Improve Mobile Add to Cart Rates
If you’ve been following our blog for the past few months, you’ll know that we broke down the conversion rate (CR) formula into a couple of sub-formulas that make it easier to take action on improving conversion rates. One of those sub-formulas was mATC or, mobile add to cart rate. The mobile add to cart rate measures the percentage of mobile visitors that add at least one product to their shopping cart. Improving your mATC is one of two critical steps to improve your mobile conversion rate.
To help you, we’ve put together a collection of tips for improving your mobile add to cart rate :
- Use quality, detailed and multiple product images. Mobile shoppers need to see what they are purchasing. Having a clear first image combined with multiple supporting product images on the product page will support the product being added to a shopping cart.
- Show comprehensive product details whenever possible. Having a clear description, accurate pricing, variation information, product availability, shipping details and testimonials is a solid example of an optimized product listing.
- Finely tune your search engine so that shoppers have to click as few times as possible to get to the information they are after on your store. An accurate and organized search engine results page (SERP) leads to more shopping cart adds, especially when the SERP presents what the shopper is looking for in the top 3 results on the first search. Measure and manage your search engine performance. We suggest using a formula called “Mean Reciprocal Ranking”.
- Make navigation universally accessible and customized. Our 4th generation mStore makes navigation available from any page. This means mShopper clients’ customers never have to go backwards to a home page while shopping and that all possible questions can be found quickly through a search, browse, and even links to a customer service menu (e.g. a link from your menu to a complete FAQs page).
- Present a simple and clear call to action. Making someone have to click multiple times to add to cart is going to thwart your mATC improvement efforts. Consider having an “Add to Cart” button shown when the customer clicks on the product image (show example of 4.0) or a contrasting “Add to Cart” button on the product page that is shown above the fold (in other words, do not make the shopper scroll down to find the button).
- Run special promotions like time-limited hot deals or themed, curated sales. Time-bombed specials that made exclusively to your mobile shoppers will drive sales and build your mobile brand!
These tips should be standard in any mobile store implementation, but we are surprised at how often someone comes to us lacking almost all of these fundamental elements. Missing images, hard to find buttons, limited product info and no active promotion are all part of many current non-optimized mobile shopping sites. Let’s change that.