Have you ever wondered in which way consumers are motivated to shop? How do they make their decisions? What aspects would be fundamental for a customer to effectively purchase on your website and complete all the stages till the end? Will they come back? Or will they recommend your website to others?
Compared to stationary computers the conversion rate of mobile purchases is still lower. One major reason for this is the cumbersome data input. The customers are more likely to feel irritated and simply cancel the buying process. In order to change this, retailers have to react: in many cases they miss out on revenue by annoying their mobile customers with multistage checkouts.
Further numbers from the ibi Research survey “Success Factor Checkout Optimisation” reinforce this impression: despite the increasing use of mobile devices, nearly half of the retailers aren’t prepared at all. 44 percent of retailers optimise their online shops for tablet users and 42 percent for smartphone users. 33 percent are still planning their mobile optimisation.
Once you’ve successfully lead a customer through the customer journey to the shopping cart, things can’t go fast enough. The customer is at the checkout, so nothing can go wrong right? Wrong! There is no other explanation for purchase break-off rates of up to 68.06 percent. Apart from page loading times, trust in the shop, the selection of payment systems and shipping rates all play a role here.
Shop operators don’t just have to take care of usability, a functional internal search or the perfect check-out when it comes to raising conversion rates. In e-commerce, as in every other area of life as well, emotions play a decisive role. Spontaneous purchases are initiated by a certain feeling. For instance, you can create feeling about the price: joy at finding such a good offer. Feelings are also triggered by colour. Red creates a different emotion to blue or green.
Colours are one of the few stimuli in e-commerce which speak directly to the senses. Apart from the basic colour, the colour scheme of the navigation bar and other controls is important for emotional customer address. White or light grey for instance, stands for seriousness, while the colour red draws attention. But can colour really raise conversion rates?
In order to avoid potential customer uncertainty, there has to be the possibility to quickly make contact. Legally, every shop operator has to display their contact details on the masthead at least. So why not place a telephone number or email address prominently on the page for easier contact?