| Since we last wrote about the usability of mobile | | | | incorporate a full physical or on-screen keyboard, |
| websites, the rise of the iPhone and other high-end | | | | typing on a mobile phone still isn't as easy as on a |
| handsets has meant that even more people use the | | | | computer. Unfortunately, completing an e-commerce |
| Internet on their phone. (Source: Nielsen Mobile/BBC). | | | | transaction often requires a lot of information that isn't |
| Companies have responded by creating more | | | | always easy to type, such as addresses and credit |
| mobile-optimised websites, some of which now allow | | | | card numbers. |
| people to complete e-commerce transactions on the | | | | In order to decrease the chances that customers will |
| mobile, instead of simply researching for information. | | | | drop off at this point, you can mimimise data entry by: |
| For example: | | | | * Allowing customers to log-in with the same |
| * Shoppers can buy any product on the catalogue | | | | username and password that they use for your main |
| through the Amazon mobile site | | | | website in order to retrieving shipping and billing |
| * Travellers can instantly book a room in any | | | | information stored in their account |
| Travelodge UK hotel through the Travelodge mobile | | | | * Encouraging customers to create an account to |
| site and rail tickets at the Train Line mobile site | | | | speed up future transactions |
| * Car owners can get an instant car insurance quote | | | | * Integrating with 3rd party billing services for which |
| on the Swiftcover mobile site | | | | customers need to enter only a username & |
| * Music fans can purchase tickets for their favourite | | | | password e.g. PayPal |
| concerts at the SeeTickets mobile site | | | | Reassure users about transaction security |
| However, while many people are already comfortable | | | | With frequent reports on the news about credit card |
| making online purchases using a computer, doing the | | | | fraud and identity theft, most shoppers are looking to |
| same through a mobile phone poses unique challenges. | | | | be reassured that their online transaction will be secure. |
| These challenges need to be addressed by mobile | | | | While most desktop web browsers prominently |
| e-commerce sites. This article provides best practice | | | | highlight secure websites and protect users from |
| guidelines for removing potential barriers between your | | | | visiting fraudulent sites, many mobile browsers are |
| customers and your mobile e-commerce site. | | | | primitive in that respect. Also, because there are many |
| Help people find your mobile site | | | | mobile phones with different web browsers, people |
| Having a mobile-optimised site is no use if your | | | | haven't yet become accustomed to a certain way of |
| customers can't find it. You should always detect | | | | highlighting that a website is secure. |
| when visitors are accessing your site through a mobile | | | | It's a good idea to prominently highlight that your mobile |
| phone, and automatically redirect them to the | | | | site is secure on the homepage and on pages that ask |
| mobile-optimised version of the site. | | | | for sensitive information. Customers may also feel |
| Although you may also advertise the link to your | | | | more comfortable if they don't need to enter any |
| mobile site, people may still remember the link to your | | | | sensitive information because it's already stored in their |
| main site only, or may arrive on your main site through | | | | account, as discussed in the previous point. |
| a search engine link. | | | | Think mobile for the post-transaction stage |
| Ensure that the link to your mobile site is easy to | | | | Interacting with your customers doesn't stop when |
| remember and type into a mobile phone. For example: | | | | they complete a transaction. A good mobile user |
| * Append the word 'mobile' to your main domain | | | | experience should extend well into the post-transaction |
| * Use a .mobi domain with your brand name | | | | phase, e.g. when customers need to track the goods |
| Cater for dropped internet connections | | | | they ordered or check a booking confirmation. After all, |
| Mobile internet connections can often be unstable, e.g. | | | | if your customers have chosen to complete a |
| when a mobile phone moves into a low signal area or | | | | transaction using a mobile phone, they'll likely appreciate |
| runs out of battery. It's usually not a big issue if this | | | | following up on this transaction in the same way. |
| happens while someone is simply consuming | | | | Depending on the nature of the transaction, the |
| information e.g. reading the news. However, a dropped | | | | following guidelines may apply: |
| connection in the middle of a transaction may leave | | | | * When customers can buy physical goods through |
| people wondering if the transaction has been | | | | your mobile site, provide a mobile solution for tracking |
| completed or frustrated that the information they've | | | | the progress of the order and the delivery of the |
| entered so far was lost. | | | | goods. |
| While there's not much you can do to improve mobile | | | | * When customers can book tickets or other services |
| network coverage, you can mitigate the effects of | | | | through your site, provide a mobile-friendly booking |
| dropped connections by: | | | | confirmation e-mail and consider mobile ticketing |
| * Saving all details in every step of a transaction e.g. | | | | solutions, where tickets can be electronically stored in |
| the items in a shopping basket or the shipping details | | | | a mobile phone in the form of a special barcode |
| already entered | | | | * In any case, ensure that all e-mails following up on a |
| * Ensuring that a transaction can be resumed from the | | | | transaction are mobile-friendly |
| point where it was left, without having to start over | | | | Conclusion |
| * Capturing visitors' e-mail addresses or mobile phones | | | | With increasing mobile internet use, it won't be long |
| at the beginning of a transaction and sending them | | | | before your customers will expect to transact with |
| instructions to help them continue an interrupted | | | | you over their mobile phone. This will take more than |
| transaction | | | | simply "downscaling" your existing website to fit in a |
| * Ensuring that all transactions available on your mobile | | | | mobile screen. Only if you carefully consider the unique |
| site can be completed in a few short steps | | | | challenges and opportunities offered through the mobile |
| Avoid data entry where possible | | | | channel will you be able to offer your customers a |
| Although high-end smartphones increasingly | | | | truly mobile user experience. |