Your mobile shopping cart abandonment rate, or the number of times people stock up their shopping cart on their mobile device and then click off a potential sale, is a number you want to keep low. Having it high means that mobile shoppers aren’t entirely convinced they want to buy your product and change their minds right when you need them to click “pay” instead.
This little statistic is incredibly frustrating for sellers with their own webstores and one that Amazon third party merchants and FBA sellers will not be accustomed to—Amazon’s mobile apps do everything they can to lower abandonment rates, making the sales process on a mobile device as simple as it can be—so what can you learn from Jeff and his companions?
Your Sites Don’t Look the Same or the Last Page is Distracting
Let’s look at a restaurant analogy for a second. Imagine a party of four walk in — the maître ‘d’s goal is to get them seated as fast as possible and give them menus right away. Once they get their menus, they’re set; the chances of them walking out because of a long wait is a lot lower than when they first walked in.
And let’s say they order appetizers. The kitchen staff can take a bit of time with this because the people at the table know their food is coming, and the same goes for the main course. But once the table orders dessert, the kitchen staff have to hustle for two reasons:
- Dessert doesn’t take nearly as much time to prepare and put out as an appetizer or main course
- The restaurant wants to get that table their cheque so they can turn it over and have it ready for another paying party
In this way, you want to be just like the restaurant when it comes to your mobile cart checkout page. Get buyers onto your site right away, give them time to linger while they’re there, and then speed up the process right at the end. And the easiest way to do this is to design a checkout page that’s clean, both visually and functionally. The key is to give them dessert before they have a chance to change their mind.
You Include a Forced Signup Form
Recently, I was checking out zoom lenses for my camera and had about eight tabs open, switching back and forth to compare the details. One store had a decent price and the lens was stocked at three different stores, and there was an option to reserve it at the store. Thinking that might not be such a bad idea just on the off chance a horde of photographers stormed in, all of them set on an Olympus M.Zuiko lens, I clicked the button.
It was a mistake.
The store asked me for my name, which I thought was fine, but then it asked me to create a signup, too. I clicked off that site and just decided to take my chances, which worked out, by the way. By implementing the same concept on your mobile cart page, you risk doing the same. People are hesitant to sign up because of privacy and time reasons, so skip that part if you can. Again, the key is to just give them dessert without putting a questionnaire in front of them first.
You Ask Them for Way too Much Information
Unless your shoppers are buying uranium or plutonium from you, there’s really no need to have them fill out mandatory fields that ask them everything under the sun. You may decide to bend the rules a bit if you’re using a regular desktop site, but on a mobile site, it’s just irritating.
Think back to any site you ever navigated on your smartphone or tablet. The best ones were the ones that just laid out the bare amount of information and asked the same, and the worst offenders were the ones who behaved as though a desktop site should be duplicated bit for bit on a mobile site.
All you really need from them is their name, shipping information, credit card information, and a part to verify their purchase.
If you Can’t Beat Them, Join Them
Of course, many of the problems with mobile shopping cart abandonment are alien to the typical Amazon third party seller as they’re part of a platform that takes mobile sales seriously. It’s true that sellers on Amazon will have their own trials and tribulations, mainly with maintaining competitive pricing which can be embraced with repricing software, but they won’t have to think about high upfront costs, wary buyers, deep pockets for driving shoppers to their site. In fact, if you’re selling online, you would be a little premature to disregard the Amazon marketplace as a viable channel for your sales.
If you join that growing party, be sure to cover your repricing needs with the super fast, cost-effective solution that is RepricerExpress—your 15-day free trial awaits when you’re ready.
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