Most traffic comes from smartphones—but mobile conversions remain low. This is a massive missed opportunity. With mobile traffic showing no signs of slowing down, it’s time to develop a strategy to minimize your mobile cart abandonment rates and boost your conversion rates.In 2020, for example, mobile traffic accounted for 68% of web traffic, and mobile sales were 56% of total online sales. Also, Google reports that 6 out of 10 consumers say mobile shopping is a crucial factor in brand selection.On top of that, 58.3% of visitors show purchase intent but abandon their shopping cart. So what can businesses do to prevent shoppers from abandoning their carts?Let’s look at the reasons shoppers abandon their carts on mobile and how to reduce your mobile cart abandonment rates. To max out your mobile money, schedule a customized strategy call with our conversion specialists.
What Makes Mobile Cart Abandonment Different From Desktop?
Mobile commerce encompasses shopping via a mobile device (usually a smartphone), while desktop commerce entails shopping online via your computer.Consumers primarily use their desktops for buying bigger-ticket items that require more research, evaluation, and comparison across various brands. For instance, a shopper is more likely to buy a new TV on their computer than everyday items, such as clothes and makeup, which they may purchase on their smartphones.However, the small interface on smartphones, whether on mobile apps or websites, requires you to adapt and reduce distractions so your customers can seamlessly complete their purchases. In addition, consumers want their mobile app and website experiences to be personalized, engaging, and easy to operate.There are many reasons customers may abandon their mobile carts. When they encounter glitches or issues, they can quickly leave their mobile shopping experience and go to your competitor. Other consumers just fill their carts with products as they’re just “window-shopping” with no intention of buying anything. Finally, some just calculate the cost and remove items from their cart after that.Despite the buyer’s intent, they’re just filling up their mobile carts and abandoning them on the wayside. When a shopper leaves their shopping cart, businesses face many issues, such as inventory uncertainty and loss of revenue.Let’s now dive into four common reasons consumers abandon their mobile shopping carts and what you can do to mitigate it.
Why Do My Customers Keep Abandoning their Mobile Carts?
1. Long Checkout Process
Being tech-savvy, most mobile device users are more likely to buy products online, but they’re also very impatient. So asking them to fill out their information at every step during the checkout process only frustrates them, causing them to abandon the checkout process altogether.
Minimizing the Checkout Process
Most online business stores use eCommerce website templates. So, by default, their checkout process isn’t customer and mobile-friendly. Identify where you can improve your checkout process so it's more efficient for mobile shoppers. For example, see if it’s possible to eliminate unnecessary fields or club multiple fields to reduce steps and save screen space.
2. Poor Web Design
Shopping cart experiences on smartphones and desktops are two different things. Promotional stickers, pop-ups, and extra information work perfectly on desktops, but these elements are a pain for shoppers on mobile. Besides, cramming multiple fields into a small screen, tiny buttons, and unexpected checkout flow makes mobile shopping carts unattractive.
Design for Mobile Shopping Carts
To provide a better mobile shopping experience, adding distracting or unnecessary elements is out of the question. Adding a ton of features slows down page speeds. To improve user experience, design web pages that load once and ask users to fill in only a few details at a time. Further, reducing the number of screens from initiation to completion is a perfect way to streamline your website’s navigation.
3. Poor Loading Speeds
Mobile users buy products on the go. So, poor loading speeds could be the primary reason some shoppers abandon your shopping carts. Only the exceptionally patient customers proceed even at low speeds, resulting in high mobile cart abandonment rates.
Improve Your Loading Speeds
It’s not your fault if a customer orders your products or services from a place with poor network coverage. But if you want to boost your conversion rates and ultimately increase your sales, you must proactively speed up your loading times. Again, you can do that by eliminating unnecessary elements. Also, you can improve your loading speeds by using HTML and CSS for buttons and minor graphics, using HTTPS instead of HTTP for mobile websites, and removing unnecessary social widgets.
4. Limited Payment Options
Another common reason for consumers abandoning their mobile carts is limited payment options. Consumers like to pay in a wide range of ways. Payment options are often personal to the shopper, with some payment options feeling safer and more practical than others. If customers can’t pay using their preferred payment option, they might choose not to complete their purchase.
Offer Multiple Payment Choices
Besides debit and credit cards payment methods, mobile shoppers are also likely to use Google Pay, Apple Pay, PayPal, and other digital wallets. Studies show that supporting all in-trend and major payment options can increase smartphone conversion rates by 15%. So ensure that you offer the right payment options to avoid missing out on sales just because your customers can’t find their preferred payment method.
Final Thoughts
Besides recovering abandoned sales and reducing mobile cart abandonment rates, there’s a bigger picture here. It’s about improving customer trust and loyalty by delivering exceptional customer experiences.When customers have a negative mobile experience with a business, they’re 60% less likely to do business with that business in the future than if they have a positive customer experience. Make sure you offer an outstanding mobile experience from the get-go.Ampry, an eCommerce conversion platform, has also created personalized web experiences using pop-ups, on-page embeds, bars, and social proof notifications. These features convert your web visitors into leads, helping you secure more sales by reducing your cart abandonment rates. Click here for a customized strategy call with our skilled conversion specialists.