Top 3 tips to convert mobile browsers to buyers

This holiday season, retailers have seen a marked increase in shoppers not only browsing but buying from mobile devices. Moving forward, many experts believe mobile shoppers will continue to increase. Here are three tips retailers can use to turn mobile browsers into buyers.

by Kristina Knight

First, look beyond the cart

"As mobile becomes a bigger focus for merchants, we're starting to see them pay more attention to what happens once a customer's cart is filled and analyzing what steps they need to take to encourage consumers to complete the final transaction. A big part of the solution means carefully examining every part of the experience, don't stop at the cart," said Andy Barker, Senior Director Strategy & Growth Global Payments, Magento. "Merchants need to piece together an experience that removes friction and pain points associated with mobile devices through the whole order life cycle. Spending time investing in solutions that offer multiple mobile centric/capable payment types, relevant language and currency options and quick access to customer support can help boost conversion."

Second, use technology that's already available.

"A range of companies already develop technology that makes the checkout and payment process seamless. PayPal, Klarna, Apple and Amazon are some of the leading companies in the space, offering solutions from single/easy sign-on, address suggestions, securely stored payment tenders. Leveraging the tools that these providers have already created, are a blessing for customers, particularly when it comes to the amount of data we need insert online. Reducing the process to two to three steps for consumers can make a big difference. Integrating features, like thumbprint recognition and autofill for names and credit cards, not only drastically reduces the hassle for customers but brings them that much closer to buying an item," said Barker.

Third, be your best customer.

"We've all heard the saying, ' put yourself in someone else's shoes' before. Well, retail is no exception. More often than not, the services and experiences that you'd want as a consumer coincide with the needs and wants of your very own customers. In my experience in the commerce industry, the word that describes the companies with the most succe ssful conversion rates is simplicity. The trend towards simplifying the payment process is not happening quick enough. Consumers today are demanding a simpler more convenient type of shopping experience. For example, if you're requesting payment details, program your site to have a number keypad pop up instead of a full keyboard," said Barker.

Tags: ecommerce trends, m:commerce trends, Magento, mobile commerce, mobile marketing