3 Ecommerce Stores with Mobile Checkout Experiences Worth Copying
As mobile has gained momentum in ecommerce, many marketers have shifted focus to the mobile checkout experience — and for good reason. Others, however, have stubbornly brushed off mobile as a great channel for traffic and engagement, but not conversion.
While research suggests that assumption might be true today, what about a year from now?
Here’s the reality ecommerce brands must come to terms with: Smartphones accounted for 45.1% of ecommerce traffic in Q1 of 2016. That edged out desktop, which saw 45% of ecommerce traffic. As for conversion? By 2020, mobile commerce is expected to comprise 45% of total ecommerce sales — or about $284 billion in revenue. According to a BI Intelligence report, that’s a 300% increase over projected mobile commerce for 2016.
A couple other nuggets from that BI Intelligence report:
- Shoppers spend the majority of their mobile commerce-related time in browsers, not apps
- Desktop still dominates the dollars spent vs. time spent debate, but as mobile checkout improves, BI Intelligence predicts that mobile conversion will skyrocket
Translation: It’s time to get your mobile transaction experience in line with changing customer behavior and expectations. The longer you wait and the more you lag behind, the worse your chances will be of earning customers’ trust as the trend toward mobile conversion accelerates.
What Does an “Ideal” Mobile Checkout Experience Look Like?
The obvious example here is Amazon. Products are generally easy to find. Checkout can be completed with one tap. And shipping is (almost) always free. That removes three big barriers that tend to trip up so many mobile transactions.
Then again, Amazon isn’t the only company getting the mobile checkout experience right.
As the brands below prove, you don’t need Amazon’s budget or resources to create Amazon-like experiences. You simply need to understand how customers shop on mobile and which roadblocks can be removed to make completing a purchase as easy as possible.
The fine folks at UX Matters recently studied how people use their phones when they’re browsing the web. According to their research, nearly half of us grip the phone with one hand and use our thumb to tap and navigate a site. The takeaway: Ecommerce brands need to design their mobile experiences with this usage pattern in mind.
Solar backpack company Birksun nails this. Here’s a series of screenshots showing the brand’s mobile transaction experience — from the homepage to checkout:
A few things worth noting:
- It’s super simple to click on the most important elements with one finger
- CTAs stand out with bold colors and the button width makes them easy to tap
- The payment page includes a field for a discount code — and the company’s current promo code is prominently featured in the top banner of that same page
From the “Shop by Activity” section on the homepage to the use of a payment service like PayPal, there’s nothing about the experience that feels cumbersome on a mobile device. Even if I don’t complete a purchase immediately, the experience is memorable enough — in all the right ways — to make me want to come back.
One of the best ways to remove friction from the mobile is to convert the most used elements in a mobile transaction experience into easily tappable buttons. This might include adding items to a cart, completing checkout, or logging in to an account.
Etsy does this extraordinarily well. As you can see in the screenshots below, the company’s mobile checkout features CTAs that are easy to see and use. The choice of color makes them stand out and they span the width of the screen, making them easy to tap no matter how you’re holding your phone.
It’s also worth noting that returning customers can easily log-in using AutoFill, while new customers can quickly create an account through Google. Payment can also be completed via PayPal, which again removes the need to enter credit card info on a tiny screen.
This is one of my favorites — particularly because buying event tickets (at least for me) is a little bit different than buying fashion. When I’m ready to buy, I’m ready to buy. I’m not on the website to browse or kick tires, so the mobile transaction process is critical to conversion.
One of the ways Eventbrite makes checkout easy is by including a static “Tickets” CTA that follows you as you scroll on any event page (see the image on the left in the collage below). Once you click on that button, you’re taken to a clean and simple checkout flow that can be completed in two simple steps — both of which offer an AutoFill option.
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Without much hassle, I can complete checkout on a mobile browser in less than 30 seconds — and that includes having to sign in to my account. It doesn’t get a whole lot easier or quicker than that.
Keys to Remember with Mobile Transactions
Every meaningful study on mobile commerce points to the fact that consumers want to buy on their mobile devices. They’re just waiting for ecommerce brands to deliver experiences that aren’t so damned clunky.
The companies above are proof that buying on mobile doesn’t have to suck. So, as you optimize mobile more for transactions, keep these best practices in mind:
- Think in terms of taps, not clicks. If someone has to readjust their grip, stretch their thumb to reach an important button, or (even worse) zoom in to click a URL, it creates friction. Try to make buttons, CTAs, and form fields as wide and easy to reach as possible. And keep the amount of content on a single checkout page as minimal as possible. Breaking the checkout process into two or three steps — and using progress bars — will keep each transaction page clean, simple, and easy to navigate.
- Eliminate form fills as much as possible. There will be times when it’s impossible to avoid having a customer enter some information on their phone. Still, your goal should be to minimize those experiences as much as possible by using tools like AutoFill and Apple Pay. A guest checkout option has also shown to increase conversion, while automatically triggering numeric keyboards can also dramatically simplify credit card entry.
Mobile commerce isn’t going anywhere.
The sooner you start to invest in experiences that are smooth, seamless, and simple, the better off you’ll be when the rest of the market catches up. It might cost you some time and resources today, but when you compare those investments against the cost of lower mobile conversion and lost sales, it should be fairly easy to justify them.
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