You have worked hard to design an excellent eCommerce website. You are happy with its UX. And think that it will do well to boost your sales.
Now, how good is your mobile UX?
Wait…Is there a difference? “My website is responsive and that should do.”
Think Again. Mobile is a different beast.
Here’s how mobile is different from desktop or a laptop from a design point of view-
- The mobile user has a different mindset. She is more focused on completion of tasks. Fast. Super Fast.
- People use their mobile devices on the move.
- Mobile screens are smaller. So you have very little space to accommodate a lot of things.
- Mobile devices comes in varied sizes. Maintaining UX consistency across is a challenge.
- Mobile users touch, not click, to interact with your device. Smaller keypad means tough to type long sentences.
- People use mobile in different environments. Your mobile website should be comfortable to use for users with small and big hands. Inside or outside. In dark as well in bright light.
Why Mobile UX matters for your eCommerce store?
So if your mobile UX is not right then you are losing a large part of this 34%.
This is enough reason to invest time and resources to fix your mobile UX. And take it to the next level.
But I have made my website responsive. Isn’t it enough?
It’s a good start. But not enough.
You need to do a lot more if you want to convert mobile searches into sales.
A survey by BizrateInsights highlights top problems faced by mobile shoppers.
So what’s the solution to these issues?
There isn’t one. That isn’t easy.
You need to understand the customer journey. Her journey to purchase.
A typical journey to purchase in eCommerce involves-
- Understanding the product
And then take each of these steps one by one. Understand the customer expectations and pain points. And then step up your mobile UX.
I will take a look at each of the steps in the journey to purchase. Identify major UX problems. And recommend solutions to help you fix it.
1. Exploration- How to turn browsers into visitors?
What’s your visitor’s pain points at this stage?
- Your site is too slow to load.
- If it opens, the home page asks your user to register.
- The homepage is too promotional.
- The website doesn’t talk my language.
- Products are tough to find.
Creating a winning first impression is essential. If not then the visitor turns off. Never to return back.
#1 Ensure your site loads fast
Users become frustrated if they have to wait a long time to see your site load. Your site should load in less than 3 seconds.
Test your website on Google Site Test. The tool will also suggest you recommendations to fix page load issues. Fix it with the help of a web developer.
#2 Earn user trust before asking for personal details
Users are averse to providing personal details at the early stage. So first earn user trust before asking for creating an account. You can earn users trust with-
- Trust Badges for site security, payment gateway security, business accreditation etc.
- Tell them about you and your business with pages like ‘About Us’, ‘Contact Details’, ‘Our Team’.
- Show client testimonials
#3 Don’t be too promotional on homepage
Picture this. You enter a website. And a full-screen ad blinds you. How will you react? You will be “Wait, first tell me who are you before you sell anything.” Not only this. Using sliding banners to sell is also not a great idea. Sliding banners on mobile are poor UX.
#4 Talk in your user’s language
Cognitive load is not good for mobile UX. Your visitors are in hurry. They want to do things fast. Make it easy for them by speaking in their language. So make sure that your copy is free of jargon.
#5 Make finding products faster. Website navigation easier.
Remember, at this stage, your visitors would like to know about your offerings. eCommerce stores generally have hundreds of categories and thousands of products. Your users should be able to find the desired product in 2 taps.
You can meet their expectations with –
- A powerful search box accompanied by magnifying glass icon
- Display the search bar at the top
- Add auto suggestions and corrections
Unlike in desktop version, mobile sites have a smaller screen space. Putting an elaborate navigation menu is tough. Use ‘burger menu’ to navigate your users. Also look into your analytics data. Identify pages which get most visits from the home page. Give direct access to them from the homepage.
2. Understanding the product- How to turn visitors into buyers?
Like in a physical store, your buyer cannot see, feel and get to know the product. Neither he has a salesman who can answer his queries.
In an online store, your product page should do the needful. In the desktop version, you can fit in a lengthy description of features and bigger images. But what about mobile? One reason why visitors don’t buy on mobile is lack of information on the products.
What’s your visitors’ pain points at this stage?
- Incomplete product information
- Poor quality, small size images
- Lack of customer reviews
Your goal is to convert visitors into buyers. So, make sure that he sees, feels, and understands the product well.
#6 Allow users to zoom into the images using
Mobile users are accustomed to zooming in images to get a better look. Shoppers want to zoom images to get a better understanding of the product. Say to look at the design of a shoe or understand the material or texture of the shirt. So allow users to zoom. Also, explain to users that your site supports zoom.
Out of the 60% of sites that support zoom gestures, only half of them inform their users that they support pinching and tapping.
#7 Show customer reviews
Customer reviews are important for shoppers. Very important, as it data suggests. 90% of consumers read online reviews before buying a product. And 88% of trust online reviews as personal recommendations.
So make sure that customer reviews are part of your product page on your mobile version.
Customer reviews provide a wealth of information about the product, and after-sales service. Many customers might have experienced difficulties and disappointment. This can show in their reviews.
Encourage your buyers to submit their own review and feedback as well.
#8 Add to Cart and Buy Now from product page
Your product page on the mobile website should ease quick add to cart as well as buy from it. This will boost your conversions.
3. Check out- How to stop cart abandonment?
What are your users’ pain points at this stage?
The following graphic tells you all.
Mobile shoppers are fickle. So don’t give them an opportunity to leave you.
#9 Provide clear shipping details on cart & checkout page
Be transparent on express delivery, shipping costs and expected date of delivery.
#10 Allow purchase as a guest
Typing on mobile itself is a task. You will make it even more painful by asking the user to register before checking out. Having a guest checkout can make the checkout process much smoother with less drop offs.
Read this blog to know How Removing the Register Button Increased a Site’s Annual Revenues by $300 Million
Allow her to make the purchase as a guest. Especially in the mobile version of your website.
#11 Make the payment process secure
The most common fear among customers is compromising of their data. Have proper security measures in place. Give the confidence to the customer that the deal is a secure one. Show trust badges at checkout to allay their fears.
#12 Use short forms for mobile
It might benefit you to know as much about your customer as possible. But your customer is not interested. Especially in mobile. So seek only necessary details that are essential to ship the product. And cut the rest. Condense the entire information into one page.
Make use of touch controls than typing for inputting information.
#13 Disable Auto Correct During Checkout
While autocorrect helps you type faster and spell correctly. At times, it can be a nuisance. Especially when you intend to type words that are not in the dictionary. It can happen for addresses, non-English names etc. And, in mobile, it’s highly irritating to correct the autocorrect. And, more often may result in submission of erroneous data. So disable autocorrect to make it easy for your buyers to submit their details quickly and easily.
Now that you know of 13 top mobile commerce UX fails, you must begin fixing it. To start, use this simple checklist to test your mobile commerce UX –
Mobile Commerce UX Checklist
|Does your mobile site loads in less than 3 seconds?|
|Do your users have to register on the homepage?|
|Does your home page has interstitial ads or sliding banners?|
|Does your home page have links to About Us and Contact page?|
|Are you using jargon-free, users’ language?|
|Is your search box placed at the top?|
|Is your website navigation friendly?|
|Does your product page offer complete product details?|
|Is pricing and discount information shown on your website?|
|Does your product page has customer reviews?|
|Do you have a sticky add to cart and buy now button at the bottom?|
|Are shipping details available on your product and checkout page?|
|Do you allow your buyers to buy your product as a guest?|
|Is your payment process secure?|
|Are trust badges shown on your payment page?|
|Is your form short? Is autocorrect switched off?|
|Are you using a font size of 14X and more on your website?|
|Are you using HD quality images with swipeable galleries?|
|Are CTA buttons on your site easy for big hands?|
|Does your website allow images to be zoomed?|
How many ‘Yes’ you have. How many ‘Nos’?
Now start fixing your ‘Nos’. Begin with low hanging fruits.
I would also recommend following blogs to help you boost your mobile commerce UX-
Remember you are losing sales every day.
Fix your mobile UX ASAP and keep the cash registers ringing.