Mobile commerce is on the cusp of a revolution. Securing 39.1% growth over 2015, mobile commerce hit a new height of $123.13 billion in 2016. Despite this success, retailers lost 18 billion due to shopping cart abandonment. So there is something rotten in the state of Denmark that needs immediate attention of creative people involved in native or cross-platform app development.
Before we do a post-mortem of the matter, let’s understand what shopping cart abandonment is. This is the decision taken by a digital user being on a website or an app to not to purchase, fill a form, or book an appointment or take other intended actions as intended by the web or app owner. So it marks a disappointing end to the user’s journey across any digital device.
Here is a list of 10 scenarios that discourage mobile shoppers, interrupt his/her sales journey on the app, and kill the conversion prospects.
Poor Navigation and Exploration
#1. When They Don’t See Upfront What They Need or Want
If you miss on showcasing prominent features or buttons relating to them upfront, you are likely to irritate customers. The frustration often pushes them to look for alternatives and that’s something your competitors would love to see.
Likewise, it’s no use of offering discounts or coupons on special occasions, when you can’t brag about them. Make head turns and steals the show by showcasing what users need and what delights them the most. Wait! We are forgetting one vital aspect. Guess? Yes, call to action. Urge them not just to take actions rather take that actions now.
#2. When They Get Stuck in Catch-22
Overlapping or ambiguous labels of menu and categories confuse users and increase the probability of shopping cart abandonment. If remains unchecked, it becomes one of the key reasons of app uninstallation.
Use simple yet distinct dictions while labeling menu items or categories so that users don’t have to follow a trial-and-error method in reaching out to the information they want. Help them find what they need in a quick and easy manner using familiar and distinct terminologies.
#3. When They Don’t Find Way to Go “One Step Back”
Perfection is a chimera. In fact, no one is perfect in the universe. A shopper might wrongly choose a product, enter a wrong billing address or opt for a wrong payment method or anything else, but realizing later he or she would be interested in making the desired correction. Asking him or her to start from the step one will only add to the woes. So provide him or her with an option to go one step back to make the changes and move forward.
#4. When They Find it Difficult to Locate You Locally
Users are often interested in getting services or products delivered to their doorstep or wherever they are. Failing to do so might erode the trust and urge the customers to take refuge in your competitors. Though you might be tracking the user’s location through Google Places API, make sure you empower users to find you wherever they go.
Yes think globally, act locally. This is the proven recipe to build trust in a mobile-dominated world. Allow users to check your presence wherever they are. Guide them with the map and transport options so that they can reach out to you.
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#5. When They Find it Challenging to Transit between Mobile Apps and the Mobile Web
Mobile apps are in a dominant position, but that doesn’t mean the mobile web is dead. An absence of consistency between the mobile app and respective mobile website may irritate the shopper and push him or her to quit your digital store.
Making the transition between native and web content frictionless let users engage with you the way they want. Every mobile operating system, be it Android, iOS or Windows Phone, supports mobile-compliant version of Chrome, Internet Explorer, Firefox, etc. A mobile website built in compliance with the mobile-browser delivers the app-like experience to users. So users don’t find themselves alienated.
Poor In-App Search
#6. Vague Presence of In-App Search
Users often resort to in-app search when they fail locating easily what they need or want. Or they want to quickly something without bothering juggling through upfront menu items or categories. What if the search option is not easily accessible? Certainly, this will exacerbate their frustration and might lead to shopping cart abandonment.
So it’s not just important to create an effective search tool, but also equally important to make it easily visible to users on your home-screen. Make optimum use of the Material Design elements as suggested by the mobile operating system vendor.
- The material theme
- Widgets for cards and lists
- Custom shadows and view clipping
- Vector drawable
- Custom animations
- Widgets for navigation drawers and other components
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#7. No or In-Efficient Search Indexing
Search is the primary thing that everyone does being connected to the Internet. And, this behavior continues or prevails in the mobile app ecosystem as well. Users tend to search information relevant to their need but in a quick and easy manner. If your search tool fails to cope with their expectation, be ready to face the music.
Features like spelling auto-corrections, recognition of root words, predictive text, and suggestions can make your in-app search more powerful. Hence, consider incorporating them. This will add more brownie points to what you do.
#8. Not At All or Not-So-Good Filter Tool
Personalized shopping experience — if you miss catering to this, you are likely to get sidelined in the marketplace competition. Needs, interests, and preferences vary from one customer to another. So here comes the need of a powerful filter tool that helps customers instantly conclude their purchase.
Not just provide a filter option, rather a powerful multidimensional sorting weapon that allows shoppers to find product or service that can best address their need, match their lifestyle, interests, and preferences, and fit into their budget.
#9. No Purchase or Payment History
We do want to keep a track of what we have purchased or how much have we spent. Don’t we? Indeed, everyone does so. So make it utterly simple for shoppers to view their past purchases and payment made.
Categorize the purchase and payment on a weekly, fortnightly or monthly basis. Let users have the flexibility to clear the record.
#10. No Customer Reviews
Customer reviews or word-of-mouth matter a lot to shoppers. It helps them visualize the benefits that the product or service will bring to them, and ultimately in making the purchase decision. So be bold to share the opinions of your existing customers, even if they are not so good. This reflects your authenticity. Remember, customers, take into account positive and negative both and they understand well that there is no person or company on the planet that can satisfy on and all.
Hope you enjoyed reading. Suggest more factors that you think native or cross-platform app developer must take into consideration with a bid to drive engagement and conversion.
(images derived from developer.android.com)
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