As most retailers are aware, we are now seeing mobile conversion catch up with, if not exceed, other devices. As technology advances, it is even more crucial that retailers invest in a seamless mobile and multichannel experience so that they are not left behind.
In our newly released 2019 Mobile Retail Report, we have seen a number of trends in how retailers approach mobile. Many of the criteria we benchmarked in our inaugural report are now seen as basic features. However, it is interesting to see that whilst the majority of retailers are embracing the fundamentals of mobile UX, there are still many missing out on core functionality that can give their conversion rates a boost.
Using data from our 2019 Mobile Retail Report, we have identified six mobile UX basics you can implement on-site to see an uplift in your conversion rate.
#1 – Intuitive product zoom
Clear product photography is key. Alongside investing in product imagery and video, you should also take advantage of intuitive product zoom to make sure that visitors can take a closer look at their potential purchase on mobile.
Pinch and double tap gestures are the norm on mobile and so your site should account for these gestures on certain devices. 72% of retailers now have intuitive zoom on mobile, according to our 2019 Mobile Retail Report, so those not taking advantage of the technology will quickly lose out.
If your site relies on +/- zoom buttons or relies on the built-in intuitive site zoom on mobile devices (that zooms the whole site, not just the product imagery), then your mobile experience may not meet customer expectations and your conversion rate could suffer.
#2 – Faceted navigation
A quick and easy process for navigation, browsing and search can improve your conversion rate by ensuring that customers find the products they desire without any barriers. A faceted navigation is one element of a streamlined and efficient collection or listing page that can support your customers in finding the right product for them as quickly as possible.
Customers expect to be able to select multiple refinements, such as more than one colour, size or type, to view only the products relevant to them. This can easily improve conversion rate through an improved mobile customer experience.
Our 2019 Mobile Retail Report found that 82% of retailers use faceted navigation, an increase from 79% in 2017. This is strengthened with 64% of retailers allowing for the selection of multiple refinements without the page reloading.
#3 – Input-specific keyboards
When on mobile, there are a number of minor changes you can make to your customer experience to boost your conversion rate, including input-specific keyboards.
If you ask a customer for a phone number, you should present them with the number-specific keyboard and if you ask a customer for an email address, you should present them the email-specific keyboard. This minor update can reduce the number of steps your customers need in order to make a purchase and as a result, will improve your overall customer experience.
As seen in our 2019 Mobile Retail Report, 81% of retailers utilise the email-specific keyboard, 74% of retailers utilise the number-specific keyboard and 68% use both. Whilst email-specific keyboards are quickly becoming almost universal, number-specific keyboards and the combination of both are trailing behind.
#4 – Persistent carts
When it comes to multichannel, investing in a fantastic mobile experience is key and this includes persistent cart technology. If a customer is logged in on mobile and adds a product
to their cart, it is important that when they log in on desktop, that the product is still in their cart and they can continue the checkout process seamlessly.
Over 3 out of 4 retailers have persistent cart functionality, with only a handful of
retailers missing out on unrecovered abandoned carts, according to our 2019 Mobile Retail Report.
If a customer has to restart the process of purchasing their product when they would expect the saved product to remain in their basket, they are at a higher risk of dropping out of the process. Your existing customers are high value and so make sure your checkout process is as optimised on mobile for these customers as possible.
#5 – In-store stock check
Similarly, another multichannel feature that is key for a seamless mobile experience is in-store stock check online. Customers browsing your mobile site on-the-go may be using their device as a supplementary browsing tool whilst on their way to, or during, their shop at your physical retail store. As a result, an in-store stock check feature can ensure that they do not waste their journey.
If their desired product is not in stock at their closest store, they can then choose whether to order online for delivery or click and collect at a later date, visit an alternative location or receive an email when back in stock. These options give your customers choice and convenience, as well as information, which are all key elements of a high conversion rate.
However, to implement an in-store stock check feature online, retailers need to invest in their warehouse management systems, inventory management systems and/or a PIM and integrate them will with their ecommerce platform. For retailers locked-in to legacy, monolithic platforms, this can be challenging.
A smooth mobile experience
The top-performing retailers in our 2019 Mobile Retail Report already take advantage of all of the above to create a smooth mobile experience for their customers.
Those who are below customer expectations are usually wedded to legacy platforms built for an era where there was no mobile web, or have an ecommerce site with a separate mobile experience that does not connect with the desktop counterpart. As a result, conversion rates may be low.
However, even with changes in technology, retailers must always bring it back and focus on the two core elements of a strong mobile conversion rate: convenience and customer experience.