What Do Mobile Shoppers Want? More Payment Options, More Convenience

What do customers want? Payment convenience and an easy mobile experience—and these two preferences are intertwined. A new global study by MasterCard shows that, among other things, consumers want more merchants to accept mobile payments, especially in the travel and fashion sectors. They also want more in-app payments and an easier mobile shopping experience. Let’s take a look at how businesses that cater to consumers can make the most of this information.

Provide mobile payment options

Designer bags and wallets are nice, but it turns out a fair number of shoppers would rather leave them at home when they’re on the road. MasterCard found that’s especially true of online shoppers in the US, Europe, and the Middle East and Africa. By accepting digital wallet payments online or in-store, your business can win over these customers and earn their repeat business.

Accept payments in your store’s app

Shoppers chatting on social media about online shopping showed a strong preference for in-app payment options. In-app checkout cuts the number of steps, the number of screens to load, and the amount of time it takes to complete a purchase compared to being redirected to a checkout process outside the app. Studies have shown that shoppers are more likely to see a purchase through when the process is seamless; integrating payment acceptance into your shopping app smooths their way.

The MasterCard survey also found that US and Canadian consumers have the highest conversion rates worldwide using digital wallets and in-app payments. Fashion shoppers are the most vocal about preferring these options, but they aren’t the only ones. US shoppers in general insist on convenience, so the features that fashion consumers want now will soon be expected by shoppers in other categories.

Besides making mobile checkout easier for your customers, you’ll want to make the entire mobile shopping experience easy and quick. Mobile-first shopping is gaining ground, and 62% of shoppers surveyed for UPS said they use their mobile devices for the entire shopping process: search, research, and purchase. Like all of us, they’re going to follow the path of least resistance when it comes to using shopping apps.

Make your mobile site or app navigation as easy as possible

Then make it easier. More than 90% of shoppers surveyed by Redshift earlier this year named easy navigation as the most important feature when shopping on a mobile device. Make your mobile pages load quickly, and make sure they feature high-quality product images and easy-to-scan customer reviews and product information.

Then go one step further and think about how your customers actually shop. Diapers.com has won a lot of attention for the ways its mobile app caters to new parents. The app is designed for one-handed navigation and checkout (presumably, while a new parent holds the baby with the other hand). The app also holds items in the shoppers’ cart and displays them on other devices the accountholder uses—perfect for those times when a parent starts shopping for wipes on a laptop and ends up completing the purchase in the daycare pickup line.

How much impact does this fine-detail focus on customer habits make? A Diapers.com spokesperson told The Atlantic that half of the sites purchases originate from handheld devices, compared to 25% in 2013.

The bottom line: When it comes to mobile shopping, customers expect a mobile experience that helps them locate, research, compare, and purchase what they need quickly.  Your app or site design and your checkout processes play a big part in that experience. To learn more about checkout integration and online payment processing for your business, give us a call at 1.866.290.5400 or send an email to sales@forte.net.

Photo credit: Jan Vašek

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