Why Your Site Needs to Be Optimized for Checkout, Not Solely Responsive Design

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Why Your Site Needs to Be Optimized for Checkout, Not Solely Responsive Design

It’s hard to believe, but you’re most likely already thinking of the holiday season. The whimsical store displays are going up, Starbucks has officially kicked off the renowned ‘pumpkin spice season’, and you’re already adding people to your nice and naughty lists. Tis the season.

There is a ton you’ve got to do to end the year with a big bang, but your time is limited. Where should you start? In our last post, we gave you a few practical ways to prepare your holiday marketing campaigns to get your creative wheels turning. But what about your website?

If you’re an eCommerce store, or sell products online, then there are two absolutely crucial data sets you need to consider. Shopify recently released some insightful data that could help guide your online revenues into soaring successes:

Mobile Browsing Doesn’t Necessarily Equate to Revenues

You’re probably well aware by now that most everyone is using their mobile device on a daily basis. (Hellooo, how else would we tell the world what we’re eating for lunch?) In fact, according to Pew Research Center, the average American household has four connected devices.

But the interesting find isn’t that people are on their phones. It’s that they’re still not buying on their phones. Data released from Wolfgang Digital revealed that mobile accounts for a mere 38% of revenue, despite for mobile accounting for 58% of browsing sessions.

So why are people browsing using their mobile device, but not converting? What gives? eMarketer chalks it up to the fact ‘people just prefer a PC’, alongside concerns like privacy and security concerns, and difficulty to use.

With pushes to design websites more responsively, and the increase in mobile device use, you’d expect for this trend to invert, right? However, in 2017, online holiday shopping data not only didn’t follow expectations, it reinforced the notion that people prefer to browse using their smartphones, and buy using a desktop. In fact, 56% of browsing took place on a mobile device, but people turned to desktop when it came time to purchase.

Here’s the data provided by Adobe Digital Insights:

Mobile Shopping Trends Adobe Insights

Make it Easy to Checkout on Their Mobile Phones

So what makes a customer purchase using a mobile device? How can you convert mobile browsing users into customers immediately?

There have been so many conversations around designing your website to display properly on mobile devices, or ‘responsive’ design. But perhaps we’ve been so focused on the design of the website of the interface, that we neglect one of the most crucial eCommerce elements: the checkout.

In the following example, we take a look at MVMT, an online watch retailer’s checkout:

MVMT Shopping Cart Example

MVMT allows users to checkout using their account for a streamlined checkout process, create an account for next time, and offers up a quick and easy path to checkout, along with multiple ways to pay.

Dynamic checkouts can offer up a more convenient way to checkout, with a more personalized experience to the shopper. In the example below, you can see how MMA Warehouse uses this approach by using a ‘Buy Now’ button immediately below the ‘Add to Cart’ option on all their product pages. It provides a clear path to checkout.

Once a customer has selected their preferred payment method, whether that’s ApplePay, PayPal, or Amazon Pay – your website’s backend remembers their choice and automatically presents their choice on all future visits.

ecommerce shopping trends online

As mobile shopping continues to grow, businesses must provide a seamless experience across every single touchpoint of a consumer’s shopping journey. It needs to feel natural. It needs to be easy.  

If you need some help optimizing your site for the upcoming holiday shopping season, give us a call or fill out the contact form! We’re happy to help you out!

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