Tencent ECD: Better design of mobile payment process

Translator Note: In E-commerce, we found that the user in the payment link is very high, the payment process user experience is a vital link. This article describes some of the mobile-end payment process methods, how to make our payment process more user-friendly. Spare time to translate this article to share with you, if you find any mistakes, please feel free to give correction.

Original address: Designing-a-better-mobile-checkout-process

Data show that more and more users have a tendency to use smartphones for payment. "Do these users want to complete a purchase on a mobile device?" The question was quickly answered. U.S. mobile E-commerce sales surged 81% in 2012, creating a 25 billion dollar market.

It's worth noting that only a fraction of these deals have come from app. According to the survey, 61%-81% of users are more likely to do shopping on the Mobile Web page: Research goods and prices, view the details of the goods, participate in promotional activities, order and pay. They are more likely to shop in browsers (to get a seamless experience between browsing and payment links) than apps that are independent of each other.

Let's take a closer look at some examples of the mobile end checkout process.

　　1, Keep only Important information

We may have answered many annoying questions, such as "How do you know us?" Such problems may be useful to businesses and have no effect on consumers. Then these consumers need to pay hard earned money, they also have the power to decide whether to close the page.

Although these issues are less important on the web, they are fatal on the mobile side. Let's take a look at two examples:

On the left is a responsive mobile payment process designed by Moby, which reduces unnecessary information and retains only the necessary information. Successfully aggregated the entire payment process into one page.

On the right is Kayjeweler a simple experience becomes very tedious. A total of three pages, showing a lot of unnecessary information, such as "Evening Phone" and "mobile phone number" Two useless information, the address bar into three columns (rather than only a zip code column), but also require users to repeat the e-mail address.

　　2, allow checkout as a guest

Providing guest identity payments should be a standard practice in the media (although 24% of e-commerce sites do not), especially on the mobile side. Statistics show that if users have to establish an account and confirm that they may not be able to complete the order, this is sometimes very shocking. It is reported that a merchant deleted the "registration" button, saw a leap in sales of 300 million dollars.

Burton began hedging bets on the checkout process, offering three options to users: "Login", "Create Account" or "Guest checkout." ”

　　3, leverage Mobile User interface elements

Fandango has a fluent mobile payment experience. A big reason is that it is good at using the advantages of the media, more use of touch devices, users can use more easily than typing.

Fandango desktop-side UI and mobile-side UI

Fandango's desktop version of the UI (left) provides users with a typical Drop-down menu to select the number. On the mobile UI (right), they are provided with an incremental selector (also with input options), and a faster choice of quantity.

　　4, eliminate distractions, not content

Once the user arrives at the paid page, they obviously have the will to buy the product. This time, the site has switched from a salesperson to an order fulfillment center. Thus, the paid page should remove extraneous information that affects the user's attention.

When you're shopping on Amazon, you'll notice a closed payment strategy, where the page goes beyond the standard headers, including menu links and search bars that may drive users to other places, and the payment page can be made easier on the mobile side.

Once the user comes to the Dillard Payment page, their only escape pod is the logo in the upper left corner.