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Natalya Ustymenko
Head of Direct Marketing, Reteno
November 8, 2022
In this article, we’ll show you best practices for every step of the mobile checkout process and a couple of examples from successful brands.
Mobile Checkout is the process of completing an order checkout on a mobile device. This happens when a user places their orders online and makes payments on their phone; it begins when the customer visits the website, reviews the product catalog, and then purchases the product.
At this stage, users are often close to purchasing, but have to overcome internal and external obstacles. Below, you’ll discover how to make the mobile checkout stage smooth and effective by removing those obstacles.
As we’ve mentioned above, mobile traffic is higher than desktop traffic. Then why do so many companies prefer to stick to desktop eCommerce, and why should you choose the other way?
Well, now it’s obvious why businesses prefer desktop to mobile. But what’s hidden behind those numbers is a huge potential.
People want to shop on their phones when they are procrastinating at home or bored at some event. It is established, proved by statistics and our experience because it is a convenient way of shopping. At least it should be. However, Dynamic Yield research shows that companies themselves make it hard for customers to spend their money.
By solving these issues, you can complete mobile checkout optimization to improve user experience and gain a lot from those $18 billion lost by other businesses.
Disclaimer: every piece of advice listed below should be revised according to the goals and features of your company. A/B testing, in this case, is a golden must.
This is the start of customers’ journey towards not just browsing, but purchasing. Make it unforgettable and pleasant. Here’s what you can do.
The second reason for cart abandonment is the necessity to create an account. The best guest checkout examples provide customers with an option for a one-click checkout for mobile shoppers with a quick payment process.
Now let’s look at other improvement points for those who are not irritated with the account creation.
It is easier for customers to authenticate using a Twitter or Facebook account than it is to force them into creating a new account for just one purchase.
Plus, with their social media info, you can personalize their shopping experience based on their past purchases and offer relevant further upsale or retargeting. 60% of clients would be glad to have a more individual approach from companies towards them.
Stop making users create an account for nothing. Instead, with the account page, you can:
A wrong shopping cart solution or a poorly designed checkout flow will cost you potential customers.
If you disabled a “Delete the item” option, so the customers wouldn’t buy less, you are very much mistaken. Let users change their plans, add more, switch to cheaper items, and even delete some. In the end, they will come back to you since you are not an aggressive seller.
You can also offer more advanced options, like, showing their recent searches instead of making a user nervously scroll dozens of pages looking for lost items.
No need to overthink this one. A simple cart icon with an updated item number in it will be enough for mobile checkouts.
Also, display the content of the shopping cart as an overlay when users click on the cart icon without redirecting them to another page.
A standard “you might also like” unit can be a good decision.
But there’s a nuance. The research showed that businesses think they are offering more advanced experiences than consumers actually get. So check twice if your upsale is really personalized and relevant.
Yes, even basic things can be left out unintentionally. The button should have a “floating” feature, be highlighted, or at least be placed at the top of the cart page.
Add security badges, website safety protocols, and SSL certificates. Show your customers that a mobile checkout with you is the safest thing out there.
The statistic shows that some users don’t need secure icons if they already trust a company. But still, a big group of them need to be convinced.
You can’t reduce form fields here, as you won’t have enough details for shipping. Automate everything you can.
Statistics show that most customers abandon their carts right before the payment. Most of them do so because they don’t know how long it will take them to do the checkout. A simple progress bar can stimulate them to finish the purchase since they can see how many steps are left.
It is easy to lose trust with shoppers by imposing surprise fees during mobile checkouts; meaning, if the product costs $50, an additional $10 for shipping and $2 for taxes at the end of the checkout will definitely cost you a customer. All details must be available immediately in an order summary.
Not all customers will allow you to detect their addresses because of their security concerns. But this will be a huge relief for those who prefer to skip typing letters. Make an auto-permission to perceive the customer’s location. Also, auto-fill the contact fields of those who have already bought from you and agreed to websites “to remember” that info.
Provide an auto switch between keyboard styles to suit different forms. For example, the email address keyboard can use an alternate layout, which emphasizes the "@" key and the "." key. The number pad keyboard makes it easier for customers to enter phone numbers.
Among the top 3 reasons why users leave their cart is slow delivery. But what exactly does it mean? Obviously, if your storage is located thousands of miles from the customers, they can’t expect the package to arrive the same day. Instead, they expect to see the estimated delivery date, possible options for more convenient dates to receive the package, and if there’s an option to pay extra to get the purchase faster.
This is a bit of an advanced option. Some customers may buy things with their close ones and need to split the check. Or some customers need to pay using two credit cards to get the needed total sum. Think about that to not lose clients.
This is a nice chance to build a loyal audience and increase repeat sales. Become a thoughtful friend to customers, and don’t leave them after they purchase from you.
The easiest way is to create a “Thank you” page where you can post necessary details like where to track an order and how to contact a support team. You can also send a confirmation email to remind customers about these details.
This is an excellent way to say thank you and encourage your customers to come back for more purchases. Think thoroughly about what kind of discount will bring a win-win situation.
A customer found a perfect item. They want to share it with a friend who might also be interested in purchasing it. This should be done easily with a simple Share a link button. Now you’ve doubled your profit.
We’ve collected a couple of checkout best practices for your inspiration.
When you go to the cart, Sephora immediately asks permission to detect the location for auto-fill of the shipping address.
When you click on mobile Checkout Shipped Items (a noticeable floating red button), Sephora gives an option for a quick checkout as a guest. But also, it gives you a chance to get points or free shipping for creating an account. You can choose what suits you more. Even if it takes some time to create an account, at least you know you’ll get benefits for that.
Lots of nice features here. Let’s start with the order edit. If you’ve changed your mind, you can delete the chosen item or switch it to another type of the same product by clicking on the Edit button.
There’s a section titled “You’ll also love” and various in-app payment methods with a floating checkout button. Every important detail is on one screen, which makes it easy to believe that the whole checkout process is pretty fast and convenient. Also, in case you don’t want to overpay with delivery fees, or you just want to check the product in the store before purchasing it, there’s an option for that too. Click on Select store, and you will have a list of the nearest ones.
You don’t have to use every piece of advice in this article when improving mobile checkout in your store — pick what is relevant for your company. Make sure you’ve solved common issues to make the best mobile checkout experience. Don’t forget to examine the mobile version regularly. Be ahead of your competitors.
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