One of the main concerns of businesses engaged in mobile commerce is its mobile web design – and how it can entice more users to engage in business with them, using their mobile devices. And among all the tools available for mobile marketing, mobile checkout is considerably one of the most important.
This is in line with the fact that once online visitors appear in your checkout, then there is a big chance that they are interested in purchasing your product. However, if your checkout takes longer than expected, then it is inevitable that the visitor will abandon your checkout and will probably look elsewhere.
Here are some factors that may influence the success of your mobile checkout:
High Page load speed
This not only affects your mobile checkout and mobile apps, but your online business altogether. According to research, it will only take an average of 2 seconds of lagging time for your page until visitors decide to abandon it – which is an indication of how impatient online customers can be.
Hence, you need to understand the significance of your page load speed, check the factors that are causing its speed to slow down – such as the size of images, page design and etc. – so that you can then make the necessary adjustments later on.
After fixing the problem, you can then conduct some measurements on your conversion rate, and compare them before and after the problem was fixed to see the difference between the two.
Security of client information
Security and privacy is one of the primary concerns of online customers, especially for individuals who do not understand the type and kind of protection that you provide, most especially with credit card fields.
You need to reinforce and emphasize to your visitors that it is safe to conduct business with your mobile shopping website. You can do this by including privacy policies to convey the message more clearly, or if you’re asking for personal information from your customers, state the reasons why this is needed.
Create a system for your checkout that is simple and easy to follow. If you can, create 5 simple steps from start to finish and avoid using complicated terms and processes which might confuse your customers. This could be just another reason for them to abandon your checkout.
You can also ask for your client’s email address in the first step so you can remarket in case the client abandons your checkout.
Clear information fields
It is quite obvious that a mobile device’s display is pretty much smaller compared to a computer or a tablet’s screen – so for you to send out the right information create clear fields. You can have your fields on bold letters or you can add asterisks on them to give more emphasis.
Asking of relevant information
Ask for information that is only relevant in your transaction and avoid asking for too much information. If the information is necessary for the business process, or if you need information for remarketing, then you will need to give your customers reasons why the information is necessary, or again, you can provide asterisks for information fields that must be provided to distinguish it from those that are just optional.
Location of call to action
Make sure that your active links are not side by side with your call to actions. Otherwise, the visitor might mistakenly think that the links and your call to action comprises of only one button. Remember that since it is equally important that your call to action attracts the attention of the reader – then you must place them in a strategic location. Also try to avoid scenarios where the customer clicks the “back to home” instead of the call to action button. Why? This is because most customers who experience this may eventually not click the link that directs them to your page.
Include a notification or highlighted messages beside the field that your customer has inputted wrong or unacceptable information. This is to inform them as to why the process cannot continue because of the errors on the said fields.
Provide adequate information
Attach specific instructions along the side of your information fields to avoid errors. For example, “CAPITALIZE ALL INFORMATION” or “password should not be less than 6 characters”. In this manner, the customer can have detailed instructions, and it will prevent them from stalling on a page because they mistakenly placed in the wrong information.
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