Crafting the Perfect Mobile Experience for E-commerce
More than half of all e-commerce shopping occurs on a mobile device, and 79% of smartphone users have made a purchase on their mobile device in the past six months. Mobile is quickly transitioning to the primary mode of e-commerce shopping (also called m-commerce), and now is the time for your business to get onboard.
Mobile customers are ideal for e-commerce businesses because they make fast purchasing decisions, and they have a higher rate of repeat business. Mobile customers have “micro-moments” where they’re browsing, buying, and going to new stores. They look for info on their mobile so they can take action right now. They might be looking for a local business to stop into, or they’re in-store comparing products and looking at reviews.
But it’s not easy grabbing these mobile customers. They’re picky. They require speed, convenience, and information right at their fingertips. They want an easy, interactive mobile experience with their brands.
So how do you craft the perfect mobile experience that will attract these on-the-go shoppers?
In this guide, we’ll walk through how to craft your mobile site experience from initial search to post-sale.
The Mobile Customer
Here are the main points you need to know about the mobile customer in order to craft the perfect experience:
They’re on-the-go. Speed and ease of use matter. Friction anywhere along the process will make them leave.
They’re skeptical. They’re more hesitant to input their personal information and credit card info on mobile than on desktops unless the payment is proven secure.
They expect a consistent experience whether they’re on mobile, on a desktop, or in stores.
They care about the price. Mobile searchers are often comparing product prices and reviews.
Get more in-depth info on the mobile customer here.
So how can you make sure your website is attracting these mobile customers?
1. Mobile-friendly keywords
People tend to search with shorter key phrases on mobile devices. As opposed to searching, “where are there coffee shops in Los Angeles?” the mobile customer might search, “coffee shops near me.” Make sure you optimize your mobile site for short, localized key phrases that are highly relevant to your business.
2. Support Site Speed
Shoppers are impatient. 53% of mobile users leave a site that takes more than three seconds to load. They’ve just gotten in their car and they’re searching for somewhere to grab food or coffee. Or they’re in a store looking to compare a product they’re holding versus others online. If your site doesn’t load instantaneously, they’ll navigate away to another site and forget about you entirely.
3. Be Clear and Concise
Mobile screens are small, and your browsers only want to spend a minute or two browsing before making a decision. So you want to focus on clear communication with concise language. You want to show who your brand is in less than a sentence and then drive the call to action forward.
Concise, clear language is challenging for a lot of business owners. Contact Seller’s Choice to craft site content with an efficient, effective message.
4. Provide Product Details
If customers are browsing your product pages, chances are they’re comparison shopping or looking for goods right now. You want to equip them with as much knowledge as possible so they can make their purchasing decision—and not have to navigate to competitors’ pages for more information.
You’ll want to include the basic specs like stock availability online and in-store, sizes, colorways, and more. You should also focus on presenting beautiful descriptions with gorgeous visuals and videos. If you can make them imagine using a product in their own lives, they’ll be eager to click “Buy.”
Tip: Make the images zoom-able with their fingers, so they can see more details on the mobile screen.
Check out these gorgeous, unique product pages with Hubspot to spark some ideas.
5. Clearly Displayed Sales and Details
Mobile customers love bargains. There’s an adrenaline rush when you see a product in store for one price and you find a comparable product online at a discount. So play into this by boldly displaying your promotions. Show the original price with a strikethrough, and display the sale price in a brighter color. You may even want to compare with competitors’ prices right on the listing.
6. Be Upfront with Shipping Costs
Shipping costs play a factor in the consumer’s decision. If they’ll save $5 buying it online but shipping costs $15, they’ll buy it in the store or on another site. Even more importantly, if they get to checkout and see an unexpected shipping cost, they’re significantly more likely to abandon their cart—and never come back.
So don’t surprise your customers last minute with unexpected costs and fees. Show these costs on your product page to avoid abandoned carts and to instill a sense of transparency with your customer.
7. Show Reviews
Reviews instill a sense of trust with your customer. They feel they’re getting the “real story” from other customers, which makes them feel more confident about their purchases. This is especially critical for fast purchasing decisions on mobile devices, so they can feel confident in their decision. Positive reviews also help give you SEO juice, so it’ll be easier for your products to rank high on Google mobile search.
When showing reviews on product pages, offer the ability to filter based on rating. Don’t hide bad reviews, but manage them effectively on the page and directly with the customer. Learn how to avoid getting negative reviews here.
You should also encourage your customers to leave photos along with their reviews. This helps browsers get a “real” idea of your product from other customers. (People tend to trust customers more than brands.) You might also want to offer a Q&A section where your customers can answer other consumers’ questions similar to what Amazon has on their listings.
8. Be Accessible
Make it easy to locate your customer service and “contact us” section. On a mobile site, we usually recommend putting your contact info in the footer or bottom of the app. Include multiple methods for them to reach out, so they can do what’s most convenient for them.
Having a strong customer service team available to mobile shoppers prevents cart abandonment, boosts upsells, and improves the brand-consumer relationship.
Tip: Want to be accessible to mobile browsers 24/7? Consider implementing AI-driven chatbots to handle your basic customer service inquiries.
9. Personalized Content and Marketing
Mobile customers know you’re taking their information online, so they want you to at least use their info to improve their experience. With mobile technology, it’s easier than ever to track your customers and customize their mobile experience. Cookies can help you analyze their purchase history, shopping behaviors, viewed products, and even how they move around on your site. So you can show them content that’s related to their previous history and interests, which gets them to see (and buy) relevant products faster. They go to your site and instantly see products they were looking at the day before. They can checkout then and there without even browsing.
Check out these awesome personalization resources:
Registered loyalty programs can take this to the next level. Customers can input specific interests or buying patterns alongside your tracking software to further enhance their service. For example, Sephora’s Beauty Insider will track your skin coloring and the shades you purchase, so they can make recommendations based on your specific makeup needs. This makes it faster to find relevant products both in-store and online (sales associates can quickly look up their account for more info).
Tip: For loyalty programs, make it easy for customers to save their login information (or use face or touch ID through phone), so they have instant access to their account and can start shopping.
10. Frictionless Finale
You’ll lose the most customers during the checkout. Fix this process, and you’ll see your conversions soar. How can you make the checkout process smoother?
Make it easy to edit or delete items from the cart.
Show all deals and coupons related to their cart. Remind them how much money they saved.
Let them purchase as a “guest” if they want a speedy purchasing process.
Follow up by offering them to register an account. Tell them the benefits: tracking purchases, special offers, and save information for easier checkout next time.
Offer multiple payment options, especially one-tap options like PayPal, Apple Pay, and Android Pay.
Display a visual security indicator so customers know you’re protecting their information.
Not sure if your checkout process is easy? Go on your site as though you were a customer and try it out for yourself. If you feel it’s frustrating at any point, you’re likely losing customers there.
11. Integrate with Social
People spend hours every day on social media, usually on their mobile devices. 60% of the time spent on social media is facilitated by a mobile device.
With social platforms now offering e-commerce options, the conversion potential is huge on mobile social sites. You want to make it easy to switch between social media and your mobile site, so customers can quickly do research and checkout.
Some ways to integrate social media and your mobile site:
Link your Instagram Business page to your mobile site in your bio and in posts. Same goes for Facebook.
Offer discounts on social media that link to a landing page that makes it easy to check out.
Display your social media handles or content right on your mobile site.
Keep your branding and images consistent in both areas.
Learn more about social selling with Facebook and Instagram here.
Making social media and your mobile site interchangeable is one of the strongest ways to build your brand across all channels while monetizing your social commerce.
12. An Omnichannel Experience
You want brand cohesiveness, no matter how the customer is interacting with you. This means your site looks and functions the same on mobile as it does on a desktop. It also means your mobile app integrates with other apps, like email or internet browsers.
If you have a physical storefront, you also want to pair the mobile with the physical. Offer free WiFi in store so they can easily look up your website for comparison shopping. You might also want to include location-based technologies to notify them on their mobile devices of in-store features and personalized style tips.
Keep your brand consistent, and utilize technology to streamline the experience.
Mobile e-commerce is exploding. If you’re not completely optimized to make the mobile experience simple, convenient, and exciting for your customer—you could be missing out on over half of your potential customers and revenue.
Don’t get left behind. It’s time to get mobile.
Is your site optimized for mobile experience and conversions? If you’re not getting the mobile traffic you’d like, contact Seller’s Choice now to start redesigning and growing your on-the-go accessibility and sales.