8 Tips: Improve Design & Increase Mobile Commerce Conversion

Real users reveal trends. KLI takes note.

As top retailers strive to increase their mobile presence KLI continues to launch studies
of all shapes and sizes to explore mobile trends. In the process our researchers are
gaining intimate knowledge about the general expectations of today’s consumer and
the love/hate relationship they’re developing with their favorite retailers.
As they shop on their smartphone or tablet “consumers don’t want to pinch and drag
screens around and accidentally click unintended links. They don’t want to be
autocorrected or type in 16-digit credit card numbers” says Rebeca Lergier, Sr. User
Research Director at KLI. “They’re seeking simplicity; automatic detection, visual cues,
one-click checkouts… We’ve gotten to the point where we can see pain points a mile away.”
Considering that many retailers have yet to optimize for mobile but a majority plan to in
the next 24 months, we’ve identified the most common pain points and created a list to
improve mobile properties from their inception.

10 reasons why to conduct remote automated usability testing

10) large sample size will give client statistical validity to decisions about what features/interactions with the site require attention

9) Unlimited geographic reach allows you to get information from users’ regardless of their location

8) Users do these tasks at home in their own natural environment

7) While using your analytics tools you may get input as to how a user is navigating a site, you don’t get feedback as to what specifically is frustrating them or what can be improved. Some travel sites originally had a sign-in process that was required before showing users the price for a cruise. One VP of Sales argued that this was helpful for getting the call center to follow-up as well as sending emails. However, that site experienced a large drop in conversion during the time they had that implemented. A competitive study revealed that removing this would boast their online conversion by over 60%. The sign-in process was removed and when a longitudinal study was ran, the lift on customer experience satisfaction was over 20% and sales was reported to have increase by a whopping 63% in online sales that month.

6) For companies that are in their redesign process, then competitive research can help with reducing future development costs. One financial company I consulted had to scrap an application they built because they found a fundamental flaw during the UAT testing rather than early on during product development.

5) Get answers to what it takes to acquire new users of the site. Some companies like to differentiate themselves by making customer experience a competence, not a function. Hence, optimizing the site reinforces the brand with every interaction. A large retailer achieved 67% more repeat customers the year they started to integrate usability testing into their development.

4) Increase efficiency of users by streamlining processes. A study with one of the large online retailers showed that adding a “heavy footer” to their site helped users find what they needed more quickly and hence over 50% returned to make additional purchases during that season.

3) Starts you down the course of building “experience-based differentiation” where besides making incremental changes to improve the customer experience, product groups create a road map to get the competitive advantage based on customer feedback rather than feature management

2) Develops an outside-in approach which can help many companies make key decisions based on the voice of the customer rather than a very limited (and sometimes inaccurate) view of small sample of customers or internal silos

and #1) …if you pick KLI to conduct your research you will have a highly qualified team that have been cherry picked and will work hard to get you actionable results!