5 biggest mistakes in mobile ecommerce and how to avoid them

5 biggest mistakes in mobile ecommerce and how to avoid them

Andy Holland

There’s no denying that mobile ecommerce, or ‘m-commerce’, is huge – and it’s growing, year on year.  However, thousands of businesses around the UK are missing out on sales as their websites are failing to meet consumer’s expectations when viewed on mobile devices.

Is your e-commerce website optimised for use on mobile devices? If not, you could be missing out on sales and giving away your hard-earned market share to your mobile-friendly competitors.

Take a look at these common mobile ecommerce mistakes:

  1. Assuming that your customers don’t use mobile devices to make purchases

According to Ofcom, 61% of UK adults accessed the internet on their mobile device in Q1 of 2015. In fact, there were over 32 million mobile ecommerce customers in the UK in the first three months of 2016 alone. That’s a huge number of potential customers!

Don’t make the assumption that your ideal customers won’t be found on mobile devices. It isn’t just the younger generation that shop on their phone – it’s done by people of all ages, all genders and from all areas of the country. Your potential customers will be looking for your products on a mobile device – don’t let those sale opportunities slip through your fingers.

  1. Not having a mobile optimised design

Have you ever visited a website on your computer and then again on your mobile and noticed a difference in the layout? That’s called ‘responsive design’ and it’s an absolute must-have for e-commerce businesses.

Responsive design ‘shifts’ the layout of your website so that it is easy to use on a mobile device. It means users don’t have to pinch-and-zoom to view the site; all the information is laid out clearly for them automatically.

By making the user experience as intuitive as possible, you increase the chances of a user making a purchase on your website. Not only that, but search engines such as Google may even rank your business higher if you utilise a responsive design.

  1. Having an overly-complicated checkout process

One of the problems with completing a purchase on a mobile phone is that the screens are fairly small. This can make it tricky to fill out long forms. A responsive design will certainly help to overcome this, but you should still take the time to make your checkout process as simple as possible for those on mobile devices.

Top tips for an optimised mobile checkout page include full-width form fields, large (easy to press) buttons and only including essential fields in the form.

  1. Slow-loading web pages

According to marketing company Kissmetrics, users expect a web page to load in two seconds or less. Even a one second delay can cause a whopping 7% reduction in conversions.

Part of the beauty of being able to shop on a mobile device is that your customers have access to your store from any location. However, the speed of mobile coverage around the country varies dramatically. If your website is full of super-large images and slow-to-load features, users on 3G or patchy public Wi-Fi may struggle to be able to load the site.

Try putting your website into an online speed checker such as GTmetrix to see how quickly your website loads and to get tips for speeding it up.

  1. Neglecting security

Consumers are becoming ever-more aware about the importance of security when entering their payment details online. A survey by statistics analysis company Statista found that 17% of consumers have abandoned their carts without paying due to concerns about payment security.

One way to help ease users’ fears about security is to use a third-party payment system that they are familiar with, such as PayPal. If payments are taken directly on your website, you should always do this over SSL with a valid security certificate in order to protect your customers’ personal data and credit card information.