Module 3: Creating an effective mobile UX
3.2.3 Commerce and conversions
The customer journey is getting more complex, and users expect to convert on their own terms. In this section, we look at how to drive conversions by putting your visitors in control.
1. Let users explore before they commit
Allow visitors to use your site without registering for an account.
Placing registration gates too early in a site experience can be detrimental to conversion. In the study, participants became frustrated by sites that demanded registration in order to continue—especially if the site was an unfamiliar brand. Before offering their personal information, participants wanted to browse content and get a sense of what a site had to offer them.
2. Let users purchase as a guest
Offer the option to check out as a guest, and encourage registration with tangible benefits.
Even when participants were making a purchase, they didn’t necessarily want to commit to creating an account with the retailer. Participants described the guest checkout as “convenient,” “simple,” and “easy [and] quick.” They were annoyed at a site that required registration to purchase, especially since the site didn’t explain how registration would benefit them.
3. Use existing information to maximize convenience
Take advantage of information you already have or use third-party payment services to make conversion as easy as possible.
For your registered users, remember and prefill their preferences. For new users, offer a third-party checkout service they may already use. Several retail sites in the study offered third-party payment services as an option, reducing purchasing friction for users of those services and allowing the site to prefill shipping info.
4. Use click-to-call buttons for complex tasks
Offering a prominent click-to-call button can keep users from dropping out of the funnel when they need to provide complex information.
Offer click-to-call at points in the conversion process that require entry of complex or sensitive information.
Participants appreciated the option to call a financial-services company to complete an action over the phone, rather than fill out complicated forms on their mobile devices.
5. Make it easy to finish converting on another device
Mobile visitors may be researching to convert later, so offer a simple way to resume their journey on another device via social sharing, email, or save-to-cart functionality.
Not all participants were comfortable converting on their mobile device. Offer an easy way to save or share information across devices to keep users in your funnel. For instance, a career site allowed participants to email themselves jobs to apply for later.