When you have a mobile commerce app, you want to increase conversion rate. The mobile platform is critical to your success and it’s important that you don’t treat it just like a website. When you spend more time in development and understanding how users interact with the app through in-app analytics, it will make it easier for you to focus on conversion rate optimization.
Before you can get involved with anything, you have to test the features. Conversion rate optimization is directly related to user experience. As such, you have to make sure that all of the features work the way that they are intended to. It’s a good idea to test the features prior to release as well as on a regular basis. By using the right analytics, you can also find out if there are bugs and get playbacks so you can see what’s actually going on in your app.
Obtain User Feedback
Users have a lot to say about the apps that they use on a regular basis. If you want to increase conversion, then you need the buy-in of users. Regardless of whether your app is for other businesses or for end-users, you need to obtain user feedback. This can be done by creating a focus group prior to going live with the app. You can also have an area on the app where people can share their ideas as to what they would like to see in the app – which can be incorporated into the next version that you release.
There are all sorts of ways to get user feedback. With various analytics solutions, you can also start to understand user behavior more effectively.
Apply Visual Mobile Analytics
In-app analytics will tell you more about how users are taking advantage of the app. When you have in-app user behavior analytics, you will have more information at your fingertips. Valuable data can tell you more about the ways to optimize your eCommerce app and ultimately increase conversion rate.
For example, mobile app heatmaps will tell you where people are tapping in the app. It will help you to improve the navigational flows so that people don’t get frustrated.
Make it Easy to Fill Out Forms
Forms are often difficult to fill out, especially on a mobile device. If you make it a long form for people to fill out, you will find that there are a lot of people who simply walk away. Your goal is to increase conversion and therefore you need to simplify the process.
Credits: Oleg Frolov
Don’t bother with drop downs or captchas inside of forms because it wastes time. You might also want to consider integrating social media so people can use their Facebook or Twitter account to log in to fill out some of the form, such as their name and email address.
There are two main reasons why people would be using a commerce app: to browse a product or to make a purchase. Either way, people are choosing to interact with your app and therefore you want to make it as easy as possible for them to accomplish this.
Credits: Alex Khoroshok
There are various usability factors to consider – be welcoming, provide offers, and be consistent. Remember that some people are going to use multiple devices to complete their purchase from start to finish. They might use their mobile phone to do the research and then their computer for the actual purchase. If you’re not consistent in your branding and overall layout from app to website, it could cause a significant amount of confusion – and your usability rating drops.