Many e-shoppers purchasing over their mobile devices often get frustrated and give up during the final checkout process. One of the major factors contributing to this is a complex mobile checkout design. Hence, it is very important to have a minimalistic and easy mobile checkout design that compels the user to finish the checkout process.
Today, a major chunk of the population prefers mobile devices over the traditional web browsers for shopping online. Mobile e-commerce or m-commerce, as it is often referred to, is rising so rapidly that by the end of 2012, U.S. witnessed an 81% market growth – comprising of a $25 million, hike through m-commerce. However, one major hurdle in e-shopping is checkout abandonment, with many factors being responsible for this.
User-friendly mobile checkout design is essential for growth of a business in m-commerce
With the rise in mobile eCommerce, it becomes important for retailers to encourage growth by providing e-shoppers with a seamless and user-friendly mobile checkout design process for their eCommerce apps and mobile websites. This helps enhance the trust factor and taking full advantage of all that this medium has to offer.
For enhancing the user experience, here are a few points to consider for creating a pleasant mobile checkout page.
The mobile checkout page design should be kept as simple as possible. If there are too many fields that the customer is required to fill in, he or she might simply back out instead of completing the checkout process. The mobile checkout page should consist of bare minimum design including only the essential fields required for purchase. This will help in enhancing the user experience and also encourage the customer to complete the checkout process.
Many retailers opt for ‘registration’ on their site to be mandatory, a major barrier to mobile checkout page design process anyway. However, the mobile checkout design should definitely not have registration as mandatory. The checkout process should be made available to both – registered as well as guest visitors.
However, in order to encourage registration to your e-shop, you may add some advantages to the registered customers. For example, you can provide faster checkout to your registered customers by eliminating the need to refill their shipping details.
When users are at the checkout point, they like to know where they are, what stage is yet to come and how far they have yet to go. Therefore, the mobile checkout design should be such that the customers know where they are in the purchase process. Many e-commerce sites and mobile apps today include a progress bar that indicates where the customer is and how much further he or she has yet to go.
A customer is likely to get distracted if there are irrelevant distractions present on the mobile checkout page such as the search bar orsocial media links. Hence, your mobile checkout page design should have content related only to the checkout process. This holds the attention of your customer on the checkout process and increases the chances of them completing the purchase.
As with minimum fields on the page, the page size matters just as much. If the mobile checkout page design is such that it goes over several pages, it is likely to discourage your customer from proceeding with the purchase. Hence, it is essential that the checkout process be precise and as short as possible.
One of the major barriers for e-shoppers via mobile devices is the security of their personal data. It is vital for them to know that the site they are purchasing from provides security of their data. Hence, your mobile checkout design should consist of security certificates, iconography and dedicated security related callouts. This will reassure your customers of the security of the transaction and encourage them to proceed with the checkout without any hesitation.
Just as asking for too much information can discourage a customer from finalizing their purchase, asking for too many payment details may also act as a discouraging factor. Your mobile checkout design should, therefore, provide quick payment options such as Google Wallet, PayPal or Amazon. This allows users to rely on third party applications for easy and quick checkout. (Read about latest ‘Mobile app design trends 2014‘)
These are some of points to consider while designing your mobile checkout page. At Rishabh Software, our ecommerce website development experts understand the importance of have a smooth mobile checkout process.