The year 2020 started with a host of challenges, right from pandemic to slowing down the economy. But, mobile e-commerce sales have only seen unprecedented, continuous growth. According to a study by Statcounter Global Stats, in 2019, global website traffic share is dominated by mobile traffic share of 52.29%, 10% more than the desktop.
Being stuck at home all day, most customers have resorted to using mobile phones to browse on the internet and form an integral part of any eCommerce platform’s success. This significant shift towards mobile e-commerce that we are seeing can be mainly attributed to changing lifestyles and remarked improvement in mobile technology and mobile user experience.
Another interesting fact that came to light from a January 2019 report issued by App Annie is that the Global time spent in shopping apps increased to 18 billion hours in 2018, 45% higher than its previous two years. And global time spent in “shopping apps” compared to brick-and-mortar foot traffic—grew 65% from 2016 on Android devices.
( Source: https://www.appannie.com/en/ )
The increasing trend, coupled with the ongoing pandemic in 2020, has led to users’ upshoot to invest in mobile e-commerce.
So, so many of your visitors shop online through mobile that it becomes imperative to provide them a mobile e-commerce platform that they can trust with the safety of their crucial information.
Not optimizing your mobile e-commerce site will only result in loss of visitor traffic. So, it is only in your interest to make your mobile e-commerce website efficient and engaging to boost your sales. Here are a few pointers that you must adopt to make your e-commerce websites a more welcoming experience for your customers.
Ensure high Page Speed on Mobile Commerce
It is essential to achieve high page speeds to create a good user experience. A mobile site that takes more time to upload is sure to lose traffic and hence sales.
According to Shopify Studies, 47% of customers wait no longer than 2 seconds for the web page to load, and 40% leave the site if the web page does not load in less than 3 seconds. The study also observed that on a mobile site’s page speed improvement from 8 seconds to 2 seconds, the conversion rate is raised by 74%.
So, it is of cardinal importance to develop a light interface, reduce images, and optimize your mobile e-commerce website to provide users with faster loading.
Moreover, Google provides better ranks to websites that use the mobile-first index, which means that the sites optimized for mobile will be organically ranked before others and hence enjoy more visibility, which automatically means that they will see more traffic.
A User-Friendly Environment
To develop a user-friendly environment on your mobile website or mobile app, it is a good idea to think from a consumer’s perspective.
Proper attention should be given to the development of layouts that are easy to navigate.
Ensure that your website’s content is concise, crisp, readable, and to the point, following different stages of the buying cycle.
Headlines should be short and unambiguous.
Use high definition images but in the appropriate sizes to be comfortably accommodated into the mobile screens. You can use various plug-ins to compress the images without sacrificing image quality.
For mobile e-commerce websites, popups and sidebars should never be introduced as they are only distracting and very difficult to close on a small mobile screen.
Keep the essential elements for users above the fold like the company’s logo, ratings of the product, etc. Call To Action(CTA) buttons are the buttons used on landing pages to guide the user towards your goal conversion, such as ‘buy now’ and ‘add to cart’ buttons. Try to keep these buttons big-sized, in contrasting colors to the background.
Personalization of Mobile Shopping Experience
You can create a personalized experience for your customer by seeking permission to access their location through GPS, like giving the nearby physical store’s area, or you could give out shipment duration. Getting a mobile app developed for your mobile e-commerce website can help your sales grow dramatically.
A powerful and engaging in-app experience can help you win customers’ loyalty and a higher conversion rate. Special discount offers with first downloading of the app or offers of personalized mobile coupons, push notifications to inform new offers, only for your app users, are a few marketing strategies that will help you grow your businesses.
Secure and Display SSL Padlock Prominently
For those customers who don’t feel confident and secure in buying something on mobile phones, it becomes essential to winning their confidence and trust before they even think of purchasing a product from your websites. With the increasing online scams and fake websites that pop up each day, differentiating yourself from fraudulent websites is essential.
Having an e-commerce website with an SSL Certificate for your mobile displayed prominently is a great way to build trust with the customer. Getting the customer to make that first purchase is the ice breaker.
Once they have successfully done a transaction and receive satisfactory services, getting them to buy again is not that big of a deal, but first impressions are hardest to crack; hence no stone should be left unturned. Therefore, it is vital to buy SSL certificate to win the consumer’s trust and help in the sales and growth of the mobile e-commerce platform.
Tweak the Design For a Mobile Website
One of the most critical aspects of a mobile website is to reduce the clutter that surrounds the website in the form of unimportant links and buttons. Be sure to declutter and place any insignificant links inside a menu. Having a clean and crisp user interface is a great tool to have users hooked on to the website for a longer time.
Always remember it is tough to type in information considering the screen size of mobiles. You must limit the number of forms on the mobile website and reduce the fields, asking users’ data to only minimal essential areas. Make use of autofill features where possible.
Never make the mistake of placing a regular desktop website into your mobile version. Such minor tweaks are essential for the best possible customer experience on a mobile e-commerce website.
Easing the Checkout Process
Another aspect that should be looked into is the checkout process. Once a customer has narrowed down to a certain number of products they have to buy, there should be no hurdle to make the checkout. Understanding the buying psychology of a customer during checkout is an essential skill to possess.
Having a complicated checkout process can quickly drive away customers even after spending time going through your products. Moreover, it creates a wrong impression on the customer and will lead to a bad word of mouth, which can adversely impact the business. This is something that no eCommerce owner would like to risk.
So, here are a few tips for a seamless checkout process.
Include a progress bar corresponding to which step the customer is at in the checkout process.
Being able to view the completion point is an excellent motivator for users.
Also, keeping a guest checkout option can work wonders. Many guests may not like the idea of having to log in before they can make a purchase. Enabling a guest checkout feature will not only do away with the hassle of having to log in first but is also more inviting for someone who is trying out your website for the first time.
Having a ‘quick buy’ button can help the user skip many steps and shorten the checkout process.
Provide Sufficient Options For Payment, But Not Too Many
While it is widespread, online payments are daunting for a large number of users. Typing in long card number details, scrambling to find their card, and thinking twice before exposing their CVV number are some of the things many customers hesitate in doing. According to a study by SeeWhy, the data shows significant increases in conversion with alternate conversion compared to conversion with credit cards, peaking at a 101 percent increase on smartphones.
Many third-party applications have made the payment procedure easier. Payments wallets like GooglePay, Paypal, BHIM are the preferred mode of payments for some.
Others like to indulge in direct UPI transactions.
There is also a small yet significant section of those who still prefer having the product in their hand before making the payment through cash or using any other methods.
Being considerate of the variety of users and being flexible enough to incorporate all of their needs is an aspect that can make your eCommerce website stand out from the rest, so make sure to provide as many options of payment as possible.
Having too many options may also confuse the buyer, so make sure to balance the number of payment alternatives needed and the number of payment options considered too much and proceed there onwards. Also, ensure to keep the payments page ad-free to cause no distractions to the user while he or she is making the transaction.
Online users are the greatest asset that any mobile e-commerce website can ask for. Having so many people online and browsing through websites creates a tremendous opportunity for any e-commerce owner to seize.
Each entrepreneur wishes for a business with an increasing sales graph, but it is essential to build a sustainable and robust foundation. Keeping in mind the points mentioned above and customizing each of them to suit your target audience is the perfect way to begin. It is essential for a successful and flourishing business and a great way to increase the conversion of mere internet browsers to loyal customers.