In today’s digital age, reducing usability hurdles and simplifying your ecommerce site's “path to purchase” for mobile shoppers is crucial. Responsive web designs and simplified navigation are key to creating a positive mobile shopping experience. Unfortunately, form fields tend to be overlooked in this regard.
A simple but essential part of any ecommerce site, forms allow e-tailers to collect customer information to complete orders and set up user accounts. However, forms can produce frustrating hurdles for mobile shoppers who must manually input information via small touch screens. To keep mobile customers from bouncing off of your site or abandoning their carts, make sure that your website forms abide by these design guidelines:
Minimal form fields
For mobile users, each blank form field is a step in the registration and/or checkout processes. In ecommerce, each step is an opportunity for users to bounce. By reducing the length and complexity of your forms, you reduce cart abandonment rates too. One common mistake is requiring customers to enter the same information for multiple form fields, such as for email and password confirmation. The purpose of repeating form fields is to reduce user-submitted errors - but there are other ways to achieve this. For example, you could make password creation forms visible by default to allow customers to easily see if they have made an error. You can also show new customers the bare minimum of forms for their first purchase, then follow up with additional forms via email.
By streamlining the process of inputting information, you reduce your customer’s exposure to checkout friction. Incorporating autofill features into your forms accomplishes this while also reducing the amount of user errors that come from unassisted manual input.
Streamline form navigation
To make it easier for mobile shoppers to input information and navigate between fields, make sure your forms are vertically aligned. With this layout, users see multiple fields at once and only need to scroll up or down to see more (as opposed to up, down, left, or right with side-by-side form fields). You can further streamline forms by combining single input fields that request related parts of related information. For example, instead of having fields for First and Last name, area code and phone number, or month/day/year (3 types of information, split among 7 fields) - combine them to create a Full Name field, Phone Number field, and Birthdate field, respectively.
Providing customers with a good experience the first time (and every time) they purchase from you is an important part of building customer loyalty. Loyal customers grow your company, so it's critical to assess your customer service from multiple angles and improve where necessary. Below are some tips you can use to get the full picture of your strengths and weaknesses in customer service.
Shop your site
What better way to evaluate customer service than by becoming a customer? To get an authentic experience, you’ll need to do more than just place an order. Contact your company with product questions or for help with placing an order. Buy something from yourself and evaluate your checkout process. After the order arrives, call customer service to troubleshoot some issues. Go through your returns process. Browse your website with a critical eye and ask yourself: are products easy to find and compare? Do product descriptions provide the right kind of information? Is the shopping experience the same on mobile devices?
Review customer feedback
If your customer service department uses call monitoring tools, that’s another excellent resource for finding areas of the customer experience that need improvement. Reviewing customer service calls can reveal patterns or errors you may not find by manually browsing your site, such as pricing errors, frequently asked questions, or even areas where customer service reps need more training. Additionally, you can review the most recent product return codes to look for recurring issues.
Improve your reporting
Is your customer service perfect, or could there be issues you’re not hearing about? Review the customer service and fulfillment reporting you have in place and look for gaps to fill. For example, there are opportunities to create new product return codes to get more granular customer feedback. If your reporting is thorough, you may be able to supplement it further with customer satisfaction surveys.
In order to increase their customer appeal, more B2B ecommerce sites are refreshing their design and functionality to mimic some of the strategies employed by B2C ecommerce sites. For the most part, this is an effective strategy. However, B2B customers can have motivations and needs that are different from their B2C counterparts. In this blog post, we'll cover a few common reasons that shoppers are visiting your B2B ecommerce site – and what changes you can make to better appeal to these users.
B2B customers are often required to compare the cost of materials from multiple vendors before placing an order. Putting your prices front and center can help your customers finalize a purchasing decision. If price is not the competitive factor for your products, be sure to draw customer focus to the valuable differences or features of your products.
If you have technical content for your products (e.g. spec sheets, video demonstrations, performance testing results, etc.), don’t force users to dig for it. Keep your product pages organized and keep your content in a designated area to help customers easily find the information they need.
Ready to purchase
If a customer visits your site intending to place an order, don’t change their minds with a difficult checkout process. If your B2B customers place orders for large amounts of different SKUs, the B2C approach of including lots of product info (like images and descriptions) in the cart can add unnecessary complexity. A better approach may be as simple as an order form with fields for SKUs and quantities.
Making sure that your ecommerce site is compatible with mobile devices is critical for maintaining a good shopping experience – not just for your current customers, but also for new customers who may get their first impression of your brand through a mobile browser. While developing your strategy for mobile users, remember these guidelines for giving your customers the best mobile experience.
Size & Speed
On average, internet connection speeds for mobile devices are slower than desktops. More features and content take longer to load - and this time is emphasized for your mobile users. A feature-rich desktop version of the site is a great idea, you'll need to turn off some of these features on the mobile site to keep loading times down.
Screen real estate on mobile devices is limited. While working on the size and speed of your mobile site, consider how you can simplify the navigation. People love mobile devices because of their convenience, so as a general rule of thumb – the fewer steps it takes to find a product or complete a purchase, the better.
Mobile app vs. mobile website
Depending on the experience you want your customers to have, you may want to invest in an app over a mobile site. Compared to a mobile-friendly website, apps are more expensive to develop, but they can incorporate much more functionality without sacrificing speed. If you decide to create an app, it should provide an experience that is distinct from visiting your ecommerce site. Otherwise, customers will have little incentive to download and use it.