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The mobile product page experience

Most online traffic is directed to mobile websites, yet conversion rates on such sites are low, despite the fact that 72 percent of eCommerce sales are generated by mobile customers. Nowadays, having a mobile-friendly website isn't enough; brands must have a mobile-first website.     In this chapter, you'll learn about the latest mobile shopping trends and how to develop high-converting mobile product pages that provide your customers with a smooth m-commerce experience. 

Mobile shopping trends to keep in mind 

A move from brick-and-mortar shopping to eCommerce and from eCommerce to m-Commerce was expedited by COVID-19, a pandemic that had been brewing for several years. Brands will need to adapt to provide customers with a frictionless shopping experience as more and more people buy groceries, basics, wellness products, and more via their mobile devices.     Mobile commerce is expected to account for more than 70% of all eCommerce sales by the end of 2021, according to Statista. Does your brand have what it takes to succeed?     Here are five key mobile shopping trends to keep an eye on in the coming year... and in years to come.   

Consumers want more payment options 

Providing customers with a wide range of payment choices increases the likelihood that they will buy from you. Paying in installments is an option for those who don't have or don't want to use credit cards, such Sezzle or Klarna. Customers' need for a more personalized shopping experience necessitates the development of new payment methods. 

Omnichannel shopping experiences boost conversions 

The more brands that can meet their clients where they are, the more customers they will be able to convert. Stores hurried to get their inventory online or offer in-store and curbside pickup during COVID-19.     Whether your store is located on Main Street, an app, or a website, giving customers a variety of options for where and how to buy increases the likelihood that they will make a purchase from your business. 

Video is making m-commerce more visual 

The more brands that can meet their clients where they are, the more customers they will be able to convert. Stores hurried to get their inventory online or offer in-store and curbside pickup during COVID-19.     Whether your store is located on Main Street, an app, or a website, giving customers a variety of options for where and how to buy increases the likelihood that they will make a purchase from your business..     QVC-like live shopping experiences are becoming more common on smartphones because to platforms like Instagram Live Shopping and native apps. The explanation for this is simple: over three-quarters of consumers are more likely to buy a product after watching a product video. Adding video to the shopping experience is a no-brainer given its proven ability to engage and convert customers. 

Product recommendations are getting smarter with AI 

Algorithms with the most intelligent product recommendations are more likely to convert customers than those with less intelligent algorithms. AI-powered suggestions help you build stronger relationships with clients since they continually improve their recommendations based on the data they collect throughout the customer journey. 

Mobile shopping app use continues to grow 

When it comes to smartphone apps, we've long held that they are the future of m-commerce, and businesses are starting to follow suit. In fact, our businesses see three times as many conversions on mobile applications as they do on mobile sites. Why? 
  • Push notifications mean higher engagement: On a daily basis, people use their phones for an average of four hours. Sending promotions, cart abandonment notifications, or order updates are all possible using push messages. 
  • Easier payment process means higher conversions: Customer information can be stored in an app, which eliminates the need for users to enter it each time they want to make a purchase. 
  • Better overall performance: If a website takes longer than three seconds to load, 40% of consumers will leave the page. Faster loading times (apps are 6x faster than most mobile sites) and improved performance are the result of app design. You can increase customer retention by up to 80 percent by using a native app in addition to the 5-second checkout. 
The COVID-19 epidemic is causing a surge in mobile commerce right now, but this trend will last for years to come. In this period, brands that offer customers a mobile shopping experience that is unique and engaging will be able to acquire new customers and transform them into long-term customers and brand supporters. 

Best practices for mobile product pages that convert well  

In your mobile purchasing experience, the product pages are the most crucial pages. There, you'll find your customers converting — or failing to convert, if your pages aren't mobile-friendly.     Conversion-friendly design is essential for product pages whether they reside on a company's web site or mobile shopping app. If you use a smartphone, you'll notice a difference in how it looks than on a computer.     In order to provide your customers with a seamless and pleasurable m-commerce experience, use these five best practices for creating high-converting product pages. 

Put visuals front and center 

Customers need to see your goods before they buy it or even learn more about it. There are many other types of product graphics you may use, but the first thing a buyer sees when they land on your product page is either a video, static image, or a gif.     Everything that you need in terms of images should be top notch, no matter what. If a customer uses their smartphone to zoom in on a certain feature of your product, you want to make sure that what they see makes them want to purchase your product.   

Make use of the touchscreen 

As a result, many users are habituated to using mobile gestures like tapping, swiping, and pinching to navigate their devices. Product pages that are more mobile-friendly include more of these elements in their design.     Use swipes, taps, and pinches to give customers more control over their shopping experience.   

 

Put your buy button above the fold 

Before making a purchase, some buyers may prefer to read your comprehensive product description in its entirety, even if it takes them a few extra scrolls. In the meantime, what about those buyers who already know they want to purchase it? You need a prominent buy or add-to-cart button above the fold because they don't want to scroll. 

Save data for logged-in users 

In this example, let's imagine a consumer is browsing your online store on desktop and adds a few items to their shopping basket. It's then that they receive an urgent phone call and have to leave the house to pick up a takeout order right away. They get a cart abandonment text when they're in line to collect their food, so they come back to your store to finish their order.     If they were shopping on a desktop, all of their billing and payment information is already in place.     Scenario 2: They'll have to go back and find everything to put in their basket, or they'll have to manually enter their payment card information while they're standing in line.     Is there a better scenario that will lead to a sale? Be aware that customers utilize a variety of devices when they're shopping. You're more likely to keep them on the path to purchase if you can store more information about their customer journey.   

Use icons for product options 

If your products come in a variety of colors, sizes, flavors, or other alternatives, you need to make the most of the space you have available when developing mobile product pages. The less space you need to use and the more information you can fit on a single page, the better off you'll be able to present the possibilities.     You don't want to force customers to select from a drop-down or list to see a product's color options, for example, because that's a cumbersome and time-consuming process. Because they can see it, customers are more likely to act faster when presented with visual icons rather than text. 

Conclusion 

The mobile shopping experience differs from the desktop buying experience. It's not enough to have a responsive design for your product pages if you want to turn mobile users into consumers. Making ensuring your product pages are mobile-first is worth the time and effort because it will make or break your business.   
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