Cart abandonment is an eternal battle in e-commerce, which has intensified with the advent of mobile shopping. With 51% of online shoppers now shopping on their mobile, the need for a seamless, mobile-friendly checkout process is becoming increasingly important. Additionally, these devices are set to grow from 31% of total website traffic in Q1 2015 to nearly 59% in Q2 2022 (source: Statista). So how do you optimize your mobile payments? And above all, how to reduce mobile shopping cart abandonment?
Unlike the desktop user experience with variable and expansive screen sizes, multiple tabs, and a massive shopping experience, the mobile user is quite limited. Smartphone screens have a limited amount of items to display, so what you see during checkout should be minimal to eliminate distractions. Since the goal is to get the user to complete a purchase, don’t add items that will drive them away from the shopping cart. This would avoid adding it to the 51% of French people who fill their shopping carts.
Offer multiple payment options
As more and more people shop on their phones, it’s important that your e-commerce site provides a variety of options for mobile shoppers. They are often looking for a quick and convenient way to make purchases. Therefore, offering credit and debit card payment options combined with digital wallets like PayPal will allow you to cover most transactions. The more payment methods you have, the more your customers will be able to pay through your online store.
There are many ways to make mobile customers feel secure. Many sites now use the padlock icon, which is an Internet shortcut for the site that keeps your information encrypted at all times. Others use distinct security symbols, such as a logo, to show customers that their servers can trust your site.
show total price
Since unexpected costs and fees are a major driver of cart abandonment during mobile checkout, transparently displaying your product costs and fees up front can help your users stay informed and feel more confident about the final cost in their basket. Don’t get upset.
Offer a payment method for guests
Buyers often don’t want to go through the account creation process every time they buy something online. In fact, 28% of shoppers said they skipped a checkout in the past three months because the site required them to create an account (source: Baymard).
But just offering guest checkout isn’t enough, it’s also important to know how that guest checkout is displayed. More than 60% of mobile shoppers reported difficulty identifying and selecting guest checkout from other options available, including login and account creation for loyal customers. So the trick is to put the guest cart first, so it’s not confused with anything else, and new and returning shoppers feel welcome to use it.
bring out payment button
The last thing you want is shoppers with full carts leaving your site because they can’t find the checkout button! But this doesn’t mean adding a payment button with bright colors and a shiny 90s background, just that it should be prominently displayed.
You can for example:
- Use contrasting brand colors;
- Enter floating payment button;
- Make the shopping cart button visible at the top of the page at all times.
Most importantly, keep the checkout button visible at all times to prevent shoppers from endlessly scrolling to find it, or at least stick it to the top or bottom of the screen.
Let buyers use Google or social media
You can also give buyers the option of paying using their social profile or Google account. This makes it easy for them to come back and view their past purchases without having to fill out multiple forms.
It’s also great for you, as you’ll be able to remarket through social ads to customers who have provided you with their information on social media and personalize their experience based on their general shopping habits.
While this may sound like a good idea, having excessive pop-ups as part of your checkout flow can distract users and make the experience, especially on mobile, cluttered and slow.
Remember that not all of your mobile visitors will be using the latest and greatest smartphone to make a purchase. While newer cell phones with more processing power and 5G networks can make pop-up checkout super easy, older, slower phones can slow everything down, adding unnecessary time to the checkout process. So it’s best to avoid using pop-ups on mobile to keep the experience streamlined.