5 Ways to Reduce Mobile Cart Abandonment
Mobile conversion rates are rather dismal across most mobile shopping experiences, mainly because companies are not deploying mobile optimized stores. Rather, they are trying to work with responsive web design or not doing anything at all (just letting their e-Commerce store run destroy their mobile sales). It’s imperative that you start focusing on how to reduce mobile cart abandonment and conversion rate optimization now while your mobile traffic is just starting to grow. Mobile commerce traffic is expected to become equal in size to desktop e-commerce traffic over the next few years, and you do not want to miss the mobile riding the mobile tsunami!
If you’re interested in improving your mobile sales (hint: you need to be!), here are some suggestions for reducing cart abandonment on mobile stores:
- Keep your shopper focused. Mobile shoppers are, by definition, distracted shoppers. So you don’t want them to be further distracted by design or other elements, especially when they are ready to purchase. Confused shoppers are likely to abandon their cart. Help them by giving them exactly what they need when completing a transaction and no more. Save the upsells and cross-promotions for repeat customers.
- Let them easily edit their cart contents. Making them go back to change color, quantity or other facets, is annoyingly poor design and increases abandonment. Inline cart editing is a must.
- Only request the information you truly need. Keep the checkout flow very shallow! Keep your forms short and succinct. Intelligently auto-fill as much information as possible. All these ideas make checkout easier and shoppers less wary of completing the transaction.
- Offer guest checkouts. Do not require them to register before they can proceed. If you can just give them the option to enter only their email as a guest shopper, do so. You can still send the receipt and you avoid abandonment by unnecessary registration/account creation steps.
- Use trust elements. Having a secure trust seal and language that indicates it is safe to shop will give shoppers confidence in completing the transaction. Insecurity around the purchase will elevate mobile cart abandonment. Help your shoppers trust your site by including these trust elements on essential checkout pages.
Applying the above design elements and functions will help in reducing mobile cart abandonment, which inversely increases your mobile shopping cart conversion rate. Focusing on optimizing now so you can capture initial shoppers by providing a good experience and increase your likelihood of repeat sales since you’ve built trust and provided a good mobile shopping experience