We’re living in a world that is constantly changing and it can sometimes be hard to keep up. Especially so when it comes to e-commerce, where rapid changes in shopper behavior have caught many retailers by surprise.
Online shopping is no longer reserved for the tech-savvy minority, it’s the norm, and more and more people are shopping on-the-go using mobile devices. But retail companies seem to have been slow to react to this. Many online shoppers find that retailers aren’t succeeding in adapting online stores to their needs, especially on mobile. In fact, only 12 percent of US online shoppers find it convenient to shop on mobile devices, resulting in sky-high cart abandonment rates averaging 81 percent on mobile in the US.*
Let the numbers speak for themselves: Having a well-optimized online store is worth a lot, both in terms of sales numbers and customer loyalty. Here’s a list of 7 areas to focus your efforts on when optimizing your online store.
1. Optimize for mobile
It might not come as a surprise, but online shopping on mobile devices is increasing. By 2021, it’s expected that 53.9 percent of all online shopping will be done on mobile.** It goes without saying that a top priority for online retailers should, therefore, be mobile optimization. One good way to go about this is to always think “mobile first” when updating your webshop, because what people want and need on mobile is very different from what they want and need on desktop.
The fact is that as many as 73 percent of shoppers abandon poorly designed mobile sites in favor of those that make purchasing easy.*** And you don’t want to be one of those that gets abandoned, right?
2. Page speed
According to Google, the average time it takes to fully load a mobile landing page is 22 seconds. At the same time, 53 percent of mobile visitors leave a page that takes longer than three seconds to load. In other words, it’s easy to lose sales if your website is too slow. Your analytics tool will show you if you’re keeping up to speed.
3. Have a clear call to action
The most important button on your online store is probably the CTA button, the magic button that brings your visitors one step closer to completing a purchase.
What you want to ask yourself is:
- Is it clear and visible?
- Is it placed in the most optimal position on your product page, and have you run tests to verify this?
- Which copy makes your customers most likely to buy? (Yes, there is a difference between writing ‘Buy’, ‘Buy now’ and ‘Add to cart’).
Also look at how many steps customers have to take from selecting an item to completing the purchase. The more steps you have, the more opportunities your customers have to drop away. Fewer steps means higher conversion.
Retailer Skinnydip has got it right with their clear CTA button. It’s easy to find just to the right of the product picture and the inviting color makes it stand out on the page.
4. Flexible payments and a fast checkout
You don’t want to lose your customer once they’ve made it to the checkout – at that point, they are very likely to complete the purchase. Provided you have a smooth checkout, that is. 75 percent of US shoppers list the speed of checkout as one of the most important shopping factors, and 56 percent say they would buy more if more payment options were available.****
Fortunately, there are services out there dedicated to making your checkout fast and easy. Klarna is one of the biggest online payment providers active in Europe and North America and has been offering hassle-free payments for almost 15 years now. With Klarna in your checkout, you can give your customers the option to Pay in 30 days, Pay in 4 installments or Financing over a longer period. This means that shoppers without a credit card still get the opportunity to smoothly buy now and pay later.
5. Product pictures
It should go without saying, but high-quality pictures on your product pages are essential. They set the overall feeling of your website and are also crucial for giving your customers a good idea of what the products look like. It’s preferable to have several pictures showing details from different angles. Even better, show your products in motion.
Here’s a textbook example from sports brand Gymshark on how to showcase a product in perfect detail:
6. Product descriptions
Good pictures are one thing, but you also have to make sure to describe your products thoroughly. A precise product description might also help reduce returns since the buyer has a clearer picture of what they’re ordering to begin with.
Consumers might not expect a very long description for a cheap and simple product, but if they’re about to pay a higher price then they most likely want to know the full details of the item they’re considering. Also, the more complex the product is, the more detailed you want the description to be.
7. Skip the account
Did you know that one of the most common reasons for online shoppers to abandon their cart is that the site wanted them to create an account? 34 percent cite this as their reason for not completing a purchase when shopping online.***** Being forced to enter their name, address and a complicated password is enough to make today’s impatient shoppers lose interest. Of course, this isn’t an issue if you offer your customers a way to shop without creating an account.
With Klarna at your checkout, this problem is automatically solved. Existing Klarna customers have their details pre-filled, even if it’s their first time visiting your store. No sign-up, no drop-off. Only friction-free shopping.
Fill in your information once and Klarna remembers it for next time.
**Statista – Mobile eCommerce dossier.
****Statista – Online shopping behavior in the United States.
***** Baymard, 41 Cart Abandonment Rate Statistics.