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It’s no secret that in spite of the boom in mobile web traffic, conversion rates from smartphones remain far lower than on desktop.

This is largely due to the fact that people use mobiles for research and searching for product ideas, before making a purchase on their laptop or PC.

The low conversion rates are mirrored by high abandonment rates, with new data from remarketing firm Cloud.IQ showing that during January the abandonment rate for smartphone users on ecommerce sites was 84%, compared to 72% on tablet and 68% on desktop.

The question is, what can be done to reduce basket abandonment on mobile? In truth a large proportion will continue to drop out simply because they use mobile for product research, however there are still ways of shortening the purchase journey on mobile so shoppers are nudged towards a conversion rather than dropping out.

To give some inspiration for mobile designers, I’ve rounded up some of my favourite UX features from various mobile checkouts that might help to limit user frustration and abandonment rates.

Enjoy!

Target’s shopping cart

It’s not easy to design the perfect ‘basket add’, as you have to decide whether to direct people straight to the shopping basket or leave them on the product page so they can shop for more items.

On mobile I think the former option is preferable as sending shoppers straight to the shopping cart means you’re more likely to capture impulse buys.

                      

Target’s app is a great example – upon adding an item you are sent straight to the shopping cart, with a nice big ‘Checkout’ call-to-action. It also includes some neat copywriting: "Your cart just got a little happier."

Walmart

There’s much to like about Walmart’s mobile checkout, though the huge CTAs and guest checkout are two of the most noteworthy features.

We’ve discussed mobile CTA design on the blog before, but the basic rules are to make sure they’re large and surrounded by white space to avoid accidental clicks.

I also like that Walmart displays a numerical keypad for the phone number and zip code fields. This is a simple touch but is infinitely easier than using the standard text keypad to enter numbers.

                      

ASOS

ASOS’ mobile app can actually be quite fiddly to use, however it has an excellent one-page checkout process for returning customers.

It means once I’ve entered my username and password I need only type in the three digit code on the back of my card in order to be parted with my cash, leading to innumerable impulse purchases on my part.

               ASOS mobile checkout       

Amazon

Amazon’s one-click checkout goes a step further than ASOS, as you don’t have to re-enter your password or card details to make a purchase. Pressing the ‘1-Click’ CTA will immediately order the item to your default delivery address.

It’s great for impulse purchases, though I feel there does need to be some barrier to purchase as I accidentally bought a £120 guitar amp while researching this blog post. Luckily I was able to cancel it seconds later.

                      

H&M

H&M commits a cardinal sin by forcing mobile users to register an account, but on the plus side I really like these giant text fields and CTAs.

                      

Lowes

On Lowes’ mobile site one of the first options you see at the checkout is for in-store pick up at your nearest outlet.

This is an excellent option to give mobile shoppers who might need the item in a hurry.

Unfortunately this sort of option only really works if shoppers can collect their items without delay, but in Lowes’ case it takes 14 days to deliver a doorbell.

              

David Moth

Published 17 February, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1684 more posts from this author

Comments (2)

Pete Austin

Pete Austin, CINO at Fresh Relevance

Are abandonment rates on mobile really much higher, as suggested in the post, or is this partly a side-effect of how they are measured?

For example, suppose a shopper is researching on mobile and then switches to a PC to complete the purchase.

At Triggered Messaging, we consider this a single session - the shopper has not abandoned the site; they just changed device.

But other real-time platforms may see this differently and report two sessions - the shopper abandoned on mobile and started a new session on PC - so they will report higher abandonment rates.

I will see how much work it would be to report on this issue, in next month's real-time marketing report:
www.triggeredmessaging.com/blog/real-time-marketing-report-for-january-20142

over 2 years ago

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Sandis

Pete, good questions there.

Even Google reported that 37% of customers will switch from mobile device to desktop for completing the order so it suggests that any mobile data will be showing higher bounce rates and lower conversions while desktop will benefit from some "high converting" visitors.

over 2 years ago

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