When customers purchase products, they expect a smooth and easy-to-navigate checkout process. Mobile payment experience is one of the ways to enhance the checkout process both in-store and online.
What is Mobile Payment?
Mobile payment is the process of completing a purchase on a mobile device such as a smartphone or tablet. It involves entering payment information, selecting shipping options, and confirming the order. The mobile payment experience has been optimized to provide a seamless and user-friendly way for customers to make purchases on their smartphones or devices like Shopify’s POS Go.
Why Do Mobile E-commerce Customers Abandon Their Carts?
Mobile users abandon their carts for several reasons, including confusing checkout processes, excessive data displayed on the screen, and lack of price transparency. Shoppers may also decide not to make a purchase or add items to their carts while browsing without the intent to buy. With conversion rates for e-commerce shoppers in the U.S. generally lower on mobile than on desktop, it is especially important for businesses to optimize the mobile payment process to avoid cart abandonment. Additionally, nearly one-third of internet users in the U.S. purchased products on their mobile devices every week in 2022. If you are an online merchant, optimizing the mobile payment experience can make a significant difference in your profits.
Best Practices for Improving the Mobile Payment Flow
When it comes to mobile payment, the key word is simplicity. Keep things as simple as possible to remove friction between the user and their purchase process. Specifically: Reduce the number of required fields. Remember: mobile devices have limited screen space, and users’ thumbs can get tired. Make your mobile payment flow as simple as possible by eliminating unnecessary fields – for example, use one “full name” field instead of three separate fields for first, middle, and last names. You can also hide less frequently used form fields like “address line 2,” “company,” and “coupon code” behind a link that expands the field only when the customer clicks on it. This removes friction for the average user. Optimize your website design for mobile. Design a simple layout for the checkout page with clear buttons to navigate from one step to the next. Avoid using links that go to other pages, pop-ups, and any distracting information that takes your customers away from the checkout page. Set your mobile payment system to automatically call up the correct keyboard type depending on the specified form field – for example, a keyboard with “@” and “.com” for email address fields and a numeric keypad for phone number fields. Offer guest checkout. Provide a guest checkout option whenever possible, allowing shoppers to check out without having to create an account in your store. Accounts can provide useful data for your business while speeding up the checkout process by saving customer payment information. However, requiring customers to create an account to make a purchase may lead to cart abandonment. In fact, according to research conducted by the Baymard Institute, 24% of American shoppers abandoned their carts because sites wanted them to create an account. Instead, offer account creation as an option at the end of the process. Enable auto-fill or express checkout. Mobile payment processes that require shoppers to enter shipping information increase the likelihood of cart abandonment during checkout. An auto-fill feature like Google Autocomplete can automatically fill in information saved in the shopper’s Google account. Or use an express checkout option like Shop Pay, PayPal, or Apple Pay to save mobile shoppers time by eliminating the need to manually enter credit card and shipping information for each purchase. Provide clear and concise error messages. Use clear visual error indicators, like a red “X” that automatically appears next to incomplete or incorrect fields, and a green checkmark that appears once the information is correct. Avoid forcing your customers to wait until the end of the checkout process to know that they entered their information incorrectly or missed a step. Include a progress indicator. Progress indicators in the mobile payment process can effectively manage your customers’ expectations and guide them through each step of the process. Common steps in a progress indicator include shipping, payment, and confirmation. Ensure your progress indicators are clearly visible in your mobile payment process, ideally near the top of the screen. Test your mobile payment flow. A/B testing, also known as split testing, is the process of comparing two versions of digital assets and selecting the better option based on user behavior. A/B testing your mobile payment flow is one of the best ways to identify issues and refine the flow. Compare different versions of your checkout process until you find the optimal design – the one that leads to the highest conversion rate.
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Common Mobile Payment Mistakes to Avoid
The complex mobile payment process gives your customers more opportunities to abandon their shopping carts. Avoid overloading your mobile customers with unnecessary information that distracts them from the purchase process. Lengthy payment processes can increase cart abandonment. Keep your payment forms simple and intuitive. Multiple payment pages or forms can lead to increased cart abandonment. Consider allowing autofill features to automatically provide information such as shipping addresses and emails to save your mobile customers time from typing information manually. Offer guest checkout whenever possible to prevent customers from struggling to create an account at your store. In fact, according to research conducted by the Baymard Institute, 24% of American shoppers abandoned their carts because sites wanted them to create an account. Instead, offer account creation as an option at the end of the process. Enable autofill or fast checkout. A mobile payment process that requires shoppers to input shipping information increases the likelihood of cart abandonment during checkout. An autofill feature like Google Autocomplete can automatically fill in the information saved in the shopper’s Google account. Alternatively, use fast checkout options like Shop Pay, PayPal, or Apple Pay to save mobile shoppers time by eliminating the need to manually enter credit card and shipping information for each purchase. Provide clear and concise error messages. Use clear visual error indicators, such as a red “X” that automatically appears next to incomplete or incorrect fields and a green checkmark that displays once the information is correct. Avoid forcing your customers to wait until the end of the checkout process to find out that they entered their information incorrectly or missed a step. Include a progress indicator. Progress indicators in the mobile checkout process can effectively manage your customers’ expectations and guide them through the process.
Source: https://www.shopify.com/enterprise/mobile-checkout
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