Year on year, the number of people using mobile devices to search and shop online is increasing. In 2016, the inevitable happened – mobile overtook desktop as the preferred option. In October, 51.3 % of webpages loaded were loaded on mobile devices according to Statcounter (based on the 2.5 million websites they track).

This game-changing development is set to impact ecommerce store owners in 2017. Google is currently testing a mobile-first indexing approach, making it more important than ever to ensure your digital store is responsive. Another cause for concern is the optimisation of ecommerce checkouts for mobile payments. If it’s difficult to purchase a product on the mobile version of your site, you’re going to lose out on more and more sales.

Desktop vs. mobile checkout experiences

Typically, the mobile version of a checkout is no different from the desktop version – it’s just squished into a smaller space. However, mobile users have a unique set of requirements – they are prone to distractions from calls and alerts, struggle with poor internet connections, loathe fishing credit cards from their wallet (you need three hands!) and labour with a tiny display keyboard.

And the result? According to cloud.IQ, abandonment levels from smartphones and tablets are estimated to be 84%, while desktops are much lower at 68%. A big difference. And – if you are determined to run a successful ecommerce store – one that cannot be ignored.

Revamp your checkout in 6 steps

When it comes to abandonment levels, every single percentile is important. Try these 6 optimisation tips on your ecommerce checkout and don’t forget to run A/B tests to monitor the results…

1. Just the essentials

It’s easy to get carried away with forms, but less really is more. Instead of asking for a customer’s vital statistics, ask as few questions as possible. Why add unnecessary friction to a testing experience?

2. All guests welcome

24% of e-commerce websites don’t give shoppers the choice to purchase products as a guest. Forcing users to create an account is another unnecessary step you simply must avoid.

3. Remove distractions

Ensure your checkout is as distraction free as possible. At this point, the user is committed to making a purchase, so why divert their attention with pointless headers, links and adverts?

4. You’re almost there

Use an anxiety-relieving progress bar to show users how far they are through the checkout process. Knowing that you’ve completed 3 out of 4 tasks really is a shot in the arm.

5. The need for speed

According to Kissmetrics, 47% of people expect a web page to load in 2 seconds or less, which is why a lightning fast, bare-bones checkout process is the best option. When you consider that mobile users might not have the same level of internet connection as their desktop counterparts, fast loading times become even more important.

6. Use trusted third-party payment applications

No matter how fantastic your checkout is, it probably won’t compare to alternative third-party options, such as Google Wallet, PayPal and Amazon. Information is automatically populated, making the payment process incredibly easy.

Go mobile with Fluid Digital

If you need help optimising your ecommerce site for mobile, get in touch with the award-winning digital experts at Fluid Digital today. Our professional web design team specialise in beautifully designed, responsive websites that allows mobile users to browse and purchase with ease. Get in touch today – call 0161 762 4920 or use our online contact form.

Posted in CRO on 24th Feb 2017