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.