As the vast majority of people browse on their mobile devices, ecommerce is fast being replaced by mobile commerce or native mobile ecommerce apps. While the ease of buying online originally spurred the growth of ecommerce, it is the mobile ecommerce apps that are pushing that growth story further. Whether one buys from online stores using mobile browsers or accesses a store through a mobile ecommerce app, the buying habits of consumers have been changed by mobile devices.
According to a recent statistics published by OuterBox, a whopping 62% of smartphone users have made at least one purchase in the last six months using their handheld device. By the end of last year, ecommerce revenue made up 10% of the total retail revenue. As a similar study pointed out, 80% of buyers in one way or the other used their handheld devices while shopping from a physical store.
Considering the huge role played by mobile ecommerce, we are going to explain the key features that any successful mobile ecommerce app can’t do without:
1. Simple and effortless on-boarding
Allowing users to start using your app as quickly and effortlessly as possible should be the first step. To make onboarding easier, the app design should be simple, visually intuitive, not distracting, and capable of personalizing specific attributes as per user demand. From registration to product page browsing, from the checkout page to the payment gateway, the user should be put first.
Making the registration process easier is another crucial aspect of a quality onboarding experience. The registration form should be simple and should not consist of more than two or three fields.
Always allow registering with a social media account for a quick and easy login process.
2. Rewarding user experience
A rewarding user experience helps create a bond between the user and the store.
- Customized experience: Make sure your app builds on user habits, demographics, and preferences to adjust aspects of the user experience. This way, the customer will end up spending more time on your store and buying more frequently.
- Optimize loading speed: In these days most users are restless and do not want to wait longer than a couple of seconds for particular content to load. So, optimizing app performance will be crucial for improving user experience.
- Context-aware push notifications: Focus on making push notifications more customer-centric. While push notifications help ecommerce marketers to make customers return to the store, a “one message for all” approach no longer works. You need to personalize notifications based on user preferences, schedule, and context.
3. Discoverability of products
One thing that no mobile ecommerce store can afford to underplay is fast product discoverability. You have to ensure that your customers find the products they are looking for without any effort.
Here are some proven approaches:
- Custom Featured Product: Featuring products on a slider or banner is a common practice across ecommerce stores. But instead of just leaning on generic data points, consider individual demographics, buying habits, and preferences to feature products. This is particularly important for large stores with a wide a range of products.
- User-friendly Search and Filter: To help people find products, you should always offer very detailed and multi-layered search and filter options across several denominations, categories, and specifications.
- Wish List: This is an important feature that allows the customer to save their preferred products for future consideration or purchase. This also allows the store to connect customers every once in a while with reminders and promotion related to these products.
4. Simple and clean navigation
For ecommerce apps, allowing users to reach different areas of your app fast is a crucial aspect.
This is ensured by a simple and clean navigation — minimize any cognitive overload or distractions.
Besides having an uncluttered layout that looks clean, an ecommerce store should also give prominence navigational elements and call-to-action buttons. When the user needs to proceed to the next step, or next page, the clickable options should be clear and obvious.
5. Easy checkout and payment
Your ecommerce store cannot afford to lose a customer over checkout or payment page UX issues.
- The checkout process should be as quick and as minimalist as possible. Allow people to go through with the minimum required information and allow auto-filling certain fields based on location and registration data.
- When it comes to payment options, allow people as many options as possible — stretch the number of available options to the maximum, including store credit if you can.
Customer data is a crucial business asset for any ecommerce business. Thanks to analytics tools, customer data ranging from personal information and registration data — to detailed information concerning buying habits, preferences, social profiles and demographics — can now help a store gain more relevant insights about its customers.
Your ecommerce store app must use the power of analytics to gain insights from data. Things like session duration, click-through rate, conversion rate, and granular customer details need to all be captured.
7. Feedback and rating
Finally, you should make users feel at ease when they want to express their dissatisfaction with your products or service. Allow them to give reviews and rate your store. Apart from the positive reviews and ratings that will push your credibility, the negative reviews will open up conversations and allow you to address customer queries. Ecommerce brands with a lot of reviews on each product look popular and credible.
Apart from the features mentioned above, an ecommerce store should also use a mix of content types to engage users. Embrace user-generated content like user videos to boost engagement.
Juned Ahmed is an IT consultant by profession and is working with Indian app developers — a leading mobile app development company in India. He has more than ten years of experience in developing and implementing marketing strategies.