Today mobile devices are handy enough to accomplish anything from anywhere. Therefore, the proliferation of ecommerce is natural and shoppers are overwhelmingly using mobile apps and mobile Internet to do all sorts of shopping. In early days of ecommerce, desktops and laptops devices were ruling on the web. However, today we have myriads of device types and forms to deal with when we think of ecommerce experiences.
According to recent surveys on habits of shoppers, it has revealed that the modern shoppers are predominantly using smartphones and sometimes tablets like handhelds for quick shopping. It implies that ecommerce owners and developers have to focus on optimization for mobile ecommerce chiefly and multiple screens in general. There are two ways to achieve mobile ecommerce success. Creating a mobile friendly website and mobile ecommerce app are obvious alternatives. Whatever route you take, rules for mobile optimization are almost the same, and we are going to focus on mobile checkout process for better conversion today.
Make Short & Sweet Checkout Process
We are aware of mobile constraints such as tiny screen size for UI display and touch gestures against pointing devices. These two factors inhibit designers to create long and single page checkout process.
At another facet of the coin, breaking the checkout process in multiple screens may impede user experiences of smooth ecommerce. Therefore, we need to keep balance in checkout process designing. We can do it by breaking checkout process in minimum steps, albeit displaying the process path with visual clues/indicators to inform shoppers that, where they are.
In simple words, you can use either radio buttons on a line or tabs designing techniques to give visual indicators/clues regarding the checkout stages in real-time, so it relieves shoppers from anxiety and ambiguity that when it is finishing.
Make Checkout Process Trustworthy
Winning the trust of shopper is vital for ecommerce success, as both parties dealing in the virtual world. Therefore, you have to make your ecommerce store a secure and trusted place by implementing various trust building tactics. The first one tactic is displaying credit card logos that you allow for payment. Displaying security certificates is another way to establish trust among shoppers. Security seals and certificates give guarantee for secure transaction & personal data exchanges using SSL-like encryption technologies.
Such trust building efforts boost the morale of ecommerce visitors and inspire them to shop quickly rather than looking at other options such as payment on delivery.
Make Checkout Process Smooth
Shoppers of ecommerce love smooth flow of their processes and several page/screen loading hurdles create obstacles in it. Therefore, look at the ecommerce designers and expect content optimization, particularly for multimedia content including images. We have multiple ways to optimize product and other images without deteriorating quality and resolutions, even in retina effects. Similarly, use visual language by using smart UI elements in intelligent ways. For instance, make similar visual elements distinct by changing their colors and size so by giving them a hierarchy of priorities. Thus, you can make UX pleasing and intuitive like separating two buttons placed side-by-side using color and size parameters.
Make Checkout Process Streamlined
We know typing on mobile devices is daunting so form filling. Therefore, if you ask your shoppers to sign up for an account, just for the sake of collecting info and email address for you, not much for them, it may prove a big sin in UX.
Thus, never stick on sign up and give the option to go ahead with guest user title and simply ask for an opening account once you grab some fortunes out of their pocket! Of course, by explaining how it is beneficial to have an account with your store.
Moreover, give your shoppers an opportunity to print the payment or purchase invoice once everything is finishing up so they can use it in other ways or purposes.
Many ecommerce owners love to increase their email list for a newsletter or further promotion of their business, but they forget user experience in greed. Therefore, it is advisable to avoid compulsory surveying or collecting information while checkout process is going on. The majority of shoppers have blocked popups, and many antivirus software does the same thing so don’t tempt to run forced surveys even after the accomplishment of checkout process as exit survey. If possible, leave it as an option to avoid.
Thus, you may save your store for bad UX as well as may have quality patrons in your contact list who had real satisfactions and chose participate in surveys voluntarily.
Make Checkout Process Futuristic
Sometimes shoppers add their favorite items/products in shopping cart, but during checkout, they either find their budget inadequate to make payment or simply change mind to buy it later on. Thus, provision of wishlist creation can help shopper to come again and finish purchase in future. If your ecommerce store can offer such features as regular notifications to the users to make a futuristic purchase, you can increase your revenue and repeat user list considerably.
Help Shoppers to Taking Informed Decisions
Today online shoppers are smart enough to find out the required information on the web and may jump to another user-friendly e-shop for more bargaining. It implies ecommerce owners and developers to polish the product pages or product info with the desired level of details. For instance, you can give decent product summary, multiple images of the product, and product details in comprehensive ways so any literacy level of the visitor can grasp the product idea.
Giving shipping calculator and shipping information help shoppers to get an idea regarding the final cost of product/purchase when it arrives at their doorsteps. Clearly defined shipping policies, privacy policies and FAQ links in checkout pages can help a lot for highly literate and tech-savvy users to take an informed decision to make a wise purchase.
Make Checkout Process a Social Activity
Social media is ideal for many shoppers to obtain approvals from their inmates and receive an honest opinion regarding the product they are going to buy. Therefore, social media access by integration in checkout pages may help you to grab many quality shoppers in your loyal customer list. Let people discuss your products, price, and quality in a transparent environment so you would have a high reputation in the market.
Make Checkout Pleasing with Inventory Management
If you have integrated high-end inventory management software or services, and paying enough attentions on stock availability, you consumers need not pass through useless online shopping process for the item, which is not more in your stock. Therefore, take care that your ecommerce store is updating inventory and depict availability in a real-time manner. Thus, you help your shoppers who are going to place an order by showing availability at pre-order stage.
If the item is exclusive and customers are ready to place it in the wishlist, you can close the deal by updating inventory and them within the shortest period.
Make Checkout Process a Marketing Opportunity
Shipping and the final price of the products are two vital issues that can improve the conversion rate of any ecommerce storefront. Therefore, show shipping cost upfront and let shoppers calculate final price before making payment may help you win more customers and in quick ways. You can offer free shipping incentives for a bulk purchase or on a minimum amount of invoice. Similarly, coupons, vouchers, gifts, etc. are marketing incentives, which ultimately help in the checkout process to engage shoppers in the process and never give them any opportunity to jump on competitors’ stores.
Unlike the desktop ecommerce, mobile ecommerce has several constraints and running a smooth checkout process is a big challenge. If ecommerce developers and owners take care of some vital issues upfront, they can offer successful checkout process with the best user experiences on a range of mobile devices.
Tarang Vyash is a Head of eCommerce Development team at Perception System. The company provides ecommerce solutions at premium rates.