As marketers, we all have to be well-aware that the way consumers shop for products has totally evolved. Gone are the days when consumers have to go to physical stores to purchase products. With several breakthroughs in technology and the never-ending developments in online marketing industry, shopping has made its way through mobile.
According to study, 44 percent of online minutes are spent on mobile phones as compared to 11 percent spend on tablets. This implies that more users prefer using mobile devices for shopping and the number are increasing fast. With these, it is no wonder why a lot of marketers are now engaging in mobile e-commerce (m-commerce).
However, engaging for m-commerce is not an easy task. M-commerce can be a struggle and you can easily be overwhelmed by the plethora of things that needs to be done. You need to provide seamless and easy shopping for consumers and it can pose a challenge for your business.
So before you start building your m-commerce site, here are 5 vital practices you need to be aware of to create a good mobile website that can deliver better ROI.
Infinite Scrolling is a Big NO-NO
“Infinite scrolling is a turn-off.”
Ever since infinite scrolling started, it has made a buzz in the online world. Infinite scrolling promises a better UX, but not all the time. There are types of website in which infinite scrolling can be best used to and mobile ecommerce sites is not one of those.
Infinite scrolling in Ecommerce or m-commerce sites can result to low CTR or click-through rates. Basically, potential customers can easily be distracted with the endless scrolling and as a result, they will less likely to click pages and worse, they will be force to leave your site. With low CTR, there is also lesser chance of lead generation and conversion.
Follow the Rule Of Thumb
Usability plays a vital role on how long users will interact to your website and one of the best practices to apply for website usability is the rule of thumb. The thumb is the dominant finger we use in navigating or typing on our smart phones. In creating your website for mobile ecommerce, the rule of thumb should be followed for comfortable and better user experience.
Designing and developing your website based in the rule of thumb is not as complicated as you think. Grab your phone and start swiping on the screen in different areas. Take note of the areas which your thumb can comfortably navigate and which areas are a bit harder to reach and swipe.
The areas which you feel comfortable swiping and clicking are your thumb-friendly hot zone and these are the areas where you should place your priority pages. The rule of thumb simply means designing for thumbs. This will minimize mistaps and uneasy navigation which can often be frustrating for users.
Your Homepage Is the Road Map
Unlike desktops, in mobile screens, you don’t have enough space for all your categories to fit into, so make sure that your homepage offer users to navigate on must-see pages or pages they will more likely to visit. Making your page content eye-appealing is one effective way to build mobile presence.
You don’t need all information about your website to be in your main menu. It will present a disoriented and crowded view which is unappealing for the users. So in designing your landing pages or homepage, make sure to present only what is necessary and what most users are looking for, leaving the rest of the subcategories on inner pages or in the footer.
Efficient and Easy Searching
Easy navigation and fast loading speed are vital elements to provide consumers with best user experience. Whether in desktop or mobile devices, it is very vital that you develop a website with simple navigation and fast loading speed. Always remember that users do not want to wait. A second delay in loading speed or complicated navigation can drive them away from your website.
Furthermore, put emphasis in your search bars if your website offer variety of products. Take for example the Starbucks mobile site. They offer easy searching of products for their customers.
Simplify Checkout Process
Now that you have provide shoppers with a better user experience, they will be more likely to be convinced to buy products from your site and your next job is to give them a simplified and smooth checkout process. Always remember the golden rule for checkout process; “Ask Less To Let Them Buy More”.
Your checkout process must require all necessary information, however avoid asking too much. Costumer’s NAP (Name, Address/Delivery address, Phone Number), Payment method and information and shipping options are the important elements of your checkout process. You can ask other pertinent information but remember not to annoy users with unnecessary questions. Furthermore, you also have to make your process short and easy to understand. Minimize including promotional tactics like ads in your process as they can distract consumers and will force them to abandon your website.
According to mobile statistics, mobile conversions are increasing year by year at about 8.9% while desktop conversions drop by 8.3% every year. So in the next few years, do not be surprised to see mobile conversions surpassing desktop conversion. We are in the new wave of digital age and mobile development shows great opportunities for ecommerce industry. As marketers, we have to grab these opportunities not just to increase sales but more importantly for future and lasting success.