August 23, 2019
How to Create Easy-Breezy Mobile Ecommerce Checkout?

How to Create Easy-Breezy Mobile Ecommerce Checkout?


A complicated mobile checkout process that
has too many steps is one of the key reasons users abandon it altogether. Today, I’ll show you four things you have
to check off if you want to instill simplicity and ease in your mobile checkout. Hi everyone! My name is Pawel Ogonowski and
I’m the Ecommerce Optimization Guy. In two previous episodes of Bite-size Ecommerce
Optimization I’ve covered two utterly important aspects of effective mobile checkouts: creating
effective forms and building trust. However, you won’t reap full benefits of
these strategies if you don’t make your checkout feel easy-breezy. And how can you achieve that? First, slash the number of steps required
to finish the transaction. Look at Crutchfield. There are only 3 steps in their mobile checkout
process. Why your’s have 6? Cut it by half! However, there is one point to remember! I
wouldn’t recommend single page checkout for mobile devices, as users are used to switching
from one screen to another. It’s easier to go from left to right then
top down on mobile devices. It’s even better if all the information fits into a single
screen on every step without the need for scrolling. Anyway still, it’s better to
have as small number of steps as necessary. Even for the sake of not the actual, but perceived
ease. Second, ever heard of ABC i.e. Always Be Closing?
It’s especially important in the checkout. Even more on mobile where you don’t have
much free real estate because screens are simply small. Mobile checkout is not the place to put your
up-sells and cross-sells. Nor is it a place for a full menu. Get rid of all the unnecessary information
just like Simply Hike does. Get rid of a full menu and just leave your logo and show the
progress indicator. You may even try getting rid of it all just
like Zappos does, however, I would heavily encourage you to test that. Simplify your footer and open additional information
in the form of toplayers that imitate new screens instead of redirecting users to a
new page. All these steps will help you save tons of
real estate on mobile screens. There is nothing worse in a mobile checkout than having to
scroll through a header to reach vital information on every step. Third, make crucial elements as easy to tap
as possible. What is more, place them strategically. Scott Hurff created a Thumb Zone map that
shows you where you should avoid placing your crucial elements as they are tough to tap. What is more, remember that around 30% of
the time users operate the mobile device with their left hand rather than the right hand. While left-handers constitute only around 10% of the population, which hand do you use
for your smartphone when you drink a coffee or eat a donut? How to put this theory in practice?  Avoid
placing elements which you want users to tap in the upper part of the screen. Make all
tappable elements like buttons or form fields screen-wide and for God’s sake do not force
a user to tap exactly on that checkbox when subscribing to the newsletter or agreeing
to the terms and conditions — make the whole piece tappable. Fourth, enable guest checkout and place it
strategically as one of the first options on the checkout. Unless 90% of your users
are returning shoppers. You may be smart about it just like MATCHESFASHION.COM is
and ask for an email address before a user proceed to be able to recover abandoned carts. Ok, let’s sum it up. How can you simplify
your mobile checkout process so that it felt easy-breezy: One, slash the number of steps required to
finish the transaction. Two, minimize the header and the footer. Get
rid of the full menu and open additional information on toplayers that look like screens. Three, make crucial elements as easy to tap
as possible. Don’t place them where it’s hard to tap them and make them screen-wide. Four, enable guest checkout and place it as
the first of available options. And finally: Test every single change before
you finally implement it. Ok, folks, that’s all for today! Have a great
day and see you in the next episode of Bite-size Ecommerce Optimization! Ta-ta! As they say — „Less is More”! Did you
know that it’s a proverbial phrase from the 19th century? It’s usually associated
with the architect and furniture designer Ludwig Mies Van Der Rohe. I don’t know if
I got that one right. This guy was one of the founders of modern architecture and a
proponent of simplicity of style. But in fact, “Less is more” is first found in print in
a poem by Robert Browning from 1855. Or at least that’s what I’ve read. Hope it’s not
fake news.

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