As the number of global mobile phone users is increasing (expected to cross 5 billion in 2019), consumers are more likely to use their smartphones to shop online.
However, the average conversion rate for mobile is a measly 0.55% as compared to desktop (2.06%).
This shows businesses haven’t optimized their stores for mobile. And mobile conversion optimization isn’t their top priority.
Whatever the case, you shouldn't stop improving mobile commerce conversion rate after seeing these numbers.
Here are 10 ways on how you can improve mobile commerce conversion rate for your store.
1. Add Search Bar at the Top
A mobile screen is small and it is harder to navigate through an ecommerce store on mobile. Adding a search bar at the top of the mobile screen will help visitors find what they're looking for without wasting time.
In fact, the search bar should be the first thing visitors see on your ecommerce mobile site. This is a sure way to increase the average session duration and conversion rate.
2. Enable Auto-Suggestions for Search
Typing isn’t easy on mobile device… for a lot of people.
Not having auto-suggestions enabled on your ecommerce mobile site is one major reason why you have a poor conversion rate.
Nobody likes typing everything in the search bar, especially if it’s something complicated.
Here are a few techniques to enable auto-suggestions:
- Root word recognition
- Spell auto-correct
- Suggestions based on previous search and purchase history
- Predictive text
- Behavioral analysis
3. Allow Product Comparison
When people visit an ecommerce website on a desktop, opening multiple browser tabs and switching between them is extremely convenient.
Doing the same on a mobile device is complex.
Visitors need to compare products, features, price, and other specifics before adding a product in the cart. That’s something they cannot do on a mobile site unless it is optimized.
Enabling product comparisons on your mobile ecommerce site is one of the best ways to boost conversions. Let visitors compare products with a few taps.
The comparison chart or table needs to be user-friendly. Incorporate product comparison in website design so users don’t find it hard to make sense of the comparisons.
4. Improve Mobile Site Speed
Slow load time is a serious threat to conversions and it increases bounce rate. Visitors hate websites that load slowly.
Improving mobile site speed will make visitors stick and they won’t leave your website without getting what they need.
Your best bet is to create Accelerated Mobile Pages (AMP) to significantly reduce load time.
Read these guidelines on how to improve website load time.
5. Link to Help Content
Do you have a well-maintained resource and help content for your mobile store like this:
Link to it from the primary menu or footer so visitors can get help easily with a few taps. The best place to add a link to help section is footer because you have already added a search bar at the top of the screen.
When users don’t find what they're looking for via search bar, they're more likely to move to the bottom of the page and that’s where you can direct them to help content, how-to guides, tutorials, and other useful content.
This is how Zalando does it in style.
All FAQs answered right at the bottom of the mobile site.
6. Add Multiple Payment Options
Not letting users pay via Google Pay or Apple Pay on your mobile site is sure to reduce conversion rate.
Besides, offer multiple payment forms so visitors don’t have to leave your store due to unavailability of their preferred payment method.
Here is what Google recommends on how you can simplify and improve UX of payments on mobile.
Foodora significantly improved its mobile conversion rate after it added mobile payment methods.
7. Simplify Checkout Process
Some 26% of visitors will abandon a cart if the checkout process is complicated. Simplifying the checkout process will make it easier for visitors to add products to cart, add payment details, and checkout without an issue.
The form has to be user-friendly with limited fields and errors should be displayed in real-time.
It is best to offer guest checkout on mobile to ensure visitors can check out without creating an account.
8. Simplify Navigation
Don’t make it hard for visitors to move from one page to another on your mobile ecommerce site. It has to be simplified.
The navigation should be simple, effective, and obvious.
Here is an example by Aldo Shoes.
They have breadcrumbs that show where you’re and how you can go back. Visitors can zoom the product image and use the slider to move to the next product image. The arrows at the top let you quickly move to the next product in the category without moving to the previous page.
That’s how you make navigation a piece of cake for visitors.
9. Offer Live Chat
As much as 62% of shoppers expect to have live chat feature on mobile sites so they can easily choose products and get the help they want - instantly.
Don’t disappoint your potential customers.
Add live chat on your mobile ecommerce store and make it user-friendly. Your audience should be able to use live chat without hurting their shopping experience.
Aldo Shoes offers live chat on its mobile site. All you have to do is fill a short form and you’re connected to an agent...
10. Make CTAs Prominent
Are CTAs optimized on your mobile ecommerce site? Are CTAs prominent enough? Do CTAs grab attention?
Not all visitors know how to buy a product online. Let them know how it works. Use descriptive CTAs and make them prominent.
Buyers shouldn’t have to find CTAs rather these should be visible outright.
The CTAs used by Walmart on its mobile site are prominent and massive. You cannot ignore them.
I'm sure these 10 actionable tips will help you improve conversions for your mobile ecommerce site.
Don’t expect a miracle.
You need to test and make several tweaks before you can identify what works best for your website. Conversion optimization is a continuous process.
Keep testing and improving your mobile site and it will get better over time.