Many Australian SMEs are missing out on sales because their mobile checkout experiences aren’t up to scratch. With mobile commerce continuing to grow – and forecasts suggest it will represent over 60% of online retail by 2027 – a smooth, streamlined mobile checkout isn’t just nice to have, it’s essential. We see too many businesses losing customers at the final hurdle due to unnecessary friction. Let’s look at how to fix that.
The key is understanding how mobile users behave differently to desktop shoppers. They’re often on the go, have shorter attention spans, and are more easily distracted. This means simplifying the process is paramount. Here are a few areas we recommend focusing on:
- Reduce Form Fields: Ask for only the absolutely necessary information. Every extra field increases abandonment rates. Consider using postcode lookup to auto-populate address details. Guest checkout options are also crucial – forcing account creation is a major turn-off.
- Optimise for Thumb Reach: Design your checkout buttons and fields so they’re easily accessible with a thumb. Large, clearly labelled buttons are vital. Avoid small text or elements crammed too close together.
- Embrace One-Page Checkouts: While multi-step checkouts can feel organised, they add friction on mobile. Consolidating the process onto a single, well-designed page can significantly improve completion rates.
- Offer Multiple Payment Options: Australians are increasingly using ‘buy now, pay later’ services like Afterpay and Zip, alongside credit cards, PayPal and even mobile wallets like Apple Pay and Google Pay. Offering choice builds trust and caters to different preferences.
Don’t underestimate the power of clear progress indicators. Showing customers where they are in the process – and how many steps remain – reduces anxiety and encourages completion. Regularly analyse your checkout funnel using tools like Google Analytics to identify drop-off points. A/B testing different layouts and elements is also crucial for continuous improvement.
Optimising your mobile checkout flow isn’t a one-time task. It requires ongoing monitoring and refinement. By focusing on simplicity, convenience, and trust, we can help you convert more mobile visitors into paying customers and unlock significant revenue growth for your business.
Your next step should be to conduct a mobile usability audit of your current checkout process. Identify the pain points and prioritise improvements based on their potential impact on conversion rates.
