Fifty-nine percent of retailers name mobile as the leading priority in their digital business. Yet, the mobile checkout process remains cumbersome for the majority of retail brands. L2 Research Lead Claude de Jocas delivered insights at last week’s Mobile Clinic about how brands can improve the mobile purchase experience, and highlighted brands that have taken steps in that direction. A study of 43 retailers revealed that 37% of retail brands, 25% of fashion brands, 39% of Sportswear brands and 40% of beauty brands had optimized the checkout experience to one-page checkout. But overall, the average number of pages required to pass before checkout ranges from 2.3 (Sportswear) to 3.4 (retail) in each category.
Everlane, Cole Haan, and Dominos are notable exceptions. Everlane has a press-and-hold feature that allows shoppers to add an item to their cart without navigating any additional pages. Cole Haan has integrated Apple Pay Touch ID to its app, and Dominos has gone further with the zero-click ordering feature. If a user leaves an app open for ten seconds, a pizza will arrive at the door.
But even the best mobile apps will remain unused unless retailers actively incentivize users to download and open frequently. Everlane promotes daily check-ins in its app by including up-to-date weather information, and making it the exclusive portal to sign up for waitlisted items.
It may seem that tedious and unfriendly mobile checkout processes are a burden on shoppers only, but a study of consumer behavior suggests that sales may in fact be affected. Currently, four out of ten e-commerce journeys take place across multiple devices but just 31% are transacted on a mobile device. Better mobile checkout process will likely increase that number, as well as reduce the number of abandoned transactions that start on mobile.