The digital transformation is now embracing the world, and plenty of businesses have migrated into where their customers are today – it’s online. Therefore the importance of a responsive eCommerce website design and mCommerce experience is increasing. Business Insider Intelligence predicts mobile shopping volume to rise to 25.5% compound annual growth rate (CAGR) from 2019 to hit $488.0 billion, or 44% of eCommerce, in 2024.
Many people not only search for products using their mobile devices but also complete the checkout process via them. That’s why it’s important to design an intuitive mobile checkout process to avoid negative customer experience in only one step to making a purchase. Bad eCommerce app design (particularly, UX design of this part of a customer journey) can cost you a conversion, so it’s crucial to make it smooth. In this article, we will consider the essential principles of a great mobile checkout process to help you multiply sales and reduce abandons.
According to the Baymard Institute Research, it is one of the most significant reasons why prospects abandon a purchase. Filling register forms via mobile devices can be a real pain for customers sometimes. It gives them additional time to rethink their purchasing decisions, and this can be not favorable for a company. We recommend you to avoid forcing users to go through a signing in or registering process before they make a purchase. Alternatively, you can allow a “guest shopping” option. It is particularly important for a successful eCommerce mobile app.
Like registering an account, filling any form isn’t the most pleasant process for mobile users. However, it’s necessary. However, you can do it much easier, creating a user-friendly form. So, let’s focus on the bare minimum.
You can add a function of auto-suggestion or auto-completion to a field with the delivery address. For instance, you can use filling the address information based on zip code. Ask users about their geolocation (or use Google’s geolocation search) and fill most of the information in a form for them. Anyway, if there is any mistake, the user will have an opportunity to edit the information.
It’s also advisable to avoid dropdown lists in a mobile experience. Try to show all the options at once. In case if there are too many choices, you can think of adding a search box to allow users to save time while looking for the needed item. Suggest the most popular choices at the beginning of the list. Don’t also forget to display a context keyword. If a step requires putting down only numbers, show the user a keyword with numbers.
It’s the essential principle of any mobile UX design. Your desktop website design may include small clickable areas that are often converted into mobile user experience with the same characteristics as for a web user. Try to optimize them and making them touchable instead of clickable (like for the user with a mouse).
According to the MIT Touch Lab, the average width of an adult thumb is 2,5 cm, and the index finger is between 1.6 to 2 cm. We can translate it to nearly 72px and 57 pixels. The easiest way to optimize it is to utilize patterns of icons and typography from the Material Design language created by Google.