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3 mobile eCommerce experiences that get it right
Whether it's shopping while scrolling or strolling (or dual screening), the truth is people are increasingly using their mobile phones to buy things.
Here in Ireland, almost a quarter of people use their smartphones when making a purchase. It is a number I expect to see grow sooner rather than later. Our comfort levels with using our mobiles are definitely shifting. In the first half of 2024, internet banking or mobile banking (including PayPal, Revolut, Apple Pay, etc.) and instant messaging tied for the second most popular internet activities in Ireland. As we do more on our phones — other than just searching and watching videos, they will become the de facto device of choice.
And when we look outside Ireland, that picture is already emerging. According to one report, 36% of online spending is on mobile, with 53% of respondents preferring to shop on their mobiles.
However, and this is where it gets interesting, 40% said it's difficult to do.
Clearly this presents a massive opportunity for brands — to both push mobile more and, importantly, to make the CX better.
Brands offering a great mobile CX
Having recently fallen down a bit of a rabbit hole, which ultimately ended up in me making a purchase while I was scrolling through my Instagram feed, I can tell you that some brands make it very easy.
So, who do I think is getting it right and why?
Nike.com — Keeping it simple
I know I'm stating the obvious by saying keeping it simple is the key to a great mobile experience. However, it's shocking how complex many mobile websites and app designs are. Nike.com delivers a mobile experience that is both easy to use and very clean in its visual aesthetic, which I particularly love. It follows the basic rules of UX design for the mobile use case and leverages the latest technologies to ensure the user has to do the least amount of thinking and clicking.
What Nike gets right
- Simple navigation — The menu is very streamlined, with clear, essential options.
- Clear calls to action (CTAs) — The essential CTAs are prominently displayed with clear, intuitive labelling. As a rule of thumb, I suggest limiting your number of CTAs to ideally only one or two.
- Minimal steps to complete purchase — Their forms and checkout processes require minimal effort.
- Biometrics for authentication — they offer secure logins using facial recognition, eliminating the need to remember passwords or PINs and creating faster, smoother interactions.
- Multiple payment choices — With options such as Apple Pay and Google Pay you can pay with a simple tap or double-click. There is no need to enter bank card details or PINs, which makes the payment process feel (dangerously) effortless.
The ultimate goal, of course, is to encourage a purchase. So what these sites get right is that they have made it convenient and easy. And that's probably the best place to start.
Take a look at what your mobile experience feels like today — walk or tap in a customer's shoes (fingers?) and see if there are ways you can improve your CX.
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