As mobile devices become more accessible to a wider demographic of consumers, we’re seeing steady growth in the numbers of people making purchases on their smartphones and tablets.
However, saying this, conversion rates on smartphones lag behind those on tablets and desktop, and the checkout process is one of the biggest barriers to mobile commerce success.
Research from IMRG and Capgemini found that 23% of all online retail sales in Q2 2013 came from mobile devices and interestingly, while tablets account for 85% of these mobile sales, smartphones are seeing a higher growth rate in mobile transactions.
We are now more sophisticated than ever when it comes to mobile and we expect a good user experience when shopping on smartphones and tablets. According to the Jumio Consumer Mobile Insights study
, users will abandon their mobile baskets if the checkout process is too long or too difficult to navigate on the device. This is why it’s so important for retailers to create a seamless payment process whether it be within a mobile app, or on a mobile or responsive website.
Infographic – five rules for mobile commercial success
1. Simple design
The mobile shopping experience is very different to the desktop shopping experience, which is why it’s best to take a mobile-first approach when it comes to apps and mobile websites.
Although the home is the most widely used location for mobile activity, it’s still important to remember that people also use their mobile devices while on the go as well. It’s essential that businesses find the right balance when thinking about the different types of devices their content is being viewed on. A good way to do this is to look at analytics, or research the situations users are in when using their mobile devices and the behaviours they adopt in those contexts.
2. Don’t redirect to pay
When users are redirected from an app to the web to finish a transaction, it completely disrupts the payment process. We expect web pages to load quickly and if they don’t, the sale might be lost. Not only this but redirecting might make the user feel worried about the security of the app if they are being redirected to somewhere unfamiliar.
3. Seek relevant info at the right time
The payment needs to be made easy for the user, no one wants to fill in a long form on mobile and brands can always request additional information at a later stage. Some companies, like JudoPay
for example, are now making it easy to integrate secure payment systems that only ask for the relevant information ensuring the user’s time isn’t wasted.
The key details needed for mobile transactions include the delivery and billing address, as well as the long card number, expiry date and CVV number. Clearly labelling what needs to go in each form field and in what format is key so users can get it right the first time round. Some consumers may not know what a CVV number is or they might not know whether they need to include spaces in between their card number for example.
4. Create seamless transitions throughout screens
- Keeping the user informed of exactly where they are in the payment process and how much further they have to go until the transaction is complete is key and will decrease the chance of drop offs. A lot of retailers already include a progress bar and it’s definitely a good standard.
- Make sure the user knows exactly how much delivery costs and what the estimated delivery date is. A survey conducted by Econsultancy and TolunaQuick found that 74% of shoppers would abandon a purchase if delivery charges were too high. This shows how important it is to be clear about delivery costs right from the beginning.
- Making users register an account before making a purchase is a proven way of reducing conversion rates. ASOS managed to halve its abandonment rate on the registration page by including a checkout as a guest option.
- Brands no longer need to attract the user’s attention in the checkout area so this can be kept minimal, only showing the required fields so there are no other distractions
5. Communicate security assurances
Users need to feel protected throughout the checkout process and know that their debit or credit card information is completely secure. According to the 2013 white paper on basket abandonment by Jumio, the top reason for users failing to complete a mobile transaction is not feeling comfortable entering credit card details.
Make sure customers feel safe by constantly communicating security assurances as well as providing alternative payment options, like PayPal for example, which doesn’t involve the user sharing card details directly. It’s also essential to show that the connection is encrypted at the final checkout page; using padlocks and familiar logos also communicate security.
According to the Jumio Mobile Insights study, abandonment of mobile transactions is 66%. This figure is so high for lots of different reasons, some of which are out of our control. What we can do as marketers however, is encourage a secure shopping environment and make the checkout process as seamless as possible.