Abandoned baskets can be a huge problem for businesses, often due to a long or complicated buying process for the customer. The internet played a big part in creating a more seamless purchasing process, however, mobile takes that a step further.
Picture yourself in your living room. You don’t have internet access, but are watching television. An advert comes on with a product you’d quite like to buy. At that time, you aren’t in a position to purchase and may not remember to or want to put in the effort to buy when you are near a shop.
Picture the same situation, but this time you have internet access. You can pick up your laptop or go to your desktop PC and buy the product online. It’s a lot quicker and easier for you as the customer, but still requires a bit of effort.
With Mobile Internet
Now, picture the situation again, but this time you have a smartphone in your pocket and 3G access. On seeing the advert, you can quickly take your phone, open the web browser and go to the company website. You click to add the product to your basket and go to checkout. Here you are faced with long credit card forms. This is where a lot of basket abandonment can take place.
With Mobile Billing
Once again, picture the situation, you’ve seen the advert, have decided you would like to buy the product, open the company’s mobile site on your handset and clicked ‘add to basket’. This time, you’re offered the option of mobile payments and are charged to your mobile phone bill.
Mobile payments allow you to offer a slick payment process, which will reduce the drop-offs. The one downside is that the payouts for your business are often lower, however, the conversion rates mean you would get more purchases at a lower percentage.
As more and more businesses are aware of the need for a mobile website to adapt to the habits of their customers, it is important to consider the user experience when for those purchasing products or services from your mobile site. Mobile payments give your customers a better experience, reducing basket abandonment and increasing loyalty.
Image credit: Jason Howie via flickr
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