Smartphones are more than a way to make purchases – they are changing the way people shop. 90% of mobile shoppers use their phone to prep for purchases: finding store locations, researching products and searching for deals. While in-store, 84% of smartphone users look up products sold in the store to check prices and reviews, also known as “showrooming”.
Mobile shoppers statistically buy more than desktop shoppers. Total cart size can range from 35% larger for household items, to 50% larger for health and beauty products. Mobile is also the fastest growing market.
M-commerce will drastically boost sales in any industry, but only if done right. No one likes to part with money and customers will be protective of their cash. They must feel safe and secure at all times while shopping. Trust, credibility, professionalism must be conveyed and are the most important aspects to consider in the development and design of your mobile commerce solution.
An SSL security certificate may be required for your mobile site even if you already have one for your desktop site, depending on the mobile solution you use. At WompMobile, we maintain a security certificate to protect our m-commerce clients and their customers.
Ease of Navigation
All sites should be intuitive, and especially m-commerce sites. Calls to action guide users along the purchasing path, but too many buttons inspire distrust. Keep the process simple by providing obvious, clear and omnipresent links to the user’s account, cart and the checkout. Tell the user that your checkout process is as easy as finding those links and that you aren’t pushy. The user will assume that a well-built site reflects a well-built company and check-out system. This fosters trust.
An easy way to keep the cart, wish list and checkout options available at all times during browsing is to include them in a common header or site-wide navigation bar. Gravity Threads uses commerce links in the site wide header as well as easy, intuitive navigation menus that are available at all stages of shopping.
Ease of Use
Product lists should include only an image, the price and perhaps an easily digested sentence. A mobile shopper is more interested in browsing the list quickly for items than in seeing the full description. When a shopper finds an item of interest, they’ll click through for more info. Any product images or galleries should be touch friendly.
The checkout process should be quick and easy – don’t lose your customer after they’ve filled their cart by creating roadblocks.
A single URL mobile solution will preserve site cookies and thus maintain cart contents between the desktop and mobile version on a device if a user switches back and forth. This is mainly a concern on tablets. Lost cart contents when switching platforms is a roadblock which will increase abandoned carts.
Photo by: Paypal
If you employ PayPal or another third party payment system, keep the transition between the third party site and your site completely seamless. The transaction will appear more trustworthy and reliable to your customer, who has not yet paid and may still abandon your site. Transition the customer through the third party pages in the same window. Opening a new window can be jarring during a checkout process and spook a potential customer. Transition back to your site at the end and offer confirmation. Assure the user that the transaction is complete and that they are back home.
Mobile First Design
As mobile devices surpass PCs in online retail, a mobile-first solution is becoming more attractive. This means designing a checkout process with the mobile shopper in mind and then adapting that system for desktop users. This is not as daunting as it may sound as most of the checkout process is form based. By avoiding a table layout and displaying labels above their corresponding input, you can display forms as mobile optimized elements easily. This format will appear simple and elegant to both mobile and desktop shoppers.
Let your shoppers feel that they are in control of their shopping experience and not that the site is in control of them. With a simple layout, easy navigation, intuitive processes and mobile-oriented features, you will inspire trust in your mobile customers.
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