In line with our ‘Mastering eCommerce’ series commitment to enable merchants to scale and grow their eCommerce businesses, we share 3 key strategies to optimize your eCommerce store for mobile.
Throughout the series we have enlisted the support of some industry experts. Today, we are pleased to introduce you to Hazel Teng, from Melewi. Melewi is a travelling product, UX and UI design studio working with passionate people from around the world. They have designed for clients like McDonalds, Samsung, Visa, as well as smaller start-ups.
Today, Hazel will take you through 3 key strategies to optimize the customer experience and user interface of your mobile eCommerce store to increase mobile checkout rates.
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In this Mobile First era, consumers are searching for products and purchasing them on-the-go. The use of mobile devices has grown steadily throughout the years, in fact global mobile and tablet browsing (51.3%) has surpassed desktop browsing (48.7%), so it’s important to optimize your mobile eCommerce site for a seamless user experience.
eCommerce sites have also made online shopping far more convenient. The rise in online shopping coincides with the availability of free-returns, on-demand delivery, and trusted payment gateways.
Combining the two, mobile optimization for online stores is essential for businesses to stay in the game and increase their revenue.
Since the main purpose of an eCommerce site is for users to purchase products, the process of helping users checkout and pay should be frictionless.
The add-to-cart buttons and checkout cart buttons should be easy to locate. The general rule of thumb is to include Call to Action buttons that flow with the user journey or at the top of the screen to be highly visible.
The process from check-out to payments should be smooth. To make it as easy as possible, give customers multiple options such as using an integrated payment gateway, letting them login into their account on your site to use pre-saved debit/credit cards, checking out as a guest with a credit card, or even pay cash on delivery.
#Pro tip 1: If you’re designing on Photoshop, connect your Photoshop account to Adobe Preview on your mobile device, and preview the mobile user experience.
Just like in a retail store, where there are signboards and sales personnel to help customers find what they want, your eCommerce site should allow consumers to quickly browse through categories and find products they’re searching for.
On the desktop, it’s common to find the search tab at the top of the screen. On a mobile screen, replace the search bar with an expandable search icon to save space on the screen while still providing the same functionality as on a desktop.
At the bottom-of-the fold, display suggested categories such as Recent Searches, Daily Searches, or Trending sections, which the user can easily jump into.
The Sort and Filter button should also be easily accessible, so that users can filter products based on the price range, or through categories that makes sense for your eCommerce site.
#Pro tip 1: One key principle in UX is safety, which means allowing users to recover from their mistakes or backtrack within the system. In the search, filter and category tabs, it’s good to include “cancel” or “back” buttons so that the user can return to the home screen or previous page.
#Pro tip 2: Before designing the navigation bars, map out the user journey and think about how to present the categories in a hierarchy that makes sense for the user.
To persuade users to buy, your website copy and accompanying images or videos should be informative and engaging.
When it comes unfamiliar products, users might take a longer time to decide before they purchase. Here, the product description plays an important role in helping users to make an informed purchasing decision. On mobile, having a “Click more to find out” button helps you to squeeze more information about the product into a small screen. You can also choose to remove less important information for mobile.
Similar to the product description, images of the product also help users figure out if they would like to buy it. For eCommerce sites, including a minimum of 3 images per product is useful for the users to make their decision.
It could also be useful to include a video of the product, as used by online retail giant Asos to promote clothing, so that the user has a better idea of how it looks like in 3D.
Apart from product description, the copywriting for Call-to-Action (CTA) buttons can have an impact on conversions too. For example, a “Buy Now” CTA results in greater conversions compared to “Shop Now” because the former suggests an immediate action while the latter seems to be noncommittal. If you’re unsure of which copy works better, you can conduct A/B tests.
Pro tip #1: Nothing makes the experience faster than mobile load speed. It’s crucial to optimize images for mobile friendliness by reducing the images or videos file size. Popular media resizing tools include Photoshop, ImageOptim for JPGs and ImageAlpha for PNGs.
With these 3 overarching strategies of improving the mobile user experience, allowing users to checkout faster, and encouraging them to make repeated purchases, you can create a delightful user experience on your mobile eCommerce store.
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