Since its inception in the mid 1990’s the growth of ecommerce has been exponential. Traditional brick and mortar stores are going the way of the dinosaurs and many once dominant retail powerhouses have paid the price for failure to adapt to the changing behaviours of consumers. Now, with the ubiquity of smartphones, how people shop is adapting once again.
If your site, and checkout process in particular, is not mobile friendly, you may join those old retail giants in the museum of retail history.
Why you must have a mobile friendly checkout in 2019
The way people shop online is evolving, and having a mobile friendly site has become an integral part of any site’s online presence. Google shows that 79% of smartphone owners use their device to shop, and that shoppers who use mobile actually buy more. In 2016, mobile purchases, sometimes referred to as m-commerce, overtook traditional ecommerce as the primary vehicle of online purchases.
Consumers now turn to m-commerce to guide them through the entire sales process. They look for inspiration, compare prices, find new products, and complete the purchase from their handheld device. This means that a mobile site will be the only touchpoint between customers and businesses.
The checkout process may be the most important step in converting. Even if your whole site is mobile friendly, don’t count on the sale if the checkout is not. If a customer cancels a transaction at this stage for any reason, all of your efforts to get them there will be in vain.
How to test if it is mobile friendly
There are a number of tools out there to test if your site (and checkout) are mobile friendly. The simplest and most straight forward is the Google’s Mobile Friendly Test Tool. Simply plug in your URL, Google will run the diagnostics, and a message will pop up giving you the ‘yay’ or ‘nay’ for mobile friendliness.
What elements to optimize
- Design- Design is crucial on mobile checkouts. It must function correctly and be designed with large simple forms and easily clickable buttons at every step from login to payment. Simplicity and function are key.
- Speed- Speed is one of the first UX tips you could use that will lower bounce rates, create longer sessions, and additional create higher ad viewability. The average website takes 19 seconds to load, the ideal loading speed is 3 seconds. Don’t expect your user to wait around for your checkout to load.
- UI & UX- Mobile websites are designed differently in terms of UX and UI. The interaction a user has with a mobile website is composed of swipes and scrolls. Get it right the first time, no patch, or bug fix is going to change a terrible user experience. Users don’t typically report when their shopping carts are misbehaving, as they simply go to a different site that is fast and functional.
What are the most mobile friendly payment options
Online payment options are growing almost as fast as the sites on which they are used. Research has shown that the majority of people feel that having multiple payment options is a top priority.
Two or three options is considered best practice, as too many can be overwhelming and make the checkout page feel cluttered.
Below are just a few options that can be used to boost your customers m-commerce experience during mobile checkout. The best one for you will be determined by your target audience, goals, and preferences.
- Paypal- Paypal was the first online payment gateway to get things right (mostly). It now operates in 203 markets across the globe and boasts over 227 million users. It is easy and free to use for most purposes. Most payment gateways emulate Paypals primary functions, with a few changes that they believe give the user a better experience.
- Stripe- Strip has grown substantially in the past few years due to its adaptable and powerful functionality. This adaptability allows you to customize the checkout experience to yor or your customer’s needs. Stripe easily integrates with hundreds of other applications and is easy to set up.
- Payoneer- Along with Paypal, Payoneer is part of the ‘old guard’ of online payment. Like Paypal, receiving payments is free and is easily scalable to your business. It is available in 200 countries and accepts 150 different currencies.
- Amazon Payments- If you really want to reassure your customers, you can attach yourself the giant of online retail, Amazon. You can direct the sales process through Amazon’s checkout, adding an extra layer of trust for your clients. It also means existing Amazon login and payment credentials can be used.
Don’t be left behind by refusing to adapt to changing consumer behavior. Make sure that your entire site, especially the checkout, is mobile friendly in order to reach your businesses’ full sales potential.