Now, we may not have a colourful pie chart or a data driven graph smattered with statistics informing you with the percentage of mobile users who will abandon your website if it takes more than 3 seconds to load. Nor do we know the exact numbers, in terms of traffic on your website, which come directly from a mobile. Also, we’re not quite sure of the exact figure, when it comes to people who will ditch the transaction if the shopping cart isn't optimised for mobile devices. However, what we do know is that these things happen and therefore the fact of the matter is: if you aren't optimised for mobile you're ultimately losing sales.
It’s surprising, definitely to us, how many eCommerce sites are not optimised for mobile. To find out if your site is optimised to maximum efficiency, try our Mobile Stress Check below.
MOBILE STRESS CHECK: Pick up your smartphone and go to your website. Ask yourself these questions…
- Does it load in less than 3 seconds?
- Is the content easy to read?
- Does it provide a good user experience?
If you noticed your stress levels increasing as most of the answers to the above questions were ‘no’, then we suggest you sit back and take note.
Optimise images for faster foraging
Customers are not always sat on the most modern desktop (which have the ability to chomp high resolution images), more often than not they are on a mobile device relying on questionable 3G or 4G connections. By optimising your images, you reduce their file size, enabling them to load quicker. Another suggestion, in order to squash the stress of the first question of our test, is to consider the screen size of a mobile device. Although, nowadays some are pretty expansive, having too many images may not be a wise strategy. The mobile device will have to arrange them to fit the screen, and often this means browsers being diagnosed with friction burn of the thumb from excessive scrolling. In reflection, reduce the amount of images and their size for pages to load faster.
Create concise content
Whilst content on a desktop may look worthy of being hung on a wall of a modern art museum, it may be unreadable on a mobile device. Visitors will not stay on your site if they have to pinch, zoom and squint because it’s too small, or flick and scroll to read the end of a sentence. Additionally, by cutting back on the content size so that customer’s aren’t overwhelmed by it, you’re opening the door to impulsive purchases. This should deal with question 2 for you.
The longer a potential customer has to spend finding what it is they’re looking for and then getting it through the checkout, will determine how many successful transactions you receive compared to shopping cart abandonment. To eliminate the stress of question 3, put yourself in the shoes of a shopper to see if you can remove a stage or navigate somewhere with improved smoothness. If you become lost in the experience, imagine how your customers feel? It may take plenty of A/B testing to get this right but it’ll be worthwhile.
Free the form filling frustrations
Filling in forms can be the deciphering factor for a customer, when it comes to a completed transaction. Nobody enjoys it, so you have to ensure you’re assisting your customer’s at every stage. Firstly, forms that do not check for email syntax or highlight missing text or incomplete sections are pointless. Secondly, never, ever, make your visitors rewrite anything more than once. Consider using OAuth for automatic form-filling, especially when billing and shipping information is the same and question 4 is taken care of.
Once you’ve implemented the above changes to your eCommerce shop, the answer to question 5 will almost definitely always be ‘yes’. Despite this, the key to question 5 is often at the final stage of the transaction; customers bail out of their basket because the payment solution causes friction. We suggest using the Sign2pay mobile payment solution for your eCommerce site. This is because you sign your signature on the screen with your finger and you’re done. Simple. Efficient.
eCommerce optimisation on mobile devices is necessary. By making your customer experience smoother and simpler, the less stress they are under. The less stress means that their mind is free of friction, thus creating a positive space for impulse purchasing. Amen.
If you’d like further guidance and assistance, please get in touch with Studioworx either via email (firstname.lastname@example.org), telephone (+44 (0)1482 659362) or the website (https://www.studioworx.co.uk).