How to Create the World’s Easiest Mobile Checkout Experience
Cart abandonment is a perennial battle in e-commerce.
But since the advent of mobile shopping, the battle has become more complicated.
The sad truth is this:
Mobile shoppers are more likely to abandon their carts than tablet or desktop shoppers.
We’ll get to the why in just a minute. More importantly, we’ll also tackle the how to solve it issue.
But first, take a look at the problem we’re facing.
This image shows completion rates by device:
Mobile has the lowest completion rate of all three devices.
In other words, when it comes to mobile ecommerce, shoppers are having a harder time converting.
And a lot of it boils down to one main thing: the mobile checkout experience.
Why mobile users abandon their carts
In a study by eWeek and conducted by Harris Interactive, data revealed that mobile users ranked purchase uncertainty as the biggest cause for abandoning a transaction.
Following that some of the top reasons included:
- Usability issues
- Account registration requirements
- Slow loading times
- Complex checkout page processes
- Payment security concerns
Among those respondents, around 34% who admit to abandoning a transaction say they never return to complete the purchase.
Compare that to the top reasons for cart abandonment shared by EYStudios overall (both mobile and desktop).
So how do you reduce mobile cart abandonment?
There are some recurring issues in the checkout experiences seen above that must be addressed, especially with mobile.
You need to streamline a linear mobile checkout experience that makes it incredibly easy to move your customers from the shopping experience to the end of the checkout as efficiently as possible.
Here’s how to get that done.