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How To Optimize Your Mobile Checkout Experience to Improve Conversion Rate

Sanjay Kumar Negi

Senior Marketing Manager @ Shiprocket

November 16, 2018

4 min read

According to recent market research, mobile conversions can be significantly lower as compared to desktops.

Talking about the global scenario, mobile checkout conversions were observed to be about 1.25 % against 3.63 % desktop conversions.

The data further revealed that, more than online shopping, users actively search, chat, and socialize with smartphones.

79% of social media usage and nearly 70% of media time is accounted for with mobile phones. Despite this immense usage, checkout conversions are below average.

There could be several reasons for these poor conversion rates. Some of them include – 

  • Unclear product details
  • Difficulty in navigating
  • Inability to open multiple tabs for comparison
  • Difficulty in feeding in information
  • Security reasons

All these above-mentioned reasons prevent users from using mobile phones for buying online and opt for desktops or laptops.

Mobile is actively growing to become one of the most sought after means for online shopping. People are now relying upon mobile apps and browsers for browsing through products.

Especially after 2020, this segment of shopping is only going to increase by many folds. So, how can you ensure that your mobile checkout experience is optimally optimized and suitable for your customers to click on that purchase button? 

The following methods can be a good starting point to increase checkout conversion among mobile users.

Redesigning website

Mobile users mostly use their thumbs for navigation. There are certain areas on a mobile screen that can’t be reached with a thumb comfortably, especially for single-handed users.

Even while cradling (using both hands for better usage of the screen), the thumb is used most for navigation instead of an index finger.

Thus, it is desirable to have a site that is easily accessible by using the thumb. It implies screen portions that are easily reachable by thumb should be given more prominence.

This is one of the areas where you need to optimize your website so that it is easily accessible for customers. Other than this, you need to look for other areas like the website experience, loading speed, product placement, CTAs, etc. to ensure that your site experience is top-notch. 

Minimizing content  

Minimal design is always advisable for a website, particularly those designed for mobile browsers.

A cluttered website not only makes navigation difficult but also reduces its speed. The following ways might be adopted to improve the cellular checkout process.

  • Checkout should be freed of images. Only, call to actions and Trustmarks are advisable
  • As checkout is not a social media promotion, it should only contain essential information
  • Simple and easily readable fonts should be used
  • Texts, if any, should be descriptive or instructional.

Irrelevant images, internal links, or any such thing that deviate attention from the checkout process should either be eliminated or at best be minimized.

A smooth checkout page would ensure a faster checkout experience and furthermore, lead to repeat visits by your customers.

Ease with Trustmarks

A Trustmark is an assurance to an online buyer that information shared through a website is completely safe. SSL certificate is an example of such a Trustmark.

Domain names printed in green or a lock sign beside the address bar are indications that a website is encrypted and information shared is fully secured.

Enabling Express Checkout

Checkout by repeatedly feeding user details like name, payment information, and e-mail address is a deterrent, especially if it is to be done on a mobile phone.

To avoid such a process, the express checkout option should be enabled. This could be effectuated by:

  • Allowing single click checkout
  • Enabling single click signing in from any reliable source
  • Allowing guest checkout
  • Enabling payment through a trusted website like Google Pay, or PayPal

Every step toward conversion needs to be optimized for security, speed, and convenience. If these could be guaranteed, then the mobile checkout experience is enhanced.

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