The B2C Retail Benchmark Report from Episerver predicts mobile share of traffic will exceed 60% during peak shopping events. However, the report shows mobile conversion rates are still trailing behind desktop. So, why do so many retailers and brands see this gap between their mobile traffic and sales?

In a guide produced by UX and CRO specialists from digital marketing agency twentysix, we look at common user experience issues when it comes to mobile, unveil opportunities to optimise customer behaviour and influence motivation, as well as discuss the importance of understanding your customers to take the guesswork out of your experience design.

Here are 5 tips to improve your mobile shopping experience, and ultimately, improve your conversion rates.

1. Make your checkout as seamless as possible: Data shows us that mobile shoppers are often lost at checkout and users find filling in forms more difficult on mobile. Consider offering guest checkout options and efficient payment methods, such as Apple Pay.
2. Reassure your mobile customers: Design for reassurance and transparency in mind to motivate shoppers. At every step, ask yourself the questions your customers might have e.g. what will they charge me for delivery?
3. Be relevant: Avoid customers thinking your website and products are not relevant to them by displaying your main product categories on your homepage in an easy-to-scan form. On mobile screens, a clear value proposition, simple product category cards and text links attract attention.
4. Be recognisable: The mere-exposure effect shows when things feel familiar, they are more appealing. Make sure your search and communications strategies are aligned with your website, using consistent messaging throughout the entire customer journey.
5. Be personal: We’re more likely to respond to messaging and products that feel tailored to us. Use Customer Journey Mapping to understand your customers and where they are in their journey so that you can deliver timely, relevant content. 

It’s important to understand your customers as well as these wider trends. Consider gaining customer feedback and implementing research and testing to help you improve your customer journey and enhance your sales.

Download the full guide from twentysix here.