6 Essential Mobile First Features For Your eCommerce Site

Written by
Steph Fenton
Published on
25/4/2019
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mCommerce sales account for 43.3% of all UK retail ecommerce sales.

– The London Economic

Mobile commerce is growing at a rapid rate – according to eMarketer, mobile now accounts for almost 60% of total global eCommerce sales.

New functionality, such as e-wallets, and optimised eCommerce sites mean that users no longer need to move onto a desktop or tablet device to complete their purchase.

Worldpay have predicted that UK mobile commerce sales will nearly double by 2022. So how can retailers optimise their eCommerce sites for mobile conversions?

1. Sticky navigation for key actions

Having a fixed header across your eCommerce site is now seen as key to providing a mobile-friendly navigation however not many sites are utilising this functionality at other stages of the buying journey. Adding sticky navigation to other shopping pages will ensure that key calls-to-action are always visible, no matter where the user is on the page. This is especially useful for long pages where the user would normally need to scroll up or down to continue their journey.

Fix the following CTAs to prevent needless scrolling and streamline your customer’s journey:

  • Sort and filter functionality on listing pages
  • Size selector and “Add to Basket” button on product pages
  • “Checkout” button on the basket page

2. Smart site search

Make it easy for mobile users to find what they are looking for without having to rely too heavily on typing in the correct phrase. Upgrade your site search feature to autocomplete partially types phrases, correct misspellings and suggest search terms. Guide users of large eCommerce sites to better search results by suggesting results within specific categories.

3. User friendly filters

Provide optimised filters to make it easy for users to narrow results. It is widely understood that poor filter functionality is a common cause of high bounce rate on product listing pages. Before the user selects a filter, let them know how many results they can expect in brackets. This will prevent frustration when the user lands on a page with more or less results than they expected.

Once filters have been applied, display them at the top of the page to provide users with confirmation that they’ve selected the correct option. You should also make it easy for users to deselect filters directly from the results page.

4. Clear, upfront product information

Display available colour and size information on listing pages to prevent pogo-sticking. For high-spec products use a single-file list view rather than a grid so that more information can be displayed without the page looking cluttered.

Make product detail pages easier for users to navigate by separating information out into collapsed sections. Be clear when naming sections so that users know what to expect when they click through e.g. description, product specifications, customer reviews, care instructions, delivery and returns, accessories.

5. In-store product availability

Let the customer shop on their terms by providing the option to check stock levels at their local store. The customer may not want to wait for delivery or may want to physically see the product before buying it. If possible, offer reserve and collect to give the customer reassurance that they won’t be wasting a journey.

6. A hassle free checkout process

Make the checkout process as seamless as possible with minimal form entry and clear error messaging.

Only request essential information required for you to process the user’s order. Disable autocorrect on checkout fields to prevent the user’s phone from incorrectly updating name and address information. When requesting dates, telephone numbers and email addresses make sure that you are offering the correct mobile keyboards. If the user makes a mistake, preserve the information they’ve entered rather than clearing the form.

When offering the user multiple delivery options, calculate and display the estimated delivery dates rather than how long each service takes. This will make it clear to users when they will receive their order without them having to work it out for themselves.

Prevent checkout abandonment by offering alternative payment methods. E-wallets, such as Apple Pay, Amazon Pay and Alipay, allow customers to complete payment without the disruption of finding and entering their physical card details.

Final thoughts

Follow our guide and you'll be well on your way to delighting your mobile customers with responsive, optimised development. If you need some help with a project, contact us today.

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