There has been a lot of research and testing put into making an optimal checkout flow. While there are many useful tips to go about, most of these best practices are for desktops. At this point, there is limited coverage on how to make Express Checkout optimal for mobile buying. Therefore, you need to focus on your mobile eCommerce, as mobile devices now comprise more than 50% traffic of electronic commercial transactions.
Design for Thumb and Touch
Owners of mobile devices typically hold their smartphones in three ways; one-handed, two-handed, and cradled. In all situations, the thumb plays a vital role in the touchscreen interaction experience. When it comes to the online checkout, it will be sensible to place the essential elements of your page in areas of the screen that are within easy reach of the thumb.
Break up Long Mobile Checkout Pages
Text input and typing on mobile devices can be challenging to the user experience. In general, typing on mobile touch screens tend to be slower than typing on keyboards for desktops. Also, when typing on touch screens, the keypad takes up half the screen area. For this reason, limit the text input for users on your Express Checkout page.
Avoid using long pages, and instead, break up the forms for checkout pages into several ones. Make sure the Next button is visible. Moreover, visitors should not be intimidated by the progress indicator as they advance to the input entry requirements.
Smooth and Fast Transition through Every Step
The majority of mobile users expect their devices to load faster than on desktops or laptops, which is a big deal even for 2 seconds. Here are some tips to help increase the speed of your mobile checkout:
- A content delivery network should host essential graphics like your icons or logo. Remove any intense graphic items, for example, carousels.
- To increase latency, utilize Google page speed.
- Take out third party or social media scripts that are not necessary on your checkout page.
Use Light Gradient Buttons
Buttons are your Call to Action during checkout. It is more effective to use a single colored button for the crucial actions on your checkout page. For buttons with lower priority (for example, Continue Shopping or Back buttons), you can use a lighter color like grey.
Make your CTA buttons enticing to press or tap by adding a subtle gradient. Also, if you use a change in gradient shade on your buttons can make the UX more realistic.
An online shopper usually takes a few visits to a specific eCommerce using different devices before finally making a purchase. So, shoppers could browse their laptops at home but commit to buying on their tablets or smartphones. This is where persistent checkouts are beneficial in addressing this concern.
So, consider using a persistent cart solution in combination with a timely triggered messaging. As a result, it can minimize cart abandonment significantly. Also, allow your mobile shopping carts to stay for more than 30 days, encouraging shoppers to return to your site to complete the purchase.
The improvement of your mobile checkout is based on various factors, such as input fields, load times, and easy touchscreen interaction. The goal is to pay attention to how fast the shoppers can progress through the checkout page and how to make the experience frictionless.