3. Focus on the Mobile Experience
Mobile commerce is predicted to keep rising as more people use their phones to shop. This trend makes sense, considering the extraordinary speed with which smartphones are advancing technologically. In fact, 65% of digital retail traffic comes from people browsing on their phones, but sales via mobile still lag behind desktop, according to The Drum. This suggests that digital retailers still have work to do to make the mobile experience as appealing as the experience on other devices.
To make the mobile digital shopping experience more attractive to customers, retailers can focus on enhancing intuitiveness, simplifying the overall customer journey at every touch point, and decreasing the time it takes to complete a transaction, from the start of browsing through to payment.
4. Eliminate Reasons to Abandon Cart
According to an average score calculated from 41 individual reports, just under 70% of all digital shopping carts are abandoned. While customers abandon their carts for perfectly good reasons, including wanting to get an idea of cost or simple curiosity, many do it because of issues during the customer journey. These issues can include:
Slow website load times
Too many or too few options (for instance, from drop-down menus)
A need to register with the retailer's website
Website not optimised for mobile
Website errors and/or crashes
Retailers can improve their cart abandonment rates by ensuring that their website uptime, speed, and overall functional reliability are stellar and that the customer experience is as smooth, enjoyable, and efficient as possible. When focusing on cart abandonment, it's essential to implement measures across the desktop, tablet, and mobile device customer journeys.
5. Make the Checkout Process a Breeze
Along with cart abandonment, digital retailers have to contend with checkout abandonment. And yes, they're two different (albeit related) areas. Checkout abandonment refers to when customers elect not to proceed with the transaction when they're at the final step, payment. Customers may forgo checking out for a few reasons, including:
- A lack of trust in the retailer regarding the customer's data
Too many sections to complete
Lack of clarity over the final price and how it has been reached
Additional fees, including a processing fee, delivery fee, and taxes
A lack of an on-brand page design that adds to the overall shopping experience
Digital retailers can improve their checkout abandonment rates by reducing the number of mandatory fields to as few as necessary to complete the transaction and including an autofill option. They can also offer a range of payment options, including PayPal; make the fee breakdown clear and easy to understand; and optimise the process for mobile.
Delivering the Ultimate Digital Shopping Experience
By implementing these five tried-and-tested points of action, retailers can take their digital shopping experience for customers to a whole new level. These tips can combine to form a robust strategy to drive down online abandonment rates and improve conversion across all devices. As customers increasingly migrate to shopping online, it will be the retailers who invest wisely in their entire digital customer journey who will likely be best positioned to thrive.