Quick and Easy Ways To Improve The Shopping Experience On A Mobile
(3 MINUTE READ)
Have you seen an increase in the amount of mobile traffic your site is receiving but not the same increase in mobile conversions? If your mobile visitors aren’t converting at the same rate as your desktop visitors, try these five quick and easy website updates.
1. Optimise images and banners for smaller screens:
It’s essential that you check your webpages on a mobile each time you add a new image or banner. Imagery could look great on a desktop but be hard to make out on a mobile. Make sure that you are uploading a mobile version of each of your images, cropped to the exact dimensions for its location. If you let your CMS crop your images for you, you could be losing key aspects of the image.
Make sure that any text used on images or banners is large enough to read on a small screen. If you are using any image overlays on the page, e.g. for promotions or landing page links, make sure that these aren’t covering any text or important parts of the image.
To prevent images from slowing down your web pages, use an eCommerce platform that will automatically compress images without reducing their quality too much. Alternatively you can manually save your images with a lower quality to make them as small as possible without altering their appearance.
2. Make sure that your website is easy to navigate
To prevent frustration and reduce mobile bounce rate, make it as simple as possible for customers to find what they are looking for and complete a purchase on your site.
Use descriptive page names in menus so that customers know exactly where each click will take them. The addition of icons can help to make menus more aesthetically pleasing and easier to digest (e.g. see the mobile menu on https://www.hobbycraft.co.uk/).
Limit the number of options presented to customers at any one time. If you stock lots of different product categories, create “nested” subcategories that will only be presented when customers select a master-category. This will help to prevent confusion and allow customers to quickly navigate to their desired product range.
3. Make it easy for customers to contact you
If a customer has a question about a product or an order, don’t make it difficult for them to get in touch with you. Provide a link to your contact information from every page on your website. Easy to access contact information is something often lost on a mobile, especially if displayed in the header on a desktop.
If possible provide several ways for your customers to get in touch with you e.g. telephone, email, post, social, live chat. One customer may wish to talk on the phone where another may prefer to discuss a query over email.
4. Present key content in an easy to digest format
Information that could impact conversion, such as your delivery options and your returns policy, should be kept clear and concise. Remove all waffle and excess copy so that mobile users can quickly find the content they are looking for and continue with their purchase.
On product pages, use clear headings for each delivery service available and only provide key information such as price and timescales. On more in-depth help pages, use a concertina format so that users can quickly locate the relevant section and click to display the content.
5. Reduce the amount of typing required to complete a purchase
Prevent the need for unnecessary touch-screen typing by only requesting the essential information on your checkout forms. If you do ask for any additional information such as telephone number, be clear about why you need to collect it.
Offer virtual wallets such as PayPal, Apple Pay and Amazon Pay that allow customers to checkout with pre-entered delivery and payment information. The fewer clicks they need to make to complete their purchase, the less likely they will be to abandon their baskets and head to a competitor’s site.
Stephanie Fenton, Venditan Limited, https://www.venditan.com/