Getting in the hearts and minds of customers to understand their needs and build trust can be a great challenge for e-commerce businesses. Shoppers are more demanding than ever and their opinion about your brand is amplified on social media channels. A positive first impression followed by an enjoyable shopping experience can significantly impact purchasing decisions and brand loyalty. Offering an impeccable user experience on the web is a challenge, yet it can be even more challenging when you decide to carry your online store to a smaller screen size.
Living in a mobile-first era, the number of mobile shoppers are increasing every day, providing yet another strong channel to reach your customers. Shopping on-to-go is becoming a lifestyle and shopping app users demand fast, easy and fuss-free experiences. One frustrating experience – and your app is out of the game! Shoppers tend to abandon apps in a flick and simply start seeking for better alternatives. Yes, when it comes to mobile shopping apps, the competition is fierce and offering the best experience becomes a matter of survival.
As tmob’s Research & Design team we’ve discussed 7 UX tips to boost mobile shopping experiences by providing the keystones to consider when designing a seamless shopping app.
Tip 1: First Interaction: The Homescreen
The initial interaction with the mobile shopper starts on the homescreen. It’s important for them to explore the content and products at a first glance. Fulfilling two main user needs are important at this stage of the journey: exploring the content and searching for an item. That’s exactly why the homescreen design should offer strong search tools and direct potential customers to well-organized product categories which are easy to navigate.
Tip 2: Membership Process
Once the user glances around and decides to make a purchase, the next thing they’ll need to do is to sign up for an account. The key thing to consider for the sign up process is to keep it short and simple. The user will want to complete this step as quickly as possible to move on with purchasing the items they want. Never make sign-up forms a pre-requisite to explore your app. This is a very common and fatal mistake. Let your customers see what they can get out of your app first, then encourage them to sign up. Once they find something they like, they will be willing to put in the extra effort and provide their personal details.
Tip 3: Location-based Services
Now that your app found its place on your customer’s homescreen, you need to focus on connecting with your customers and engaging them in different ways. Segmenting customers based on their demographic information, keyword searches and purchasing behaviors you can better target them with relevant campaigns and promotions. Placing in-store beacons, you can send highly personalized and relevant push notifications at the right time to encourage purchasing activity and connect with your customers at a different level, ensuring brand loyalty.
Tip 4: Product Details & Images
As we shifted away from desktop computers and moved towards mobile devices, screens got smaller and content strategies changed accordingly. Replacing most of the text with highly engaging quality visuals became the key success factor in creating product detail pages.
Hint: Using high-quality photos of your products is key, yet avoid leaving out important information which can impact purchasing decisions. Think like your customers with mobile devices in their palms, trying to access accurate details about a product in your store. Let them easily understand useful details such as the size, color and functionality of the product. Keep it clean, short and informative. Don’t forget to direct your images to demonstrate context of use with a good zoom-in/zoom-out functionality.
Another way to achieve good information hierarchy is to use typography and fonts, effectively. Each user should be able to easily recognize details, titles, categories and more at first glance. In order to achieve this hierarchy, you need to focus on distinguishing these elements by using different fonts. Just keep this is mind: If you’re in doubt, leave it out.
Tip 5: Accessibility
Technology has evolved to facilitate mobile shopping experiences for special needs. Companies need to consider the accessibility of their apps for their visually impaired customers during the app development process by following the established industry guidelines to ensure proper integration with voice control systems.
Tip 6: Buying Decision: Price and Time
Leaving the items in the basket without completing the purchase is very common amongst online shoppers. Unexpected last minute fees and delivery times are some of the main reasons why customers quit the app without completing their purchase. Today, omni-channel sales strategies support features like “click & collect” to eliminate these factors. Instead of waiting for the items to be delivered to their address, customers can pick up items whenever they want from the store right after their online purchase. Here is another point to keep in mind, free shipping campaigns do encourage visits. Increase customer satisfaction by getting rid of any extra spending.
Hint: On the product screen, answer these simple questions for your customers: “Which store has this item, at the moment?” and “Where are the nearby stores located?”.
Tip 7: Payment: Customization & Fast Payment Methods
How many times would you be willing to fill in your personal details, address and payment information to complete your purchase on a mobile screen? Being able to save user profiles and matching that information for checkout can save a lot of time for your customers. Integrating alternative digital money solutions such as MasterPass, PayPal and BKM is also an effective way to improve their overall experience.
Considering all these UX tips, our team designed a DIY mobile commerce platform, t-appz. t-appz is a native app building platform with an integrated 5-step wizard, which facilitates the app building process for small to mid-size e-commerce enterprises.
To find about more about how you can mobilize your e-commerce business, just t-appz it!