Online shopping is rapidly becoming more popular on mobile devices. Mobile devices are projected to make up almost half of retail e-commerce sales in 2022. However, mobile conversion rates are significantly lower than their desktop counterparts. The following article will outline how to generate better conversion rates on your mobile website while maintaining returning customers.
1. Prioritize User Experience
With advances in technology, companies can now analyze how users come to their site and how they navigate. Using this data to your advantage is key when designing a mobile website as less space to maneuver (on a mobile device) means you can push the most relevant content to your users immediately. This means your potential customer will stay longer on your website.
It’s also important to incorporate simple navigation. 19.3% of customers reported poor navigation as a reason for abandoning their shopping cart on a mobile website. Mobile devices make websites more difficult to navigate because of smaller screens – therefore, the user should not have to search what they are looking for, rather, have easy buttons to click to get to where they want to be.
Using buttons instead of text links makes it easier to avoid accidental clicks and results in a faster checkout process. Your checkout should be swift and a guest checkout option is crucial as it allows customers to complete their purchase without having to register for an account on your website.
The express checkout payment option is another great way of saving your customers time and stress. Trusted payment options like PayPal adds convenience and a sense of security when added to your checkout page. Customers would only need to log-in to their PayPal account without the hassle of reaching for their credit card.
2. Product Clarity
Ensuring your customers have a clear overview of the most important product information without having to search for product details greatly reduces the chance they’ll exit your site. As for everything regarding mobile devices: the fewer clicks, the better.
Product information should include the product name, a high-quality product image, and customization options. Make sure to add as many details as necessary to avoid a possible product return due to misinformation.
Directly showing shipping estimates on your product page can also be a massive boost in customer trust and their willingness to complete the checkout process. If a shipping estimate is not present on your product page, your customers may be disappointedly surprised when the final cost is calculated at checkout. While these costs won’t be the same for all customers, it’s a good idea to give them an accurate estimate – therefore giving your customers as much clarity and control as possible.
3. Social Commerce is Key
Retail shopping and social media go hand-in-hand when it comes to the mobile experience. Social commerce is a form of e-commerce where brands sell products directly on social media platforms. Currently, it’s the easiest way of getting your product in front of consumers.
An example of this would be a user who is scrolling through their Instagram feed and stumbles across a watch brand. The user takes an interest as it aligns closely with his/her interests due to the advertiser using data tracking and analytics to study user interests and habits. Now, all the user needs to do is to click the “Shop on Instagram” feature and will be directed straight to the product page.
Social commerce is a more direct and convenient way to purchase products that customers see as they’re scrolling through their social media feeds. In 2022 and beyond, you will start to see more retailers implementing this modern form of e-commerce as it has proven to be an effective strategy.
Conclusions
When you fix the problems many customers have when landing on mobile websites, it allows for a smoother experience and an easier checkout process. Resolving issues with easy navigation, clear and precise product pages, a simple checkout process with a variety of payment options, and social media utilization, you can find customers where they are and influence them into making a purchase on their mobile device. Showcasing security and being transparent with costs will lead to happier customers and higher mobile conversion rates.
