Mobile ecommerce has been growing steadily year on year. Worldwide, it’s expected to represent 72.9% of all ecommerce sales in 2021, reaching 3.56 trillion US dollars. With nearly three-quarters of your customers preferring their mobile devices, improving your mobile ecommerce conversions is an area worthy of attention.
Here are some tips to help you optimise your mobile experience and enhance your ecommerce strategy so that more of your users convert, increasing your revenue.
Optimise Your Site for Mobile
First things first, your website needs to be compatible for use with mobiles. Modern themes have responsive design options that allow you to show certain parts of a website depending on the screen being used. That means deciding perhaps not to show the more complex aspects of your site. Tweaking these features is a priority, so that you make it simple for your users to quickly navigate your site, and to search for and find what they want. By removing any distractions from your mobile site, you keep them focused. Mobile users are often busy multi-tasking, so your aim should be to keep their attention by delivering an experience that lets them do what they came for as quickly and easily as possible.
Reconsider the Placement of Your Buy Buttons
Scrolling on a small screen is difficult and once your customer has decided to buy, it’s key that the “buy now” or “add to cart” button is readily accessible to them. But you don’t want to pepper your sales copy with too many intrusive buttons, so you need to be sure you have it in the right place.
Here’s where a sticky button can be useful. Having it pop up after a certain amount of scrolling, or perhaps stay put once the user reaches it, ensures that your call to action is always visible. It acts as a reminder to buy, without the user having to scroll back up the page – or down to the end – to find it.
Be Mindful of the Gutenberg Diagram
Since the 1950s, it has been known that readers scan a printed page starting at the top left, then follow a zigzag pattern downwards until they finish at the bottom right. The proponent of this theory – known as the Gutenberg diagram – was a newspaper consultant and designer. His theory has since been applied to both print design and advert design – and it works with website and mobile commerce user experience too.
You can capitalise on the principle with the placement of your buttons. If you want users to take action after scanning or reading your page, place your buttons at the end of text. If you have two calls to action side by side – perhaps “add to wish list” alongside a buy button – then placing the buy button at the bottom right puts it where the user’s gaze ends up. This makes it faster for them to find that button, because they end on it, and they don’t have to go back to it.
Equally, if you use larger buttons stacked on top of each other, the final button should be your primary call to action – your buy button – as it again speeds up the user when it comes to locating your most important button.
Use Colour and Size to Attract Attention
It’s standard design practice to highlight your buttons with colour to make them stand out. Where you have more than one button that a user can choose from, though, you want your primary button to use the highlight colour and the other button to be less prominent. In this way, the buttons don’t compete for the user’s attention and your primary goal – for the visitor to buy – is the more attractive option.
Sometimes you might have three buttons on a product page. Perhaps you have an add to wish list button, one to customise the purchase or select a size, and then the buy or add to cart button. With three competing buttons, you can again use colour to make your primary buy button the most prominent. But you can also use size by making it larger than the others. This gives it greater visual prominence and the perceived hierarchy of buttons makes it appear the most important.
Maximise Information and Imagery
Have you ever been to a website with just one product image, which when you tap to enlarge it, actually reduces in size? If you want to see it in more detail, or from another angle, then you are out of luck. You need to provide your prospective customers with as much information as possible. This includes the dimensions and other intrinsic product information, of course. But you should also provide plenty of images, which can be zoomed into for closer inspection.
Depending on the products you sell, 360-degree images might be helpful too, allowing your users to swipe to see your product from several perspectives. When users have all the information they need, it makes the buying decision much easier and leads to better conversion rates.
Increasing how much your users spend with you is a significant driver of sales income. Employing methods that suggest other products to your users, based on their browsing history or on what they have selected to place in their basket can help add incremental sales.
Some items could naturally go with others, such as batteries for electrical items, or stamps with stationery products. You can use the “others also purchased” approach to suggest products that other customers showed interest in when they looked at that product. And fashion retailers can use features to recommend additional garments that complete a whole outfit or suggest footwear or accessories that would complement a look.
Guide Your Users
No self-respecting shop assistant would ignore a visitor. Instead, it’s common in retail that they will approach visitors and ask if they need help. Guiding visitors like this can also be employed in your mobile ecommerce shop.
If your customer is looking at a product page, but could be helped by reading the reviews, checking the sizing options or scrutinising an in-depth specification, then you don’t want them to leave the page. Having tabs or slide-in features that readily provide the information keeps your visitors on the page and guides them through the sales process, allowing them to review all the key information before buying.
NetSuite SuiteCommerce is an ecommerce solution that unifies with your back-end systems. It allows you to deliver compelling mobile user experiences and to provide your prospects with personalised, unique interactions. For more information or a free business consultation, book an appointment now or contact us. Our ecommerce consultants can help you design the best mobile webstore to boost conversions and increase your revenue.