Shopping and paying for items through a mobile device should be an easy venture, but a recent Luxury Daily article points to the high number of consumers who abandon items in their checkout cart after deeming the process too cumbersome. In fact, Haresh Kumar, vice president of marketing at Moovweb, points to research that shows that “two out of three users who add items to their online shopping cart leave without making a purchase.” But mobile is hit even worse than desktops “where conversion rates are 70 percent lower than desktop.” Kumar details six ways to give potential customers a seamless checkout experience while shopping via mobile or online.
“Even multimillion- and multibillion-dollar companies are failing to implement some of the critical best practices for checkout.”— Haresh Kumar, Moovweb
Clear and direct language during the checkout process will help consumers while they attempt to pay for the items they want. For example, instead of vague commands like “Invalid,” give short descriptions of what information is needed to complete the process. If a potential shopper is purchasing products through a mobile device, distractions are inevitable, so help mobile users save time by auto-detecting card types based on their card number and auto-detecting a city and state when they input a zip code.
Simple additions to a shopping cart can make the process easier for consumers, such as using a legible, at least 11-point font and adequate space between clickable elements. Help users know where they are in the checkout process by labeling each step as they move forward. If users are asked to register upfront, they are more likely to abandon their cart, so offer a guest checkout option.
Once you’ve implemented a shopping cart, examine when customers stop filling out the form and drop off in the process. Likewise, analyze who is returning, where they are located and what type of device they are using for future use to tailor the process to frequent customers. Lastly, when testing out the mobile checkout experience, Kumar suggests that you “run your tests for at least one to two business cycles.”
Read the full article on Luxury Daily.