When it comes to turning casual browsers into buyers, there are a whole range of influencing factors to think about – especially when they’re using mobile. If you want to get the best from your ecommerce websites, it’s always best to have them individually reviewed by experts. That said, we’ve highlighted a few areas that you might want to look at first to help boost your conversion rates.
Multiple Payment options
If you don’t already, you should be measuring the conversion rate of each different payment method your site currently supports. There are two ways to do this:
Use a Google Analytics funnel to measure drop-off rates
Get an alert from your payment provider(s) whenever a failed transaction or incomplete payment takes place.
This way you can keep an eye on which payment methods are really working, and which are less successful. While it’s easy for desktop users to type in card details (or let their browser save them), it’s different for customers shopping on phones or tablets. Last year phone and tablet sales accounted for 51% of all UK ecommerce sales, while mobile is responsible for nearly 50% of all online traffic. It’s important to bear this in mind when formulating your ecommerce strategy.
The main things to remember are that people are more reluctant to save card details to their mobile devices, and are more likely to make errors while using a touch screen. They may also abandon a transaction as form fields are harder to use. Non-traditional payment methods can make the process easier and quicker for your customers, encouraging them to convert.
Some of the best options for mobile payment are:
- Apple Pay
- Google Pay
- Samsung Pay
- Amazon Pay.
‘Less is more’ when it comes to mobile users. Compared to desktops (and even tablets), mobiles have less screen real-estate to play with. If you can simplify what is being displayed to users, especially through the product to basket to checkout process, then it should boost mobile conversion.
Argos are a great example of mobile user experience, with an intuitive app that mirrors IOS functionality. The side menus are easy to swipe between, and information on delivery slots and click-and-collect are available at one tap of the finger. They also use large text and thumbnails to make mobile browsing pleasant on the eye. More than a quarter of Argos’s total sales now come from mobile, and they were the first UK retailer to make £1bn through mobile sales in one year.
In simple terms, websites have the ability to know where in the world (and sometimes where in the country) each user is connecting from. It’s not accurate 100% of the time, but it’s generally pretty good. On mobiles this geo-awareness is even more precise. If the user allows it, you can even see exactly where they are.
There are lots of reasons why having a geo-aware website is advantageous. If someone is in a café a few streets away searching for a product that you sell, you could identify that they’re close by and prompt them to pop in and pick it up. In other cases, you could simply direct them to the correct product range for their country like many ecommerce sites, including Crucial.com, do.
The golden rule is to always make life easier for the user. You should let them ignore your suggestions, as they might not actually want geo-specific results. As a personal example, I was buying something for my son in Australia and Crucial’s website kept trying to redirect me to their UK range.
I know we said three tips but we couldn’t resist one more...
If you’re a Mac user and haven’t already discovered iCloud tabs, I recommend reading about them on Apple’s website. Put simply, the feature lets you pick up browsing on your desktop where you left it on your mobile, and vice versa. Notably, Google Chrome has a similar feature.
If you’re shopping on your mobile and put something in your basket, then use iCloud Tabs to open the ecommerce site once you get home, your basket should come with you. This works with Amazon, provided you’re logged in on both devices. On other ecommerce sites, it doesn’t. It’s worth checking whether or not this happens with your site, as it could help to reduce the number of abandoned carts.
At Mercurytide we believe in making e-commerce work for everyone, the customer and the business. That's why we have developed a bespoke e-commerce approach to rapidly deliver everything you'd expect from an e-commerce website, but fully bespoke to match all your needs.
If you have any questions about the points I've raised, or want a more in-depth chat about all things ecommerce, please get in touch.