When you are focusing on making the user experience amazing, you’ll also have to focus on ease of purchase. Make it as easy as possible for people to buy from your app. Do you know why that should be your goal? The fewer steps that users will have to take to purchase from your app, the easier the purchase process will be and the more likely it will be for them to come back and buy more from you.
To make purchasing easy for your customers, you must first simplify the signup process.
Data shows that reducing the number of steps in your mobile app shopping cart signup process improves your conversion rates.
If you have a local store, your priority should be to enrich the in-store shopping experience for your customers through your app. By integrating features like barcode scanners, unlockable content and mobile payment, you can provide an omnichannel* experience that cannot be matched by other local stores or app-only competitors.
(*omnichannel shopping experience means a multi-channel approach to sales which provides customers with a smooth and seamless shopping experience. Regardless of what device customers are using to shop, the shopping experience remains consistently smooth and seamless throughout. Imagine an amazing user experience design combined with a fast and seamless checkout process.)
Here are three tactics you can implement to ensure that your mCommerce app offers the most seamless experience possible.
1. Mobile Payment
Streamline the checkout process. Remove as much friction as possible. These you can do by implementing mobile payment checkout in your mobile app shopping cart. Your customers shouldn’t have to pull out their credit cards or loyalty cards or coupons every time they want to purchase something on your app.
Look at Amazon’s one-touch checkout functionality. It removes friction completely and makes it quick and easy for customers to checkout from the app. There’s a “buy now” button that helps users to skip the “add to cart” step. After clicking on “buy now”, customers just have to hit one more button: “place your order” and they’re done. Even if customers don’t click on “buy now”, they can buy the desired product with one click just after they’ve put the product in the shopping cart.
You can also launch your very own in-app payment system, where you can allow your credit card-holding customers to save their credit card details in the app’s mobile wallet. To improve the convenience, you can incorporate rewards and discounts into the in-app payment system. When a customer uses the in-app payment system to checkout, discounts and rewards are automatically added to their account. Retail credit cards are some of the most loyal customers, so helping them checkout easily strengthens their loyalty.
2. Useful In-App Search
When customers open a retail app, they are usually looking for something specific. Or maybe, they are just interested in browsing your products. Search plays a key role in helping your customers find what they look for. A bad search experience can lead to loss of revenue and no matter how amazing user experience design in your app is, a bad search can ruin it all. According to Google, 92% of users who searched for a product on their mobile device made a purchase.
Coming back to Amazon, the ecommerce giant has amped up its search capabilities so much in 2015 that 44% of consumers now turn to Amazon when they’re looking for a particular product. Amazon even personalizes search results based on the user’s past behavior.
Do not underestimate the power of search. Work on the search capability to make it as relevant as possible.
3. One Time Password (OTP)
When it comes to implementing ease of purchase on a mobile app shopping cart, One Time Password or OTP is a remarkable step that eliminates the hassle of typing the password every time a user wants to log in. By implementing OTP, you can send a single code to your customers’ phone via text message. Once they have entered the code into your app, they are automatically logged in whenever they open the app.
While OTP may seem like a small step, it’s crucial for reducing friction and making things easier for your customers.
Implementing these will not only help you simplify the buying process for users, it will also add credibility and make you one of the most reliable shopping apps.
Ease of purchase is not just about the number of steps that a person needs to take to purchase a product from you, it’s also about the alignment of the natural purchase decision making process and customer experience journey.
Learn proven techniques to make shopping easier for your customers. Talk to our mCommerce expert.