Maximising Mobile Sales: 5 Ways to Enhance ✨ Your Checkout Experience
In 2023, 69% of UK online purchases were completed on smartphones, according to a survey by Statista . They also predict that M-Commerce revenue will continue to grow YoY to exceed $3 trillion by 2028. As a growing number of consumers become comfortable with in-app and mobile purchases, it’s no surprise that brands are shifting focus to designing mobile-first experiences with seamless checkout flows.
Curating the best mobile checkout experience requires blending functionality with simplified design. Here are some top considerations for streamlining your mobile checkout and examples of brands that do this well.
1. Minimise scrolling
Analysis by Baymard revealed that over 20% of online shoppers in the US abandon their cart because of an overly complicated or long checkout process. Customers want a quick and easy way to navigate through the checkout process on mobile. By reducing their need to scroll, brands not only facilitate a faster checkout experience, they also reduce the risk of information overload. Presenting all relevant information in bite-sized, digestible formats helps the customer focus on completing their purchase without distractions.
Example
What we love
The user is easily able to review/hide their order summary using the "view order details" dropdown
The minimalistic design makes it easy to follow each checkout stage
"Free shipping for members" is spotlighted throughout the process
2. Guide customers through the checkout process
Mobile screens are much smaller than desktop and tablet screens, and brands have the challenge of creating a concise checkout flow that includes all the key information needed to make a purchase. A progress bar is a simple yet effective way to keep customers engaged and guide them confidently through the checkout process. An effective progress bar will show the customer the stages to complete an order, which steps they’ve completed and which steps they’ve got left. According to technology company Convertcart , breaking down the checkout process into no more than 4 stages helps to reduce checkout abandonment.
Example
What we love
The simple progress bar design
There is no clutter or information overload on the checkout pages
Customers can easily review/hide the items in their basket using the drop down feature
3. Add checkout extensibility features
Hosted checkouts like Shopify often have limitations but there are still ways to optimise how the checkout is presented to customers on mobile. For example, brands can use checkout extensibility apps to further customise the checkout process.
By incorporating features such as pre-filled shipping forms for returning users or saving their cart information across devices, brands improve cart abandonment rates and create a more streamlined experience. To maximise sales, brands could also include an upsell page that allows customers to add additional products to their basket during checkout.
Example
What we love
The sleek yet vibrant up-sell page that appears seamlessly during checkout
How easy it is to click through products across different categories without leaving the checkout flow
The ability to select the quantity of additional products you wish to add
4. Edit orders in-cart
Mobile shoppers often shop on-the-go and need a simple, convenient experience. Giving them the flexibility to adjust aspects of their order, such as quantity, size or even colour, within the cart itself can help to reduce cart abandonment and provide a smoother experience that leads to higher customer satisfaction and conversion.
Example
What we love
A clear and concise order summary
The subtle yet clear “Edit” button that doesn’t interrupt the user experience
The ability to easily change colour, size and quantity of products in the basket
5. Offer a “Guest Checkout” option
Guest checkout allows customers to make a purchase without creating an account. There are various reasons why they might opt for this option. New customers may want to get to know your brand and products better before committing to creating an account, some may not have time to fill in their details and others may have forgotten their login details.
A recent survey by analytics software company Hotjar revealed that 24% of online shoppers abandon purchases if they have to create an account. Giving the customer the control to choose how they shop encourages repeat orders and grows conversion rates. Offering the option to checkout as a guest unblocks their path to purchase and offers them a smoother experience that may encourage them to create an account the next time they visit your site.
Example
What we love
Both checkout options are clearly described
Minimal customer input is required to place an order
The button to “check out securely” offers customers peace of mind
According to a report by OptiMonk , the average cart abandonment rate on mobile is almost 70%, which is higher than both desktop and tablet. It’s easy to forget about the checkout experience when looking at store optimisations. However, this is where you can achieve a high impact from marginal gains. A small percentage improvement in checkout abandonment can mean a large improvement in revenue generation and marketing performance over time.
Customers who primarily shop on mobile expect a more simplified and concise experience that allows them to shop with ease. Combining these simple mobile optimisations can help brands deliver a frictionless checkout experience that encourages brand loyalty and increases conversion rates. As mobile commerce grows, it’s an exciting space for brands to continue to find innovative and impactful techniques to not only meet the expectations of their mobile customers but also exceed them.