In this post, Customer Marketing Manager Bethany McDermott shares five tips to curb cart abandonment on mobile devices.

Mobile commerce (m-commerce) is expected to contribute to 73% of all retail online sales by 2021, but the term has actually been around since 1997 when we were using these:

The definition of m-commerce is – the delivery of electronic commerce capabilities directly into the consumer’s hand, anywhere, via wireless technology.​​​​​​​

This was pretty ambitious considering Titanic hadn’t been released, Google hadn’t been founded and Napster hadn’t launched yet when the term was first coined by Kevin Duffey, as he launched the Global Mobile Commerce Forum.

I’m taking you down memory lane because  gone are the days when marketers would be content with something being “mobile optimized”.

This year we’re going to spend $459Billion on mobile devices. Get your slice of the pie with help from these five tips to help reduce Mobile Abandonment…


1. Improve Your Checkout Process

The checkout process is a key part of the customer journey, If it’s too “fiddly” or complex, this gives your visitor the opportunity to go elsewhere and forget that they want your product or service.

Keep it simple, big fields and big buttons.

ao.com have a great checkout process, and it’s often the finer details which help make buying high ticket items easy on a mobile.

First up is usually the delivery address. By using an address lookup, entering your address takes seconds rather than minutes navigating multiple lines on a small keyboard. ​​​​​​​

Next up, delivery date. Often calendars can be awkward on small mobile phone screens.

Having to pinpoint tiny squares and swiping to change months can land you back on the product page.

Having to start again can sometimes be enough to make users give up altogether.

Instead, take a look at scrolling menus. They’re a lot more user friendly, using the design of the mobile phone’s operating system. It’s also a great touch to add the Free Delivery options on here.

A bugbear of mine is with numerical only fields and you’re presented a full qwerty keyboard.

If you can, only show what is necessary for that field so users can complete the form more easily.

Although this is something small, you want to make this process as easy as possible. As they say, good things come in small packages (or changes in this case…)


2. Offer a Variety Of Payment Methods

Back in 1997 we were all excited to receive a new cheque book through the post but like mobile phones, payment methods have moved on.

From PayPal to ApplePay and now WeChat, the mobile payments market is rapidly expanding and leaving plastic cards behind.

To put this into context, Paypal currently have more than 200m active accounts which plays perfectly into keeping the whole purchase on mobile.

ASOS checkout payment options

But for most websites, the key has to be choice. By giving your shopper choice, they can choose to walk back upstairs and get their credit card or click on ApplePay.

By not giving the choice back to them, the purchase could be delayed until another time – and who’s to say they will come back?


3. Give Customers Confidence

With high value purchases, there is still a perceived stigma around buying on mobile, although this is becoming less common.

To address this, you can give your customer the confidence that if something goes wrong, you are at hand.

A really simple way to do this, is to use what you already have. A phone.

I’m sure if you looked at the app usage on most people’s mobile phone – the actual phone function would be quite far down the list.

Using a call me feature shows your visitors that there is someone there to help them out and solve problems and queries.

Which is great to have throughout the whole buying process, but even better to show on exit intent (when the visitor is about to leave your website) to give that personal touch – and hopefully avoid abandonment.


4. Be Quick

There’s no doubt that mobile technology has made the world a faster place. You can video call a relative on the other side of the world when we’re less than 30 years away from the first version of dial up internet.

So much so, that we’ve become so used to this level of speed. Google research has shown that visits are abandoned if mobile sites taken longer than just three seconds to load.

Don’t put all of your hard work to waste by not having your website speed in top shape! In that time visitors can be switching between different tabs and apps, and you don’t want to get lost in the mix.


5. Multiple Sign Up Options

Although the guest checkout can be beneficial when looking from a time perspective; by taking a long term view of customer loyalty – you always want a visitor to make an account with you.

By encouraging visitors to create an account you can get more information about your them, their habits and assurance they are connected in some way with your brand.

Take a step back and think about other uses of mobile phones. Social media covers a large percentage of our apps (and time).

Some visitors will be happy to use existing login details from Social Media as quicker sign up options and so won’t be put off by the prospect of repeating their details in ‘another form’.

There may still be other fields to complete, such as address & payment information, but helping shoppers saves time will make them feel batter about using your site.

To Finish…

Aside from recovering your abandoned sales and curbing abandonment there is bigger picture here. It’s about driving loyalty through great customer experiences.

When people have a negative mobile experience with a brand, they are over 60% less likely to purchase from that brand in the future than if they had a positive experience – so make it right!