Users today are more inclined towards mobile devices than desktop. Even Alibaba reported that most of their shoppers are purchasing on mobile devices rather than desktop.
Well, this is not because desktops have gone out of fashion or anything, but mobile devices are expanding their reach to a more deeper section of the buyers’ population which desktop fails.
With more and more customers using mobile devices to shop online, the need for an optimized mobile checkout has become extremely important for every eCommerce site out there.
In this article, I am going to put forward 7 particular points about the mobile checkout optimization. All these points explain some specific checkout element which should be focused to ensure a seamless mobile experience for your website.
1. Designing for Thumb:
Designing for desktop and design of mobile devices follow two extremely different approaches. On desktops, we focus on the users who click through mouses to perform desired actions. However, users on mobile devices don't have a mouse to scroll or click. They depend on their thumbs to ‘tap' or ‘swipe' through the page.
An optimized checkout for mobile devices must ensure that users can seamlessly navigate through the pages, tap on the links and buttons across the site. That is, it should provide enough white spaces and clear buttons that can be tapped with the user’s thumb without any hassle.
2. One Handed or Two Handed?
Most of the users hold their phones with one hand only. So, it becomes so important to design a mobile checkout where users can tap or swipe with just their thumb itself. That is, the necessary elements for mobile checkout must be within the reach of the thumb.
Those elements could be CTA buttons, Product Images, Form Fields, etc.
Designing by keeping the one-handed operation in focus can improve the UI for both two handed and one handed operation.
3. Page load and Checkout speed:
Mobile checkout means speed. Customers checking out on mobile devices or any other device does not want to wait around till your checkout process slowly grows the checkout time.
According to Huffington, a user will leave your site if it doesn’t load in three seconds.
With this data in your mind, you can tweak around your website to improve the loading time and checkout speed by focusing on the following considerations:
- Get rid of the graphic intensive elements in the checkout page, for example, carousels.
- Make the necessary graphics like brand logo CDN hosted to ensure high availability and high performance.
- Install optimization tools like Google PageSpeed to optimize the site automatically.
Faster your mobile pages load, least your customers have to wait to complete a checkout process.
4. Call To Action (CTA) Buttons:
The conversion rate of your website depends significantly on the conversion of your call-to-action buttons. They are the most striking elements in your UI design that you must always take care as a priority.
CTA button should be presented as one, easy-to-focus, and easily noticeable element. When on the checkout page, it becomes more important, as CTAs on checkout page are generally focused on macro conversions which bring revenue for the business.
To avoid the mistakes that can happen in CTA usage, keep these considerations in mind:
- Use single CTA on a page.
- Place it somewhere easily noticeable.
- Use a clear call to action text- do not mislead.
- Decide the CTA color based on your page theme. It should stand out from rest of the page elements.
5. Providing Guest Checkout:
The use of guest checkout option on eCommerce checkouts has been in the talks for years. Many believe that guest checkout is not always a good option, while others say it is a crucial element that helps in getting more conversions and sales.
I would agree with the later. No doubt, guest checkout is a crucial element and you should have it on your store. It helps in converting those customers who don't like filling lengthy registration forms to complete a checkout.
According to Baymard Institute, 35 % of adult US online shoppers in an observation, abandoned the shopping carts because site wanted them to create a user account to complete the checkout process.
You would definitely not want to lose such a huge base of customers. So, utilize the guest checkout option to allow shoppers to finish their purchase without any user account on the site. By letting purchases without having to create a user account, your store will experience more conversions and sales. If your eCommerce platform does not provide guest checkout option by default, you can install a custom checkout plugin or extension which provides this option.
If you understand your users' behavior, you must be aware that one thing they hate most is lengthy forms to deal with. Especially when on mobile devices, users feel extremely irritated when they have to fill up too many details. The small mobile keyboard or the small screen makes it even more irritating.
That’s why a successful checkout UI for mobile devices should consider the following suggestions:
- Ask only the most important details.
- Use placeholders to guide the users.
- Do not ever replace labels with placeholders. It might look clean but will confuse the users in long run. So always use both the placeholders and labels.
- On mobile devices display the labels above the form field; not by the side of form fields as in the desktop view.
- If necessary break the form in two pages, to make it look like it’s shorter.
If you are using a one-page checkout plugin for processing the checkout on your store, it may have the options to enable/disable fields from the checkout form. Checkout length optimization becomes so easy with such modules, as you don’t have to edit the codes each time you want to disable a field.
7. Checkout Distractions:
One of the best ways to remove the checkout distractions is to get rid of any promotional element from the checkout page. Once a customer lands on the checkout page, remove all the possible exit points from the page. That is, shop navigation bar, related products suggestion, offers display etc.
Customers visiting your store from mobile devices would want to shop on the go. Any possible distraction can push the customer out of the checkout funnel.
For example, you might get encouraged to up-sell a related product with the current product in the cart. So, you display a related product suggestion on the checkout page. Now, instead of selling more, this may act as a distraction for the shopper when he would break the checkout process in the middle and go back see this related product. Now, there is no confirmation that this shopper would purchase the related product too, or he/she would return to complete the checkout process initiated a while back.
So, never fall into the traps of distractions, let your checkout page remain what it is, do not make it a promotion block.
The number of users on mobile devices is increasing day by day. Shoppers today do not depend on desktops to shop online, they are using their smartphones smartly like never. In this situation, if you are not able to optimize your checkout for mobile devices, you might just straightway lose a significant number of customers who would be grabbed by your competitors in no time.
Hope you enjoyed reading the article. Tell us if the above mentioned points did help you or if you faced any difficulty. For any doubts or questions, please feel free to ask me in the comments section given below. Those looking for more similar tips and articles can join our newsletter. Last but not the least, do not forget to share it on Facebook, Twitter, Google+ and LinkedIn.