Mobile ecommerce website form and checkout page design

Here are my references to Best Buy, Target, Sephora, Moosejaw, Barnes and Noble, Amazon, Sears2go, Ralph Lauren and Tickets.com (each site is directly linked to their mobile version ) Some suggestions on the usability of mobile device websites.

Forms and Checkout processing

As I mentioned in the third part of the product display page and shopping cart in this series, the new stations for Best Buy, Sephora, Target, and Moosejaw do not support mobile payments. So the sites mentioned in this section are Barnes and Noble, Amazon, Sears2go, Moosejaw's old stations and Ralph Lauren.

I have the following suggestions on how to maximize the user conversion rate in the payment process for mobile E-commerce sites:

• Allow visitors (not required to register) payment options
• Provide security of payment and transaction Trust
• Provides links to privacy protection agreements
• The first step in payment requires an email address
• Do not need to fill out unnecessary content in the payment form
• The required fields are marked with *
• Allow users to copy billing and express address (TickBox to achieve express address replication, same billing address processing mode)
• Provide technical support telephone at each step of payment
• Use cookies to record the contents of a shopping cart at any time, if the user abandons a product to add to the cart, save the previously reserved items to the next session
• Show steps with visual progress
• Use personalized recommendation/tag technology to identify user characteristics through product promotion code and hide this information from others

When I used the payment process for several sites mentioned earlier, I found that none of the visual progress shows, no personal privacy agreements and customer support calls (maybe they don't think the user can make a phone call while they're on the computer). And there's that I can't test personalized referrals.

But if there is a mobile E-commerce site that can contain all of the following features, I think it should be a perfect example:

Guest Payment Options

No one wants to be registered because of the need to pay, such people are moving the end more!

Barnes and Noble made it clear that registration was not necessary and implied that registering now would make it quicker to pay next time.

Sears2go also shows the benefits of registration and allows visitors to pay, but it puts the guest payment option in its prime position and renders it in a bold-text button. Sears thinks its users don't usually read this text, and the visitor payment button itself can explain itself.

Placing the guest in the top position can increase the user's conversion rate, because the user rarely assumes that he or she needs an account number or must have an account number before paying. So this assumes that the user wants to do the payment in the quickest way, and that's what the user is really thinking.

Ralph Lauren combines the login page with the first step of payment (billing and Courier address information input). This method can reduce the payment step.

Amazon's simple login form is part of online payments. This is actually mandatory registration, but you don't feel that way.

To reduce the number of user logons depends on the user remembering the message and password, but repeat customers often forget (users have to at least remember the email address to retrieve the password). Many simple registered accounts are difficult to combine with user information (a loyal user looks like 5 scattered ordinary users). This is a problem that both the Web side and the mobile side are facing.

Security assurances despite the "public" fear of mobile payment security (as discussed into our Multichannel 2.0 webinar), n One of these mobile sites had security assurances except for Amazon ' s link ' Why using a-credit card ' safe '

Security assurances

Even if you understand the public's doubts about the security of mobile-phone payments (as mentioned at the Multichannel 2.0 Online symposium), only Amazon still has a reminder link that says "Why use credit cards is safe".

Ask for email in the first step

The sooner users are required to provide e-mail in the payment process, the sooner they can trigger a message that prompts them to undo the abandonment behavior when the user discards the purchase. While the idea of tracking users trying to change their minds is controversial, it is a way for many retailers to salvage their business.

Of course, Amazon's first step is to ask for e-mail. The rest is required for another email after the Billing/shipping page in 8-10 required fields. This is because it gives some suspicious people a different way of contacting. B&n contains "Your email will be used to contact you about your order requirements", sears2go use "tell us how to send the order confirmation message to you". It would be more helpful if you could include a line of mail privacy agreements (for example, you do not want to share addresses or receive promotional emails). Unfortunately, Ralph Lauren does not have any security hints or even a routine check box for mailing lists.

The difficulty of perceiving forms

The longer the form, the more tedious the user is, and fewer users are interested in filling it out. However, most users can identify the required and optional fields with *, so the key is to use the *. It is often unwise to use unconventional text prompts, such as "* Bold is required" (which is bold?). ）。 Don't let users speculate.

Allow quick copy of billing address to shipping address

This is a standard process for new users, and repeat customers have the option of shipping addresses and payment methods, like Amazon:

The only thing that bothers the user on the phone screen is which button corresponds to which address to modify. A small triangular marker that points to an address that can be modified may be helpful. The wrong shipping address will cause big trouble.

A time-saving function of the Moosejaw station is when you enter the phone number in the first step, based on your area code and other relevant information, you can fill out the information on the billing address.

Estimated time of arrival

I mentioned earlier that the actual number of days to arrive is better than the "X-day" experience. It takes less time for users to think this way. of the 4 Web sites, only Sears2go made this statement:

Allow the order to be modified in the payment process

Many retailers, such as Amazon, want to keep their users focused after they enter the payment process, so they remove the navigation. But this leads to another problem, if the user wants to modify or increase the order at the last minute. Barnes and Noble allow users to modify orders, while Sears2go allows the user to cancel and return to the home page or back to the shopping cart overview. Amazon has a link to enter the shopping cart.

Provide an optional payment method/payment by telephone

I have not found these sites using any optional payment, such as PayPal's mobile payment, but Barnes and noble have been interesting in offering phone payment options. This is not a direct phone payment option, but a bit like providing a 800 phone call to book. When you complete the order, the user will receive a confirmation number (via phone and email).

Although placing orders on the phone is particularly risky, some users still feel that this is a safer way to enter than the credit card number. For Barnes and Noble, another problem that may have their headaches is that the user has made a single but not confirmed by phone call, causing the payment process to not be completed.

The final summary

By studying these mobile e-commerce sites, this series does not attempt to provide a perfect guide for practical reference, but rather to collect some observations based on observations. Keep in mind that I mainly use the iphone to experience these sites. The usability guidelines for most WWW sites do not apply to mobile networks, primarily based on device features and usage scenarios. My advice is to provide a friendly mobile site if your mobile strategy is part of your business (whether it's offering a transaction or a customer service). When you are designing a mobile site, always focus on your industry competitor's products and make sure you test your site on many different devices and let real users try it out.