Improve your Mobile Commerce Checkout Process with these UX Design Tips

In recent research into the eCommerce checkout processes, Baymard Institute found that 68.8 percent of buyers abandon their cart before making a payment. That’s a staggering number. After taking the time to find products and add them to their cart, roughly two out of three people abandon their purchase.

Just imagine what a difference a small reduction in the number of cart abandonments would do to your company’s bottom line.

With mobile commerce becoming more and more popular each year, businesses should be vigorously evaluating how to improve the mobile checkout process of their mobile app or website. If you improve the user experience of your checkout process, you will reduce the number of abandoned carts.

According to Baymard’s study, the top three reasons for users abandoning a purchase are:

1. Extra costs are too high (shipping, taxes, fees) 61 percent;

2. The site wanted them to create an account 35 percent;

3. Too long/complicated checkout process 27 percent.

If you eliminate the need for purchasers to create an account and simplify your checkout process, you can significantly reduce the number of abandoned carts your business is experiencing.

Baymard’s research also found that the average check out process contains 14.88 form fields, which is significantly more than what an ideal checkout process will have (seven or eight). Most businesses’ checkout processes can be streamlined by around 50 percent just by reducing the number of form fields to a more ideal number.

You can improve your customer’s shopping experience and reduce the number of abandoned carts by offering a quick and easy-to-use checkout process. The following tips will help improve the user experience of your mobile commerce checkout process.

Make initiating the checkout process more obvious

One of the first things you will want to improve is the step between customers adding items to their cart and customers checking out. Is moving to checkout an obvious step on your website or mobile app? In many instances, websites and mobile apps will have small checkout buttons that are practically hidden in the navigation. A well-designed shopping experience will be intuitive and easy-to-use. Help your customers move directly to the checkout screen with an obvious checkout button that guides them there.

Streamline the checkout process

You want your checkout process to be as clear and easy-to-use as possible for your customers. Focus on simplicity when it comes to your checkout page and always remember the importance that customers put on the usability of this screen. Many checkout processes, as mentioned above, are far too complicated and have far too many form fields. Cut these back to just the essentials. Long forms are intimidating to users and will turn customers away.

Allow customers to pay for their items without forcing them to create an account. If you recall from Baymard’s study mentioned above, the No. 2 reason for users abandoning a cart is being forced to create accounts.

The payment form should provide a near effortless opportunity for customers to pay for the items they have selected. Remember that trust goes a long way when it comes to customers completing transactions, make sure your mobile checkout process is professional looking in every regard to avoid customers becoming concerned and abandoning the cart (18 percent of those surveyed in Baymard’s study sited not trusting a website as a reason for abandoning a transaction).

Add alternative payment options

By adding alternative payment options you can not only increase the speed and simplicity of your check out process but you can open your business up to customers who prefer using alternative options. Your website or mobile app most likely already accepts credit cards, but today’s businesses will find there is a tremendous value in accepting a wider range of payment options. In fact, 25 percent of customers will abandon a cart if it doesn’t have their preferred payment method available (according to a recent study by UPS and comScore).

There are now many new and innovative payment methods that not only improve security but will also help improve the checkout experience. If you don’t think this is important, keep in mind that mobile is rapidly becoming one of the most important channels for businesses. Currently, more than 50 percent of Internet traffic takes place on mobile devices and 30 percent of eCommerce sales come from mobile devices (Internet Retailer).

Convincing shoppers to complete a purchase isn’t always easy for a variety of reasons. So it is clearly in your best interest to provide the best possible checkout experience to reduce the number of abandoned carts. Having a mobile friendly payment option is an excellent step to take when improving your mobile user experience. Asking your customers to fill out a form and type in their credit card number when they are used to more convenient methods can be a deal breaker.

Remember that filling in a form on a small screen adds hassle to the checkout process. A mobile friendly payment option makes it easier for mobile users to checkout. One of the rapidly growing alternative payment methods is the eWallet. With eWallets, users can store funds or link their credit cards to the eWallet to simplify the payment process.

Since security is a bigger concern than ever for consumers, you can help reduce worry since customers who already trust their eWallet will have more confidence in making their purchases, making them more likely to complete the purchase process. By catering to customers who use eWallets, not only will your customer base be happier, but your website or mobile app will have a reduced rate of cart abandonment.

Make sure your shoppers feel secure

Trust is an important component to customers completing the sale (remember 18 percent of people in Baymard’s study sited lack of trusting for abandoning a transaction). Make sure that your checkout screen has all of the key components to help build trust with users. Display the accepted credit card types and include a security badge to let customers know your business is working to protect their sensitive user information. Details like images of the credit cards you accept help create a well-rounded mobile shopping experience that users can trust.


avatar

Samella Garcia works as an integration manager for UX Phoenix. She has eight years’ experience developing mobile applications and websites that focus on UX. Samella has a passion for user experience projects, coding, digital technology and hiking.

The post Improve your Mobile Commerce Checkout Process with these UX Design Tips appeared first on SiteProNews.

SiteProNews

, , , , , , ,

Comments are closed.

© 1992-2017 DC2NET™, Inc. All Rights Reserved