From our previous blog post, we learned that mobile traffic is outpacing desktop traffic, so there is a tremendous opportunity to gain new retail site conversions with mobile optimized experiences. In this post, we will show you how to optimize the most valuable part of your mobile website - your mobile checkout process.
Checkout is the one pipeline that the prospect has to travel to become a customer. But let’s face it - nobody likes to fill out forms and fields, especially on a mobile device. Form fields put a lot of cognitive load on your consumer, yet studies show that an average Internet 500 retailer has 26 form fields(!) in their mobile checkout process! We know for a fact that retailers can get that down to the 10 form field range or even 5 to 8 form fields on a website.
One size does not fit all for mobile — especially mobile checkout. We have talked to retailers who have had eight steps to their mobile checkout process, and it was just a mirrored image of their desktop experience on mobile. Once they simplified the mobile checkout process and reduced those steps down to three, they saw a lift in conversion immediately. If you would like to increase the mobile conversion or if your mobile checkout is broken, here is how to fix it.
Four Pillars of Creating Great Mobile Checkout Process
Streamline the Task Flow
Reduce the burden on your consumer by reducing the number of form fields and getting rid of unnecessary fields at the mobile checkout process. Then ensure that the Google and Safari autofill APIs are used correctly even further to reduce the information consumers need to enter. We also suggest the “scan your card” API. You may have experienced this on a mobile app where you can scan a new card instead of tapping in the digits on the phone. It is hard for a consumer to hold a phone and hold a credit card and also type at the same time, therefore “scan your card” feature should be available for mobile web checkout experiences.
Streamlining the task flow also involves ensuring that the general use is improved. For instance, if a prospect is in a zip form field, make sure you’re pulling up the number keypad and not the alphabet keypad. Streamlining and making some of these tweaks can significantly improve the checkout experience.
Our research shows that retailers lose more than half of their customers after 3 seconds if they have to wait. While retailers cannot control network speeds, there are a lot of things that can be done at the back end to optimize the page load time.
When we look at our data, consumers tell us that the number one reason why they don’t buy on mobile is security. PayPal, Apple Pay, and Android Pay can help bridge that chasm. Apple Pay and Android Pay both are now available for mobile web experience, not just for apps. Moovweb also allows your customer to move from intent to purchase instantly with Apple Pay and Android Pay integrations.
In addition, the payment integrations also streamline the checkout experience for the consumer. And the great thing about Apple Pay and Android Pay is that you can choose to surface them if the user has registered for the service.
Now that you have streamlined the task flow and have made it super easy for the consumer to check out, you cannot ignore some of those other features that consumers may want.
They might want to choose their shipping method, add their loyalty code or promo code or they may need to ship to a different address. It is important to surface those things in a strategic way. It is key to enable the functionality, but be thoughtful about how you surface it. It is possible to push the consumer through the most optimized path and give them the option of these features without overwhelming them.
Once we streamline all the processes and put changes in place, the question is, how do we measure success?
A lot of retailers plan to develop modified conversion metric for mobile. Users often come to your website, for other reasons that purchasing your product. That could be to look up a location, to look for customer support number, product details, etc. So retailers are looking to take those type of views off of the base.
Retailers also look to implement multi-touch attribution models, to see how much mobile is impacting consumers on the desktop experience. Essentially user’s devices can be stitched together to see how they visited the site across various channels.
A third way to measure is Average Order Value (AOV) - and items per cart. We know that those are important metrics on the desktop but they may not have as much impact or may mean less on mobile checkout.
Consumers have a mindset when using a mobile device, which we call the moment of need and they are very focused on that. A lot of times they just want to get their item in checkout as fast as possible and are not interested in doing a lot of extra shopping. Then it may be better to look at the number of completed mobile checkouts and speed of the mobile checkout process. You might also want to consider Customer Lifetime Value (CLV). If customers are going to have a good mobile checkout experience, they will be happy to go through it again, and you could see more frequency happening there.
To create a great checkout experience, look at using the four checkout pillars, reducing form fields and optimizing that task flow, making pages lighter, so that they load faster and optimizing the back end. Be strategic, thoughtful, and customer led about digital wallet implementation. Add features and utility that don’t distract from the conversion path.
No matter how your mobile site is performing today, Moovweb can increase your conversion rates and overall mobile performance, so don't hesitate to get in touch to learn more.