Mobile commerce is the new way to do business and it would do well to look at the plenty of compelling reasons why retailers should focus on increasing their mobile conversion rate. With mobile usage set to increase, neglecting your mobile conversion rate could cost you a great deal.
However, it is important to keep in mind the overall user experience while attempting to increase your mobile conversion rate since there’s a great inconsistent and varying connection speeds and that smaller mobile screens can hinder effective communication
With this fact in mind, let’s look at the 25 tips below that can result in greatly enhancing your mobile commerce conversions.
1. Begin with a well designed mobile site
Having a mobile site is much better than just using mobile commerce apps, as great as they are. This is because as compared to apps, a mobile site offers plenty of advantages to retailers.
To start with, a mobile site does not rely on customers to look out and download a mobile app. Rather, it can attract customers searching on their mobile regardless of the type of phone they possess.
Moreover, a mobile site allows easy sharing of URLs of product or service pages and you can gain from these links. Apart from this, mobile sites are becoming more sophisticated by the day with the growth of mobile technology and increasing popularity of the Android platform.
2. If you must use an app, be sufficiently impressive
A lot of large retailers have gone for an app during the past few years basis high mobile visits data from iPhone users.
This could be because of the fact that apps look at engaging with current customer base whereas a mobile site has appeal for existing as well as new customers
If larger retailers use apps, you can add a wow factor that sets your app apart from many others and this can be achieved by allowing users to carry out certain things that cannot be easily done on a mobile website
3. Redirect mobile searchers to the mobile optimized version of your e-commerce site
Unless users already have your site bookmarked, they will visit your site while searching. Enhance user experience and convenience by redirecting them to your site’s mobile optimized version.
4. Give prominence to search box
Having a prominently placed searchbox on the home page makes it easier for the mobile users to take a short cut to the product or page they are looking for. It saves them valuable time which is otherwise spent browsing.
5. Add the autosuggest feature
Entering various search terms through a mobile keyboard can be quite cumbersome. Use tools like autosuggest for filling user type or suggesting different alternative search options on search result pages to reduce the potential frustration suffered by customers due to mistakes or entering incorrect keywords.
6. Provide the same range of stock as the main site
Mobile users expect to be able to access the same range of products on their mobiles as they would on their computer system or laptop.
7. Don’t make registration compulsory
Do not put any compulsions or barriers between your product and the user. It only ends up making mobile commerce more inconvenient and time consuming for users and hence reduces your mobile conversion rate. Let the purchase be hassle-free as most of the relevant information will anyway be a part of the payment process.
8. Make it convenient for existing customers
This is a big part of the reason why both Amazon and eBay have such impressive mobile sales figures.
The reason both eBay and Amazon have great mobile sales figures is the ease of purchasing. Making a purchase on these sites involves just a couple of steps after logging in as either they already have the customer’s payment details (Amazon) or you just need to enter your Paypal username and password (eBay).
You do not need to enter details like address and credit card information every time you login.
Admittedly, not all e-commerce sites have the security infrastructure in place to save your payment details, the ones who do tend to benefit through repeat purchases from mobile users.
9. Offer alternative payment options
An extension of the previous point is adding alternative payment options like PayPal or Google Checkout, etc. to your site. This has the following benefits.
- It takes care of customer concerns regarding use of mobile for entering card details
- It simplifies the process of making payments for purchases as PayPal already stores customer’s address and payment details and one need enter only one’s username and password.
10. Effective product filtering
Using a mobile to browse a site and using a desktop to browse are two totally different experiences and while customers do expect to see the same product range on a mobile site or on apps as on a desktop one, they do also want the mobile site a little more user friendly.
You need to fulfill this expectation by incorporating effective product filtering and sorting options else it will make for bad user experience.
11. Use images effectively
Yes, the users must make do with a smaller screen, do not force them to make do with shoddy product images!
Whatever the mode of purchase, when customers spend money, they like to think they are making an informed decision and product images are an important factor impacting purchase in an online environment.
12. Include delivery particulars on product pages.
Many of the apps I have reviewed have failed to show delivery costs and other details along with the product specifications when actually these form a part of the total cost and people expect to see them mentioned upfront.
This forces the prospective customer to initiate the checkout process just to get this information.
13. Reduce page loads as much as possible
It is imperative for those designing mobile commerce sites to remember that while mobile devices and website designs have come a long way in terms of technology, many customers do not have access to high speed connections. As a result, every time the page needs to reload or get refreshed, a customer with a slow speed connection (and there are many) is bound to get frustrated by the long wait. As such, a site designer needs to strike a balance between customer expectation from a mobile site and the ultimate customer experience which only increases with simplicity.
And this balance can be struck by minimizing page size and the number of steps leading to a purchase.
14. Don’t redirect mobile users to non-mobile pages
Some otherwise well designed mobile apps and sites make the mistake of sending users to web pages that have not been optimized for mobile users and this can totally ruin the user experience. Ensure consistency in mobile site design by optimizing all required web pages for mobile users.
After all, you do not wish to risk losing a sale because of a non-mobile check out.
15. Provide alternative contact numbers
Many customers do not feel comfortable in making an online mobile purchase regardless of how good your site is. Cater to these customers by providing phone number and contact details to allow them to complete their purchase transaction after being reassured of the site’s credibility. Providing a contact number is much better than losing a sale altogether.
16. Get listed on mobile comparison services
Whether you have a mobile site yet or not, do get yourself listed on mobile comparison. With that in mind, it is important to have a mobile-optimized site that will attract customers. From there, it’s important to make a point of converting those visits into sales.
17. Include store locator feature
Stats on mobile commerce usage clearly suggest the popularity of store locator pages on sites and apps. These are great tools for encouraging the customer to visit the store, provide directions to them and allow the customer to see the wares himself.
An even better idea is providing the option of reserving an item and collecting it.
18. Provide options other than just mobile checkout
However many security features you may have on your mobile site, many customers still do not feel satisfied enough to make a purchase through a mobile transaction. Instead of losing out on sales, it is a good idea to provide other options of sale completion.
These may include:
- Book item and collect at store
- Calling on a given contact number
- Offering the option of cash-on-delivery-great for takeaways
- Give your customers the option of having wish lists.
19. Keep it simple, yet functional
The idea is to keep the site simple, convenient and quick-loading while at the same time ensuring that it retails most of its functionality.
20. Allow ease in comparing prices
Mobile commerce sites are often used by shoppers for price comparison.
Retailers can gain from getting the user to do such comparisons on their own apps or mobile sites.
Allowing for easy searching on own sites or apps and using time-saving features like barcode scanning are great ways of making mobile shopping convenient for the customers.
21. Provide local information
Encourage the shoppers to shop locally by using location-based tools as much as possible. This will help getting sales from customers who are shopping locally for specific product or services.
These tools may include using mobile Adwords, providing store locators, providing information related to stock level at the store nearest to the customer.
22. Revisit your mobile search strategy
Mobile search is growing fast, and retailers having mobile optimized sites can take advantage of this traffic by including search terms that are related to store location in their keyword search and targeting local mobile searchers with mobile AdWords.
23. Use nice and big calls to action
A mobile screen has a much smaller size than a desktop one and you must use size and color in such a way that your calls to action stand out.
24. Provide shortcuts during checkout
Providing small considerations like using the billing address as the delivery address for a purchase can go a long way in making the whole checkout process more convenient for the user. Similarly, using a postcode lookup feature will reduce the time spent on filling out the complete address.
25. Provide collect in store options
Many large retailers like Walmart and Marks & Spencer have successfully managed to boost multichannel sales by offering reserve and collect service. Incorporating this into mobile sites can attract sales from offline customers although the retailers must try and restrict the acceptable time between reservation of an item and collection from the store.