When you are running a business, the most important thing that you can focus on is the experience your customers have while purchasing your products and services. With smartphones and tablets becoming a more popular way for sales transactions to take place, it is important that your mobile website is just as easy to use and navigate as your traditional site. Your customers should view your mobile website as an open book, making it very easy for them to find out whatever they need to know before and even after a purchase has been made. If your website currently doesn’t meet this standard, there is no need to panic. You can achieve this goal by checking to make sure that five core elements are in place and easy to find within your site.
As is the case with any sales environment, traditional or online, you need to make it as easy as possible for customers to get from Point A to Point Z in a relatively short period of time. Spending too much time at any point in the shopping process can easily lead to a decrease of interest and an increase in the chances of abandonment. Making sure that your call-to-action buttons, such as “Add to Cart” and “Checkout,” are easy to find plays a much bigger role in achieving this goal than you might realize.
A Progress Indicator
Even though they might not be staring at the clock as they shop through your website, your customers desire and expect a fast transaction. Keep in mind that they will already have to spend a considerable amount of time hunting for the actual product they want to purchase in the first place.
Once that discovery has been made, their threshold for patience goes out the window and the need for instant gratification becomes clear. This is why including some type of progress indicator to allow them to see just how much further they have to go in order to reach the finish line of your checkout page can go a long way toward satisfying your customers’ needs.
Company Contact Information
It would be in your best interests to not underestimate the value of providing your contact information. Just because you might have this information reflected within your standard website doesn’t mean you should avoid including it within your mobile website and shopping cart application as well. Your customers will still want to be reassured of the fact they can contact you freely with any questions or concerns they may have without necessarily being forced to use a “Contact Us” form. You can actually lose a substantial number of potential sales simply because you failed to make this information readily available within your site.
Calculated Shipping Costs and Associated Expenses
One of the biggest reasons why online consumers abandon their shopping carts is shipping costs. Even if the shipping costs are reasonable and competitive, failing to clearly make these figures available to your customers upfront can backfire on you in a big way. Close to 20 percent of interested customers ready to make a purchase abandon online shopping carts simply because of shipping costs and other related expenses not being mentioned clearly upfront, according to Savvy Panda. While it is important to capture the attention of your customers with competitive sales prices, you can quickly lose their attention by not shining a spotlight on applicable shipping costs as well.
Security, Security and Security
A major concern customers have when it comes to processing online payments in general is security, especially with the increasing number of cybercrimes and identity thefts each year. This is one of the biggest reasons why there are still a lot of consumers who refuse to use the Internet to make a purchase at all, regardless of the time and money savings available by doing so. Make sure that your customers feel safe and secure when using your mobile shopping cart by adding such icons and graphics as major credit card logos and security seals within the chosen design and overall layout.
Creating an environment that makes it easy for your customers to purchase products and services from you is in your best interest. Make shopping with your company an easy and pleasant experience for your customers will go a long way when it comes to increasing your business. A happy customer will refer your business to friends and family, increasing traffic to your site and turning more visitors into loyal customers. When it comes to your customers everything that they do on your site matters, make it easy for them to purchase your products and get the assistance they may need, and they will continue to come back for more.