mobile checkout

How to deliver a seamless mobile checkout experience

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.

Mobile checkouts: how user-friendly are the top 10 US retailers?

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…

Mobile checkouts: which of the top 20 retailers have upgraded in the past year?

This time last year I looked at the mobile sites for the UK’s top 20 retailers to see which offered the best checkout process.

I found that there were a number of common flaws, such as forced registration, but in general the standard was quite high.

However I was also surprised to see that eight of the retailers were still relying on desktop sites. 

As 12 months has now passed I thought it would be interesting to see whether the situation had changed at all and find out which retailers have made an effort to upgrade their sites.