The cost of losing customers at checkout is a lot higher than you might think. Baymard reports that ecommerce sites can increase their conversion rate by 35% solely through a better checkout design. This increase in conversion rate translates to $260 billion in lost orders. Have you considered how many orders you are losing to standard design checkout flaws?

Amazon Pay recently commissioned a new mobile research study from the Baymard Institute examining the ways customers interact with a mobile checkout experience. To help you create the best experience for your customers, this month’s 10in20 is focused on simple solutions you can start acting on today to optimize your mobile checkout.

What is 10in20?

It’s a monthly series where we cover one topic in 10 questions, points, or ideas, and we do it in 20-minutes or less. Why so short? We recognize your time is precious; we have condensed our thought leadership webinar series from the typical hour into 20 minutes.

10 ways to reduce mobile cart abandonment and increase conversion

As you look for ways to create convenient shopping experiences on behalf of your customers, we’ve developed a short list of 10 ways to retain mobile shoppers during the checkout process. Here’s a recap of the main points from our webinar:

  1. Make ‘Guest Checkout’ the most prominent option at account selection, and hide username and password fields until the user selects the ‘Sign In’ or ‘Create Account’ option.
  2. Provide appropriate touch keyboard layouts for select fields — such as the email, credit card, and zip/postal code fields — to help users quickly and easily type their information.
  3. Facilitate easy typing and verification of the credit card number by auto-formatting the card number with spaces that match how the number is printed on the user’s physical card.
  4. Format the credit card expiration date fields to match the format seen on physical cards.
  5. Help users understand where they have been and where they are going in the mobile checkout flow by providing a progress indicator at each checkout step.
  6. Avoid displaying unnecessary and often redundant fields by setting the user’s ‘Billing Address’ to equal their ‘Shipping Address’ by default.
  7. Provide users the data they need to make an informed purchasing decision by providing the total order cost before seeking payment information.
  8. Help users distinguish between the order review and confirmation step by including a second ‘Place Order’ button at the top of the order review step.
  9. Avoid forcing users to retype duplicate information by asking for the same information only once during checkout and by reusing that information when necessary.
  10. Provide users with at least one third-party payment option, in particular if catering to international users.

Q&A

Q: Will you be sharing the recording of this webinar?

Yes, we'll have the recording available on our blog at pay.amazon.com later this week! We will also send a follow-up e-mail with a link to the recording.

Q: Why prioritize mobile optimization over other channels?

Mobile’s share of ecommerce sales continues to grow around the globe. Statista projects that by 2021, mobile commerce will account for 73% of retail ecommerce purchases worldwide – up from 59% in 2017. Emerging ecommerce markets in mobile-first economies are a large driver of this trend. If you are considering where to place your bets for the holidays and the coming year, this is one place to start.

Q: Where can I go to find more information or dive deeper on optimizing out checkout for mobile shoppers?

As part of our follow-up after the webinar, each of you will receive a link to the recap of this webinar, including a link to download the full Baymard mobile optimization research report. In the report, we go deeper into each of the ten tips we have included here.

Q: Is this research global, or relevant to a specific region?

The findings presented here are based on Baymard Institute’s nine years’ worth of large-scale testing of e-commerce checkout flows using the following test methodologies including; 1:1 moderated usability testing, large-scale eye-tracking checkout study, two rounds of checkout benchmarking with 6,000+ weighted checkout UX performance parameters and seven quantitative studies with a total of 9,221 participants.

Q: Do you have insight on how to optimize the overall checkout experience beyond mobile?

In March, we provided a webinar with ten actionable tips for optimizing your overall commerce checkout. We’ve commissioned research on ways merchant can optimize their checkout experience whether you are on desktop or mobile.

Q: Is Amazon Pay designed only for mobile and web payments?

Amazon Pay offers an easy way for customers to pay across channels, whether they are purchasing on web, mobile or with their voice with Alexa. The good news is, when you offer Amazon Pay at checkout, your offering a familiar experience that hundreds of millions of Amazon customers know and trust.

Q: Another related question -- as the way shoppers discover and purchase products evolve, how can we support a more connected experience (even beyond mobile and web)?

As we mentioned above, voice is another way to meet your customers where they are, as shoppers continue finding and purchasing what they love across multiple channels.

Merchants offering Amazon Pay can quickly integrate voice into their ecommerce offerings with Alexa’s delivery notifications capability – further opening up an opportunity to leverage an Amazon channel. This comes at a time when research show that more consumers are interested in using voice for checking delivery status in the next 3 years.1 Now merchants can use Alexa to let their customers know when their order has been delivered, when they want, and in a natural, contextual, trusted way.

There are a number of benefits for you and your customers -- proactive shipment delivery notifications, less customer support required with fewer customer service inquiries for checking delivery status, brand differentiation by becoming an early adopter of voice commerce with Alexa, as well as a simple and straightforward API, enabling a faster integration. 

Q: How do I take part in Amazon Pay’s Prime Day next year?

First, make sure you have Amazon Pay enabled on your checkout. Then reach out to us at AskAmazonPay@amazon.com to let us know you are interested.

New mobile optimization research

Save the date for our next webinar on September 18th. In the meantime, you download our new Mobile optimization research report from the Baymard Institute to learn 10 ways to retain mobile shoppers during the checkout process.

 

1 Source: Amazon Pay Connected Commerce Survey conducted in April 2019 among 1898 consumers in the US. Question: “In 3 years, how likely are you to use voice services for the following activities?” where 1= Not at all likely, 2= Somewhat unlikely, 3= Neither likely nor unlikely, 4= Somewhat likely, 5= Very likely. Number represents the proportion of consumers who rated somewhat likely or very likely on ‘Checking delivery status’.