Keyboard
Provide a relevant keyboard to the user with the input values required to complete the checkout process. In case only numerical data is required, provide Numerical-Only keyboard to eliminate chances of a user getting confused and entering wrong data as well as simplifying the overall process.
5. Social Media Integration
Almost all users are connected to one social media platform or the other through their mobile devices, so offering them social media login is a suitable alternative. This permits authentication and even allows users to share their purchase history if they were satisfied with the products and services, which promotes your brand.
6. Guest Checkout
One of the biggest issues that customers face during checkout is when they are prompted to create an account to continue with their purchases. Mobile users are specific on the time they invest, and 35 percent of cart abandonment is attributed to registration prerequisite.
To streamline the user experience, allow completion of checkout without registration and offering the option after user has pulled through with their purchase. You can offer registration at the start of checkout process with concise details on advantages or incentives to entice user towards registering.
7. Specific Checkout Area
When the customer proceeds to the checkout area, isolate all unrelated material so they can focus on the purchase alone. Since the screen on a mobile device is already limited, it permits removal of unwanted elements to display those which are relevant. You can add custom checkout fields in order to collect all the necessary information for a successful order processing. The user can enter related details with ease and swiftly proceed with the checkout process.
8. Display Checkout Progress
Users are at ease when they are aware of how much time the checkout will take and their progress. Displaying checkout progress through a simple bar assures the customer that they are moving towards their objective and have not made any mistakes so far. In case they wish to backtrack to a certain part of the checkout, they can choose which step to modify and implement changes in that area.
9. Streamline Checkout Forms
Entering lengthy details during checkout is already time-consuming and becomes an even more hectic task on mobile devices. To ensure that users do not have second thoughts about their purchases, remove unnecessary details. Since many of the fields require unconventional spellings, disable spell check and allow the user to select information for fields whose data can be fetched automatically such as zip code and social media account.
10. Grammar Matters
Users are more inclined to purchase if the checkout if has no grammatical errors. While it may seem trivial, customer trust is of utmost importance since online scams threaten personal information and financial assets and shady sites often display such traits. Review your checkout mobile checkout thoroughly to remove such errors.
By implementing these 10 practices in your mobile checkout, you can increase the revenue being earned, reduce cart abandonment and deliver a satisfying user experience which guarantees repeat purchases.