This year we surveyed thousands of U.S. consumers, and one thing was abundantly clear. Mobile shopping is on the rise.
The problem is a majority of mobile sites don’t deliver an optimized shopping experience. The Mobile E-Commerce UX performance for the average top-grossing US and European e-commerce site is just “mediocre”.
Slow loading speeds, too small text, horizontal scrolling—seemingly small things can make or break a customer’s decision to buy.
But arguably, one of the most significant barriers to completing mobile purchases is a poor digital payment experience.
In this article, we’ll break down the details behind the mobile shopping movement as well as everything you need to know about optimizing your site for digital payments.
The umbrella term digital payments refer to transactions that are conducted over the internet and mobile channels.
Some of the most popular digital devices used for payment include cell phones, computers, PayPal, Venmo, and more.
Digital payment methods are the backbone of e-commerce, and for good reason.
There are many benefits of digital payments that benefit both you and your customers.
Without reliance on traditional banking hours, digital payments can be quickly made anytime, anywhere in the world. You can also avoid the high processing costs that come with shopping in person.
With traditional commerce, a business has to pay a processing fee for each credit card transaction. Online however, you’ll pay a fixed rate to your service provider which can wind up saving you loads of money if you’re dealing with a high volume of orders.
Thanks to the advancements in traceability and digital security, corruption and theft rates are also declining.
There are multiple ways to secure your payments such as tokenization, encryption, SSL, and more. On sites like Shopify, your customers can even save their card details or complete their transactions by using a One Time Password.
In a recent study, it was revealed that the government has saved almost $14 billion in social protection payments since adopting digital payment portals.
Digital payments also help reduce accessibility gaps moving the needle forward towards the direction of financial inclusion across genders, races, and socioeconomic statuses.
As an e-commerce shop, speed, transparency, and accessibility are all hugely important. So, how can you improve your mobile shopping experience with digital payment best practice?
It’s simpler than you might think.
Ensuring a smooth mobile checkout experience is relatively simple. The goal is to keep these three things in mind:
Here are a few concrete things you can do to give your site the full package.
Apple and Android have guidelines available that provide best practice for their respective interfaces. Refer to their developer guidelines to make sure your site appears as clear and user-friendly as possible on each device.
To ensure consumer safety, be sure you’re going with a trusted payment provider. You’ll want to find one that’s compatible with all major credit cards, fast fund transfer speeds (usually 1-3 days), and a variety of devices (especially Apple and Android).
To provide top-tier security, you’ll want to make sure your site is PCI-DSS compliant. This means you’ll need to include a firewall, data encryption, anti-virus software, and any other added security measures you see fit.
It’s also a good idea to require address verification and card code verification (CCV) for each transaction, even if data is auto-filled.
Not only is this customer-preferred, but a failure to maintain minimum security standards can result in fines from credit card issuers.
To accommodate the growing use of mobile wallets such as PayPal and Apple Pay, be sure you give users the option to checkout through a variety of payment options.
With a smaller screen, mobile checkout pages cluttered with popups and distractions can be a hassle. You’ll want to make sure you remove navigational links that divert from the mobile checkout fields as well as any forms or pop-ups that might get in the way.
Keep the number of form fields as low as possible and consider adding touch-friendly elements, like type-ahead addresses to help save time. Lastly, try to incorporate high-contrast designs to accommodate pages viewed in bright sunlight.
As a final note of best practice, we encourage you to add SMS to your checkout experience.
That way you can share exclusive offers and alerts to customers in the future. All they have to do is click on the link in their messages and checkout!
If your customers are already shopping on their phones, why not meet them where they are through text to order?
While trust in mobile commerce is growing, it’s still crucial that your store does as much as possible to make the shopping experience smooth.
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