Do your mobile shoppers convert to customers?
Conversion rates on mobile are abysmally low. In fact, they are less than one-third of desktop conversion rates for online retailers. Some of the drop-offs can be attributed to lack of purchase intent (shoppers who browse and research on mobile and buy on desktop or in-store). But many of the drop-offs occur due to a sub-optimal mobile experience. Further, it can be contended that with a superlative mobile experience, even those shoppers who intend to buy on desktop or in-store can be converted right there on mobile.
While mobile store optimization involves a wide variety of parameters that need to be considered, we contend that the strongest reason for a shopper to drop off before making a purchase is a tedious checkout process. As we say at MartMobi, a checkout optimized mobile store is a profitable mobile store.
Let us begin the checkout optimization process with a little theory. Dr. BJ Fogg, founder of the Persuasive Technology Lab at Stanford developed a behavior model with a simple equation:
B = mat (at the same moment)
This means that the Behavior of a shopper is a function of motivation, ability to purchase and a trigger to purchase – all occurring at the same moment.
In other words, if an online merchant wants to persuade a shopper to make a purchase, he needs to:
a) Motivate the shopper to buy
(prominent product reviews of happy customers, social proof, sense of urgency, speed of delivery, etc.)
b) Make it easy for the shopper to buy
(with a simplified and user-friendly checkout process)
c) Trigger the shopper to buy
(strong call-to-action)
Mobile Shopping Consumer Journey
If your store has a different consumer journey, you should have a really strong reason why. Once you establish your shoppers’ consumer journey, ask these 6 questions to figure out if your checkout process is at its optimal best.
6 questions to ask about your checkout process
1. Is the landing page what the user is expecting? Is it personalized for him/her?
2. Does search have autofill? Do you show similar products and accessories? Do your recommend products based on the shopper’s past purchases or profile?
3. Can the cart be accessed easily from any page on the store? Can the user both checkout or continue shopping?
4. Do you also support guest checkout and social login?
5. Do you support 1-click payments? If not, do you make the data entry as simple as possible? Do you pop a numeric keypad for the credit card number and an alphabetical keypad for the payer’s name?
6. Do you thank the customer for making a purchase and display a summary? Do you prompt them to make more purchases? If they checked out as a guest, do you ask them to create a login for loyalty benefits?
At MartMobi, we invest a massive amount of time to go deep into the mobile shoppers’ purchase behavior and optimize our mobile shopping cart templates to serve their needs in the simplest and most user-friendly way possible. If you would like to leverage our mobile commerce expertise, do check out our awesome platform here.
