We sit on our couches and buy, replace or return things in a click’s time. Isn’t that panacea to binge visiting the brick and mortar stores on the lookout for the best deals? Sure thing.
And the cherry on the top is Mobile e-commerce!
Mobile e-Commerce will have covered a whopping $163 billion in global sales by the end of this year. It implies that more than 80% of the users opt to buy through their preferred retailer’s Mobile Applications rather than through their desktop websites.
Why do they do that?
The answer lies in the counterproductive situation.
Why shouldn’t they go for something that’s consequently making their customer experience more refined saving them time and shitload of money? They definitely should! And they have been doing it in pace with people in business investing lump sums into developing a perfect UI mobile application for better user experience and Mobility design.
Where most Apps are flourishing, many fail to establish a presence on the web, turning out to be every businessman’s nightmare.
So the question here arises, why do most e-commerce applications fail? Or say you’ve recently developed a mobile application for your growing business, what are chances users will pick your App over the rest in the vast ocean of Mobile e-commerce?
In most cases, an App gets launched with a huge fanfare, then fizzles out in a while, or gets downloaded and deleted later due to rare usage.
There can be several reasons to this:
- Complicate functions
- Drab and Boring content
- Inadequate Promotion
- Sleazy Marketing tactics
These are all the secondary reason for the failure of your app; there’s a primary reason to this, A bad User Interface!
So what do we call as a good UI?
A good user interface is more inclined to make the user’s interaction simple and efficient. Users appreciate interesting apps with intuitive user interfaces that guide them towards their task in the most engaging style. In the modern era, where a huge number of businesses depend on the Internet for their survival and success, a clean and efficient User Interface plays a prominent role in App development.
A poor UI design drives away visitors to seek a more reliable Application. Every single second a user spends on an App is directly accountable to the usage of a good UI. User experience (UX) emerged as a critical part of App development that focuses on human engagement and expertise. A strong UX design is a mixture of cognitive psychology, skillful graphics, and relevant content.
Pre-Requisites of a Good User Interface
There is a precise question you should be asking yourself before jumping on the bandwagon blindly:
- How do my consumers like to be interacted?
- What motivates them to buy?
- What is the best way to keep them engaged with the app, again and again?
There are some aspects to always keep at the forefront when addressing above issues:
Layout of Products and Services
The first thing a User will bounce upon when he opens your App is a catalog of goods. The screen size of a mobile is much lesser than a desktop or laptop, so you’re restricted to how much content you can display on one screen.
1. Let your Menu be Simple and Neat
Every Additional Element on the products list diminishes user’s ability to take quick decisions. Reducing the number of items in your list can largely influence your conversion rates when there aren’t too many redundant choices for the users. There should be a certain visual appeal and neatness in the hierarchy of the Menus.
By applying color, contrast, texture, pattern, position, and size, you can organize elements on a page so that users spontaneously discern which object is the most important.
2. Increase the Size of the Items
In e-commerce, fewer is often better. Our attention spans are very short, and we cannot aptly take in a large grid of articles at one time. A study about e-commerce conducted by Visual Website Optimizer showed that growing the size of product images can improve conversion rates by as much as 10%. A consumer is more likely to be blown away by a smarter and a bigger image rather than too many images stuffed on a single page.
3. Arrange the Filters in An Optimal Way
Filters also contribute in persuading a customer to come up with a final buying decision. There are two categories of filters on any e-commerce website. One is a broad range filter, dividing the classes into Men’s, Women’s, Kids and Utilities. Other is unique to each class and includes price range, color, material, type, sizes, etc. The challenge here isn’t to define filters, but place them in a way to trigger overall sales.
It is seen that the design, the color and the location of the buttons of the successful mobile apps make it arguably the most compelling to click. A price button is always brighter because customers are more inclined to click it first. Price is then followed by size, color, and materials in the order of significance. Such filter is simpler and easy to use.
4. Minimize the Number of Images
The expectations of mobile app users, particularly the shoppers, is that the app screens load quickly. If that doesn’t happen, your customers will as quickly leave as they came. It’s as simple as that. We all know that that is just not possible as not everybody has access to super-fast broadband.
A good way to ensure that your app loads as quickly as possible is to reduce the number of heavy high-resolution pictures you use on the screen. One would be enough.
5. Let Customers Know Where They Are
Once the customer starts navigating through your App, keep him notified of the progress he has made or in other words keep a progress bar at the top to let them know how many more pages do they have to go through before making his purchase. Let them add their favorite products in the wishlist as they go about shopping more.
What elements in UI design will trigger your sales?
1. Shopping Cart
The shopping cart is the next thing your customer will move to after browsing through their favorite items. And they’re more likely to refrain from buying here if they come across any complication. Make sure your shopping cart screen has the right color to size combination. Ensure that you have “buy now” and “add to cart” buttons well placed against plain backgrounds, distinctly visible.
2. Check Out Screen
Avoid Lengthy checkout method. Most customers are reluctant or find it cumbersome to provide their details in the process of signing up. So it’s best to keep your checkout process quick and simple. Make sure that they can complete the purchase as quickly as possible. The next wise move after filtering the products is to move a user’s attention to the “Add to Cart” button. Making the crucial buttons stand out against the background is essential. You can accomplish this in several ways: by focusing on the button’s size, color, transparency, or position on the page.
3. Positions of Buttons
Make sure you place the crucial buttons at the right places. The Add to Cart button and the move to wish list buttons should be located at thumb friendly zones. With larger screens the area for thumb friendly zone decrease, so make sure you formulate the button positions accordingly. Use pleasing colors that give out positive vibes to the customers. Green symbolizes prosperity and positivity, which makes the usage of green buttons more fruitful and prominent, paving way for a successful mobile app.
4. Payment Gateway
Customers look for versatility in payment choices. Besides quick and safe check out, they look for an easy payment gateway.
Why do most Apps have Apple Pay and not some more traditional payment options?
The reason is that Apple Payment gateway requires lesser steps for a consumer to finish the purchase. Customers don’t have to write in all their credit card information, card number, expiration date, etc. Paying with Apple Pay needs only opting a credit card and pressing the home button to process the transaction with the Touch ID.
Ensure Consumer Data Security
As an online retailer, the security of your consumer data should be essential for you, make sure the app you develop is safe and secure to access and does not breach the safety of the data. Your brand name and reputation entirely depends on this factor.
Every customer wants a secure gateway to shopping; nobody would want to risk their information at the stake of shopping some petty things. Even if you have a first class customer service, an insecure App will never produce the desired outcomes.
Besides everything else, there are certain things that you should never let happen while designing your application. Let’s find out what they are:
- Building your App on Multiple Platforms – There is a surge of competition in Google play and Apple store. It is most likely that you will double your development and maintenance costs by having to change features on the both the platforms. So it is wise to build your App for one platform first and abstain from the overhead of spending too much on the maintenance costs.
- Incorporating too many features – Users use new apps for a very short time span. Incorporating too many features will drive away users, as the features may make the app it complicated. Today if you give your mobile phone to a three-year-old, he will be able to operate it. Such should be the ease of your App. Find ways to validate your App and launch quickly. Incorporate necessary features on the main screens and the rest of the inner screens.
- Insufficient marketing – As a businessman, you should portray an image of a leader, assistance to helping your clients find right deals rather than a picture of a nagging salesman. Make sure people know that your App exists and how beneficial it is going to be for them. You can send push notifications, gifts, coupons and discounts to your customers and keep them informed about the offers through emails and SMSs.
- Not releasing updates – Not releasing consistent updates will have your users deviate away from the domain. So the next important aspect is to release regular updates. There will always be a set customers who are not satisfied with the performance of the App. You should release an update to inform audiences after fixing the bugs and resolving the issues.
Running a business has never been a piece of cake, but having practiced all of these strategies in designing, implementing and launching your eCommerce App, you are on a surefire way to experience an upsurge in your revenue figures.
With a lot of hard work, devotion, and commitment you can expect your app to hit the market with a ‘BANG.’ As a novice, entrepreneurs must generate new and innovative ideas to have their business running smoothly. An established mobile app development firm can provide professional strategies and advices to entrepreneurs and can make the whole procedure so much easier for them.