Designing To Sell: Creating A Checkout Process That Drives Mobile Sales
While the number of smart, Internet-enabled devices out there is dwarfing conventional PC and laptop usage, the shift towards mobile is not reflected in the current m-commerce figures. Research by e-marketer showed the mobile commerce accounted for 11% of all e-commerce sales in 2012 – growing by 81% in the span of one year and reaching a respectable 25 billion. The number is expected to rise to at least 15% in 2013. For retailers who are serious about driving mobile sales, it is imperative to design a smooth, intuitive and trustworthy checkout processes for mobile users.
But when you consider that the number of smartphones and tablets is greater than laptops and PCs, you’d expect the figures to be closer to 50%. Mobile users spend a lot of time researching products on their mobiles, but then go on to buy them in stores or through other devices. The volume of product research through mobiles is astounding.
A well-designed mobile checkout process can entice tentative users and persuade them to buy the products or services through their mobiles. Let’s take a look at five things web designers can do to improve mobile sales.
1. Provide Guest Checkout Option
If you force users to create an account or register with your website to make a purchase, you get a lot of abandoned carts. The customer trying to buy a product from your website is simply looking for a quick purchase – he is not looking for a long-term relationship. Most users will not finish the checkout process if they are confronted with an Register Now button. So, if your ecommerce stores forces account creation, it is time you got rid of it.
2. Keep Bare Minimum of Fields
The less information a mobile users has to provide using his mobile, the happier he is. If you need nothing more than the name, address and credit card information, do not increase the length and number of pages by asking for extraneous information. Try and condense the whole form in a single, integrated page and do not populate the page with advertisements. There simply isn’t enough space for it!
3. Use Inline Validation
Even if you seek minimum of information from the users, they will still get annoyed if there is some error in the form and the website asks them to fill it out again. By using inline validation, you can ensure that the user is informed about any error instantly.
4. Add a Progress Bar
Keep the number of shopping stages as low as possible and clearly display the progress of the users through a progress bar. Such a bar serves a dual purpose: it tells the users where they are, and it also allows them to jump backwards and make any changes they need to.
5. Emphasize Security Measures
Mobile users feel that their mobile devices are not as secure as their PCs and laptops.
For many mobile users, purchasing products or service through mobile is plunge in unknown waters. Prominently highlight the fact that your website is secure for online shopping wherever possible.
6. Make Sure your Website Loads Fast
Your checkout process, no matter how well designed it is, won’t be of any help if the people refuse to wait for your heavy website to load. Loading time can make or break your m-commerce operation – most customers will leave if they think that a page is taking too long to load.
To Sum it Up
You need a seamless and quick checkout process that oozes security and operates at a lighting speed. The easier you make it for the user to check out with their selected goods, the more they will like buying from you.
Sebastian Atwell works for PerceptiveWebDesign, a Professional Web Design Services Provider, headquartered in Los Angeles. He is fascinated with the world of online ecommerce and likes to think of different ways in which the online shopping experience can be improved.