Five Ways to Blow Up Your Mobile Cart Completion Rate
Getting online shoppers to complete transaction on e-commerce sites has been the primary challenge for online retailers since the dawn of e-commerce. It’s no different in mobile commerce except that it is much, much harder. Part of this is that m-commerce is still in its early adoption phase and there is much to learn. Think of how initial conversion rates for e-commerce were much lower than today. The other part is a poor user experience. Remembering that overall conversion rates equal the product of Add to Cart Rates (learn more about mobile Add to Cart Rates) times Cart Completion Rates, here are five key ways to enhance the mobile shopping checkout experience on your site so you can improve your mobile cart completion rate (mCCR):
Minimize data entry
Mobile cart completion rates are inversely proportional to the data entry pain your site imposes on your customers. Feel their pain and minimize it. Only collect the absolutely necessary information needed to complete transactions. Use smart design to re-use previously entered data.
Make use of alternative payment gateways
Storing credit card data is a great time saver BUT, we are not big fans of storing customer credit card data. Indeed, mShopper never stores customer credit card data; the risks seem to great. If what happened to Target ever happened to mShopper, we would be out of business. The next best option is to take advantage of the major alternative payment gateways like PayPal or Amazon Payments. They take the risk (of credit card data theft) and offer a vastly streamlined checkout flow.
Offer guest checkout
Here’s a great fact you won’t find elsewhere except from Team mShopper: For most online retailers other than the big behemoths, 70% to 75% of your mobile customers will be new customers (this is another great reason to get mobile fast; it’s a great customer acquisition channel)! Don’t require them to sign up or sign in. Allowing shoppers to shop and checkout as guests reduces time requirement and commitment on the shoppers behalf – getting them to the moment of purchase faster.
Make it easy to modify cart contents
Never force shoppers to go back or search to make modifications to their cart. Present in-line cart editing features so they can edit quantity, size, color, etc. from within the payment funnel. These options save shoppers’ time and makes it easier for them to get exactly what they want as they move forward to cart completion.
Use SMS messaging to re-capture abandoned carts
There are very few retailers who understand the power of SMS marketing, and one of the best ways to drive cart competition is to re-capture abandoned carts via text messaging. It’s legal and powerful. If a cart is abandoned, and you collected their mobile number during registration (you did, didn’t you?), then send a follow-up message that includes a discount promo code and a link that goes directly back to their cookied cart page. This wonderfully underused tactic can drastically improve your mobile cart completion rates.
Please remember that mobile cart completion rates are one of two metrics you need to monitor to maximize your overall mobile conversion rate equation. By having a good grasp of both mCCR and mATCR, you can positively influence your overall mobile conversion rate.