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Statistics show that as screen sizes decrease so do mobile checkout rates.
Statistics show that as screen sizes decrease so do mobile checkout rates.

How to simplify your mobile checkout

MARKETING NEWS

By Graham van der Merwe, Digital Marketing Manager at Outdoorphoto - Jul 9th 2018, 13:59

Statistics show that as screen sizes decrease so do mobile checkout rates. In fact, only about 15% of mobile checkouts result in sales. Why is this? Could it be that global ecommerce has yet to successfully optimise for mobile checkout?  

Mobile checkout optimisation helps improve user experience (UX), conversion and cart abandonment rates. It might be useful for your online shop to do an audit of your current checkout behaviour and streamline the experience. Mobile checkouts must be secure, fast and
easy.

1. Show that the checkout is SECURE
In an effort to secure personal data on the Internet, Google has started (July 2018) to roll out flagging sites without SSL certificates and HTTPS as insecure. This means that non-HTTPS encrypted sites will display a “Not Secure” security warning in red on the left-hand side of the search bar. This could increase bounce rate and ultimately your SERP click-through-rate.

For ecommerce sites, having an SSL certificate is crucial to maximising trust and diffusing payment security concerns. If you don’t have one yet, you can buy one from your hosting company. An SSL certificate with extended validation is even better as it will display your company name in bright green along with a lock symbol in the search bar.

2. Minimise content to maximise SPEED
Slow loading times really irk people and although it is not the only culprit, too much text can affect website performance and moreover shopping experience.
Test your site’s mobile checkout load speed with Google’s PageSpeed Module.

Forced account registrations delay the process even further. In fact, it is one of the top reasons for mobile non-conversation. Remedy this by offering a guest checkout option, or perhaps even one-click sign-ins from trusted sources like Google and Facebook that streamline the checkout process. Mobile users value speed and convenience above all else and having to register when you’re eager to seal the deal can be extremely frustrating.

For returning customers it may be wise to automate the sign-in process with a “stay signed-in” option upon original registration. You can even enable express checkout options (one-click checkout). This may encourage customers to buy more frequently. Alternatively, you can offer incentives to register by highlighting trusted payment methods or exclusive discount codes.

3. SIMPLIFY form input
Make it easy for customers to complete the checkout process in the least number of clicks. If you have a multi-page checkout, help the user understand the checkout process with clearly labelled steps and perhaps even a progress indicator.

Limit information to the essentials such instructions and product information that includes the name, image, quantity and product options. Use toggles and checkboxes (accordian style design) to include important resources such as return, warranty and shopping information or linking outside of the mobile checkout process.

Another way you can prevent users from backtracking their steps during checkout is with a built-in editing feature to add, remove and change product options such as size, colour and model.

Customise form input by providing, for example, a numeric pad for numeric fields, and use placeholder text in fields that disappear as the user starts typing. Floating labels are typically small and may frustrate the reader.

Depending on the user’s browser settings, you can autodetect personal customer data, including billing and shipping information that prevents users from having to re-enter information. In 2017, as many as 24% of customers abandoned checkout due to unexpected shipping costs.

Place essential content and buttons in the middle of the screen and remember the thumb zone for CTAs - it sits at the bottom of the mobile checkout page. Ensure that the CTA button stretches the full width of the website to complement left- and right-handed users and make CTA buttons clearly visible with strong fonts and eye-catching colours. Place CTA buttons at the bottom of the form. If an order is not ready to submit, grey out the “place order” button and mark the error as an indication.

Allow customers to correct errors in real-time by alerting them immediately after an error has been made. This will prevent them from having to reload and possibly lose information. Any disruption during the checkout process may result in cart abandonment.

 

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