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7 Pitfalls Of Mobile Ecommerce Websites

With the number of people completing online purchases using their mobile devices, updating your website to suit the unique challenges of a smaller device means requires a tailored approach.

Here are seven pitfalls to avoid with your mobile website.

1. Not Mobile Responsive At All

The requirement for a website that responds to mobile devices has been essential to creating a user experience that results in a positive outcome.  Yet still some businesses rely on a website that is designed for the desktop world.

A Business Insider report states that by 2020, mobile ecommerce will make up 45% of purchases.  That is a big number of sales to be missing out on.

Ecommerce Mobile Traffic


2. Unresponsive To Finger Touch

When it comes to navigating on a mobile, it is important to make sure you design your mobile layout with fingers in mind.  Ensure that key elements like 'Add To Cart' buttons and 'Proceed To Checkout' are appropriately sized to make it easy for customers to press without clicking on another link.  

Avoid putting screen sized images that can block access to where a customer needs to navigate.  Elements like Google maps or oversized ad zones can create difficulties when a user tries to scroll past them.

Oversized -mobile -images 

3. Frustrating Forms

No one likes filling out forms so avoid frustrating pain points by keeping the form short, easy to navigate and by explaining any entry errors that occur.

For tips on creating optimised forms, take a look at 9 Tips For Top Converting Online Forms

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4. Checkouts Not Optimised

You've done everything to get them to the cart but if your checkout design is inadequate you'll loose customers due to their frustration.  The average rate of cart abandonment in 2015 was 68%.  

Top reasons for cart abandonment are:

- The additional cost of shipping.  Consider offering simplified flat shipping rates to avoid this or free shipping over a certain dollar spend.

- No functionality for guest checkout.  

- Checkout doesn't provide a range of payment and shipping options.

Take a look at our blog post for Designing The Perfect Ecommerce Checkout for more inspiration.  


5. Doesn't Consider User's Intent

A Think With Google report into designing for a better mobile experience highlights the moments a customer shows intent to act increasingly by using their phones.  They describes  these moments as:

- I-want-to-know

- I-want-to-do

- I-want-go

- I-want-to-buy

By focusing on these moments, online retailers should look to provide for each situation by providing a clear and simply path for the customer.


6. Slow Page Load Speeds

When customers are looking for timely access to the information they are seeking.  If a webpage is slow to load it makes it all to easy for them to look elsewhere to find what they are after.

As with desktop websites improving your page load speed can be helped by:

- Compressing your images

- Removing unessesary elements like videos from the mobile site.

- Optimise caching of your website so it is stored locally on the browsers computer.

For more tips for reducing page load speeds take a look at 5 Tips For Improving Your Website's Speed


7. Not Providing Enough Information

Going back to the I-want-to-know moment above, customers often extensively research a product before going through with a purchase.  Ensuring you provide all the information you are after puts you at the end of their research process and hopefully closer to a purchase on your website.

For high preforming product pages, include the following elements:

- High quality images that are zoomable, with multi-views.

- Specific stock size, colour and model options.

- A video to show the product in action.

- Customer reviews.

- Detailed product specifications.

- Clear shipping and returns policies.

- Peronalised product copy.


Main Image: gurza / 123RF Stock Photo