Those who surf mobile usually have little time and patience. In other words, mobile online shoppers quickly abandon a website if they don't find what they are looking for right away. Here are tips for shop owners from trbo, a technology provider for dynamic onsite personalization, optimization and testing, to improve the mobile user experience and avoid abandonment:
Simple search function with alternatives is a must
A cumbersome product search is a no go. For the mobile version of the online shop, the search must always be clearly visible and easy to use. Where and how it is best perceived – e.g., only as a magnifying glass or as a highlighted search slot – can be found with the help of A/B or multivariate tests. In any case, shop operators should prevent their users from landing on an empty 404 page if the product they are looking for is not available. Rather, product recommendations should be placed there – either personalized according to the interests of the user or, for instance, the bestsellers of the shop.
Clever menu navigation for more convenient surfing
The menu navigation generally offers optimization potential too. For instance, it can be individually compiled according to the needs of the user, who then finds interesting categories higher up, while less exciting points move down. For price-conscious users, for example, the “Sale” menu item can also be highlighted separately. Setting filters is another important step that shop operators can optimize for mobile users, for instance, through individual filters that match interests or predetermined sizes. Visual filters can also be optimized, by adding, e.g., an image to make it easier to understand for the user.
Provide product inspiration, recommendations and customer service
Today, mobile shops must also be a source of inspiration and product recommendations are an important lever here: For example, if the user’s interests are known, personalized product recommendations can be integrated and if these are not known, recommendations such as bestsellers, "Other customers also bought. . ." recommendations or suitable articles could be useful.
Inspiration pages are also helpful, for instance, with whole outfits, since the user gets a more precise idea of how to combine a product. Guided selling solutions – either via chatbot or easy-to-use questionnaire – help mobile users make purchasing decisions with greater certainty. Clearly visible contact details for customer service or customer service chatbots are also important, so that important questions can be quickly clarified.
Relevant content through personalization
In the mobile web shop, users only want to see the products that are relevant to them. Therefore, it is important for marketers to use personalized content. On the start page, for example, the articles last viewed can be displayed again and exciting new recommendations and campaigns can be integrated to suit individual interests. Of course, personalized content doesn’t have to be limited to the start page. If the entire customer journey is enriched with individual offers and recommendations, the shop range immediately appears much more attractive and relevant.
Gamification make shopping more fun
Occasions such as Black Friday, Christmas or Easter are ideal for offering mobile shoppers a very special shopping experience. Gamification is the magic word here: At Christmas, for example, an advent calendar welcomes users with new offers every day, at Easter the Easter egg hunt can take place online, and on Black Friday discounts can be won using a mobile scratch card. With gamification, there are no limits to the imagination and for sure users will positively remember the shopping experience.
Comfortable surfing thanks to smart optimizations
To make shopping on mobile devices more convenient, there are a few small improvement options, such as the "Back to top" button. If you've worked your way through a category page but haven't found anything, it helps you get back to the top of the page easily. Floating shopping carts also save users time as the shopping cart simply moves with them as they browse the website. The purchase process can also be simplified for returnees by being greeted on the start page with the items last viewed or the abandoned shopping cart.
In summary, it can be said that anyone who wants to increase conversions in mobile commerce and reduce abandonment rates should prepare content optimally for mobile users. Shop operators can use A/B and multi-variant tests to find out which measure works best, but general statements are difficult to make because it depends on the shop and the user individually.