With the huge increase in mCommerce it is important that retailers are aware of and invest in relevant technologies that facilitate a seamless payment experience.
Transparency at all stages of the mobile payment process is vital to accelerating conversion rates and limiting cart abandonment. If retailers are upfront with pricing, as well as any additional costs or shipping fees, shoppers are far more likely to complete their purchase and leave with a positive retail experience.
Optimisation of the limited available space is key in the mCommerce shopping experience. Utilising universally known icons, simple navigation, clear pricing and simplicity in the product content are all important factors to ensure an attractive product page.
The final stage in the shopping basket process needs to show a full transparent cost breakdown, with no further surprise charges to ensure trust with your shopper.
User profiles let the shopper save payment credentials to facilitate an instantaneous and secure checkout process whilst making the shopping experience more personalised. The user profile should consist of minimal re-entry of information paired with an easily navigable interface to appeal to contemporary consumer preferences.
Pay attention to security, but also keep things efficient for shoppers, like not requiring users to enter login details to use your app. Poq evaluated 4.18m app sessions across retailers and found that on average, users who are kept logged into an app are 2.1x more likely to convert.
Transaction security should be at the forefront of your payment journey. Reinforcement of security logos, hosted Worldpay payment pages and tokenisation of card details will help combat the large proportion of consumers willing to drop out of a purchase at the payment page if they have any security concerns.
In Canada, 42% of shoppers have abandoned a shopping cart from an overseas seller because extra fees were not clear. In Italy 27% of shoppers do the same. If customers do buy a product that shows up with extra costs they weren't expecting, your customer could refuse the shipment altogether - meaning that you lose a sale, most likely lose a customer for good, and pay both the initial and return shipping costs out of your own pocket.
In today's commerce landscape, international borders are becoming less and less relevant for high-performing retailers. Retailers with global aspirations should offer payment methods localised for each market, and automatically show currencies based on the shoppers detected location.
Confirmation of a purchase is a key in building shopper trust. Communication preference channels vary globally so communications through the relevant means needs to be considered. Details of the purchase and payment completion should be clear and easily understandable as well as the ability to track an order.
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Order confirmations are tremendous opportunities to guide consumers through the fulfilment process or in-store pick up process. They also keep shoppers engaged after their purchase. Be sure to add featured products to confirmation pages and follow-up emails, and consider using "customers who bought this item also bought" products to encourage further browsing on mobile or tablet devices.
A simple and effective support process helps enhance brand reputation.