As mobile devices are becoming more accessible to a wider demographic of consumers and as mobile shoppers are becoming more confident, we’re seeing steady growth in the amount of people making purchases on their smartphones and tablets.
However, conversion rates lag behind those on other devices, and the checkout can be one of the biggest barriers to mobile commerce.
An effective, user-friendly mobile checkout requires a fine balance, as retailers need to present all the necessary information to encourage a sale without cluttering the pages and making them difficult to navigate.
In my experience the best mobile checkouts tend to be those that have stripped out any unnecessary information and data fields so customers can make a purchase as quickly as possible.
In the early days of m-commerce retailers presented mobile users with a version of their desktop checkout, so fields were too small and CTAs were difficult to click.
Times have thankfully changed, but I thought it would be interesting to see how the top US retailers have designed their mobile checkouts to see how user-friendly they are.
Here’s a quick recap of the criteria I evaluated using my Android smartphone…
I’ve been reading a mobile commerce benchmark study from eDigital which, based on a mystery shopper survey puts Play.com as the best mobile commerce website.
The results are interesting, as it suggests that some users would prefer to view a company’s standard website on a mobile, rather than a mobile version which is meant to be more user-friendly. It also seems that shoppers want the same experience, regardless of the platform.