You’ve been there. After pushing the purchase button, the only reward is a continuously looping circle that indicates the transaction is still processing.
That’s when you’re likely to just lock your phone and move on. And once the items are out of sight, they might just be out of mind. The retailer just lost a sale, with perhaps a 50/50 chance of getting it back.
There's considerable research and discussion about changing this scenario. Moovweb is one of many companies trying to do so by pointing to how companies can design their checkout systems, especially for a mobile future. And the rise of Apple and Google’s presence in the payment world means there’s even more for stores to think about.
Moovweb CEO Ajay Kapur points directly to the digital checkout line as the place where potential customers frustrate out and go elsewhere.
“The primary culprit for shopping cart abandonment is the checkout process,” he said. “Yet today e-commerce leaders are flying blind, tasked with creating seamless checkout experiences but with little to no insights on why potential shoppers abandon carts.”
The company offers its own suite of services to businesses that want to ramp up their mobile checkout and payments processes, along with other optimization strategies.
It takes some forethought and planning to avoid such issues. Momchil Kyurkchiev, the CEO of mobile engagement platform Leanplum, said recently that online retailers should ask themselves three key questions when designing a checkout experience:
- Is the process too long?
- Does your platform look reputable?
- Are there any parts that might be confusing?
By using these key questions, Kyurkchiev argues that companies can cut down on the numbers of those who flame out during the purchase process.
Other recent indicators show just how much the future of shopping will be mobile. According to IBM, one in four back-to-school sales were exclusive to mobile devices. And mobile traffic was nearly the same as desktop traffic at retail sites, according to the research. This illustrates the same level of attention that has gone over the years to ensuring one’s web site is ready to make a sale must also go to mobile.
The future of shopping is mobile in another manner: customers using their phone to pay inside a retail store. Apple Pay pushed the idea of paying with your phone using NFC technology. Google Wallet had been at it for a few years already, but Android’s fragmentation and a lack of marketing push meant it never really took off.
Google has pushed back by recently launching Android Pay, a mobile payment system that offers similar security robustness as that of Apple Pay. And never one to be left out, Samsung has its own solution on its devices called, you guessed it, Samsung Pay.
What this means for retailers is they may soon be able to add a “buy with Apple Pay” or Android Pay button inside their checkout platform. Google has already rolled it out to mobile ads, and Apple has a similar mechanism for in-app purchases.
When creating a storefront it’s not just banks you need to worry about anymore: it’s also the big boys of tech.
Title image by USFWS Headquarters