Mobile users make up more than 50% of web traffic. In fact during the Black Friday and Cyber Monday weekend 2021, mobile accounted for over 68% of online retail traffic.
The pandemic has only increased this weighting. Working from home has made desktop devices feel like the office. Mobiles feel like a place to catch up with friends, play games, and shop. Mobile eCommerce or mCommerce has an average cart abandonment rate of 86%. That’s 16% higher than desktop devices. With these statistics, it would be easy to simply assume that most mobile visitors are just window shopping, with very low intent to buy. This could be why many eCommerce businesses don’t give enough thought to the mobile checkout journey of their stores.
But with mobile traffic volumes increasing all the time, the high abandonment rate will hurt businesses more and more. Savvy eCommerce managers could make modifications to their checkout to better accommodate mobile shoppers, enticing them to buy. Currently, according to research done by Baymard Institute on average, for every 100 mobile visitors that add an item to a basket, only 14 are completing their purchase. If even 10 of those abandonments are for reasons other than window shopping and could be helped through their checkout journey by small changes, it could make big differences for businesses.
According to Baymard, 18% of cart abandonments are due to long and complicated checkout forms. With small screens and cramped keyboards of mobile devices, unwieldy forms are a much greater obstacle. Optimising the checkout user experience for mobile device users is more vital than ever for businesses.
Here are our 8 tips for optimising your checkout UX for mobile devices
1. Bigger buttons
It is important to make the call-to-action buttons proportionately larger compared to the rest of the screen content on a mobile device than on a larger screen. They need to grab the attention to clearly signpost the visitor through their checkout journey. Bear in mind that most mobile users will be navigating using their thumbs so the buttons must be of a size that takes the average thumb size into account.
2. Vertical alignment and segmentation
Make sure customers only need to scroll up and down to navigate checkout, not side to side as well. In fact, it is preferable to have multiple short steps split along several pages rather than one long checkout that needs to be scrolled through. This makes it less likely that a customer will miss a step or an important piece of information.
3. Progress bar
Show customers how far they have come and how much they have left to go. They are more likely to complete the checkout journey if they know how much more time and effort it is going to take than if they feel like they are being presented with page after page with no clear direction.
Only ask the absolutely vital information. Depending on your product, is the customer’s birth date really necessary for example? What about a phone number? Only ask for the information that will be used to offer the best service and don’t take up extra time and space asking for unnecessary personal details. Also, consider removing additional prompts such as upsells. The more opportunities customers have to be drawn away from their purchase, the less likely they are to complete the process.
5. Do not force account creation
One of the biggest reasons for cart abandonment, on any device, is the need to create an account before checkout. If the customer enjoys their experience and is happy with their purchase, they can choose to sign up later for extra rewards and loyalty schemes. But when it comes to the checkout journey, don’t discourage prospective customers by forcing a sign up when they might just want a one-time purchase. Allow guest checkout and social login options. Particularly on mobile devices, a person’s social media account will be integral to their device and usage, allowing them to sign up using their facebook account saves time and will also immediately provide more of their data without taking any more of their time.
6. Offer wallets
Consumers often feel less secure using mobile devices to complete transactions than they do on desktops. Therefore, offering wallets like PayPal and apple pay will reinforce trust in the security of the website as well as speed up the payment process by removing the need to type in long credit card numbers.
7. Display security badges
A lock icon, the words “secure checkout”, security badges such as McAfee or Norton, encrypted https instead of http. All of these signs help to build trust with customers and make them feel safer and more secure when providing their personal information and payment details.
8. Address validation
One of the biggest challenges with mobile checkout is data capture, the small screens make large amounts of typing unwieldy. Autofill may seem like a clear solution, however, it is still essential to validate the address at checkout to guarantee efficient delivery. For one thing, autofill is not guaranteed to populate forms in the correct order depending on the number of fields in the form and how they compare to the stored information. For another thing, autofill will default to the saved address. If the purchase is a gift, for example, then the customer will need to be able to find and select an address other than their own stored one.
An address auto-complete
or post code lookup
address validator will find the correct address in just a few keystrokes and ensure it is valid and authentic. Saving precious time that could otherwise have lost a customer, as well as eliminating failed deliveries caused by bad address data.