In a previous blog, I discussed the various platforms which companies can utilise to sell online. These platforms have developed over time to provide a good mobile experience for users and brands (not all doing it very well – but we presume the intention is there). The smartphone industry had a slow year in 2018 but only slow by its standards. It is predicted to go back to a year of growth in 2019 and as these numbers grow so will consumers adoption of ecommerce and in turn mobile ecommerce.
“Mobile commerce will make up 45% of total ecommerce revenue by 2020.” SocialMediaToday.com
It’s for this reason, we would emphasise the importance of putting in the time and creating an effective and efficient experience for your mobile ecommerce, whether this be your website, PWA (Progressive Web App), or native app. Here are 5 user experience tips for mobile ecommerce:
Make it easy to use
Understand how users interact with their phone and place the relevant information and buttons in the right place to improve ease of use. As you can see in the image below, most users use their right hand when holding a phone and scroll with their right thumb. With this in mind, an example of good UX would be placing buttons close to the bottom right corner, closest to the thumb, in the shopping experience to increase conversions to the cart.
Clear Call to Actions
This is a very simplistic tip but is often not done well. Call to actions should be very clear in what they are going to do. Using “Buy Now” when a button should say “Add to Cart” provides the user with an inaccurate understanding of what is going to happen, therefore may cause confusion or frustration and in turn result in the shopper going off the site.
This tip is based off the fact that many users will have home addresses, email addresses or names that aren’t in the dictionary and therefore using autocorrect in the checkout may cause a user to get frustrated while providing details and bounce off the website.
Mobile shopping is something that more people are getting used to now. Security and privacy around mobile ecommerce is a topic often discussed as some people feel more comfortable paying for goods on their computer rather than on their phone. Be sure to illustrate the aspects of your payment process that shows security at the checkout such as payment partners. Also building trust with users through detailed product information, customer support options and a reliable checkout process will convert users into repeat buyers.
(If possible) Provide collection as an alternative to delivery
Expectations for convenience is increasing for customers. The divide between online and physical retail is decreasing and users expect a seamless merging of these two worlds. If you have a retail or collection point as a business, be sure to make the most of it with ecommerce. Some users may find delivery charges or lead time, if any, as a deal breaker so having an option to collect may increase conversions online.