Global eCommerce did $3.54 trillion in 2019 and will hit $6.54 trillion in 2022.
As you’d expect, savvy webmasters want a piece of that cake, and they’re betting on Magento for the treat.
Behind WooCommerce, which has an 18 percent market share, Magento is the second most used eCommerce platform at 12 percent market share.
Albeit, Magento development services are currently experiencing fast growth. The platform is growing three times faster than its peers.
From 2016 through 2020, Magento’s merchant base would have grown by a whopping 200 percent. A mild estimation if you consider that it grew by 100 percent from 2017 through 2018 alone.
More so, Magento is currently the number one B2B eCommerce platform.
However, not everyone has it rosy with the platform. Magento mobile app developers and designers are making mistakes that cost them conversions and profits.
Let’s explore these errors and their fixes.
1. Stuffed UI and Poor UX
Image Credit: Rob Hampson
Clutter can kill your Magento mobile app design before you even get started. So, keep the design simple.
When shopping online, people spend about four minutes on mobile. But they spend five minutes or more on desktop.
Hence, you have minimal time to make your mark on a potential shopper. Don’t kill your chances with clutter.
Albeit, you don’t want to create a bland design. That’s counterproductive too. You need to balance things.
Specifically, you want your app users to enjoy an interactive experience that leads them to make a purchase.
So, how do you strike a balance? How do you achieve an interactive user interface and avoid clutter? How do you design user experiences that get the click?
Here are a few industry best practices you can use.
The Design Should Support Double-Tap and Pinch-to-Zoom
In one study, The Baymard Institute found out that 40 percent of eCommerce sites didn’t offer zooming features like double-tap or image pinching. Consequently, those sites experienced high bounce rates.
According to the study, even sites that gave close-up versions of their product images, but didn’t support zooming gestured suffered poor conversions. Another issue is using low-resolution images; they are equal to nothing as users can’t see a product’s details.
More so, expert Magento developers and mobile app designers indicate clearly that zooming features are present. The Baymard Institute study figured that 50 percent of apps that offered the feature didn’t indicate that they did.
Support the “Save Item” or “Save Shopping Cart” Feature
Although mobile devices drive the most traffic to an online store, buyers return to their desktops to complete the purchase. That’s where a “Save Items” feature comes to play.
Building the Save Cart feature – Perpetual Shopping Cart – into your Magento eCommerce app can come handy in many instances. About 64 percent of retailers said it was a useful feature for their businesses.
Sometimes shoppers are not ready to purchase yet; they want to save the cart for later. According to eMarketer, that’s the case with 56 percent of shoppers.
You also want to send reminder emails at intervals to these shoppers to complete their purchases. More so, you want to put a reminder display on their desktop to encourage them to complete.
Design for the Thumb
About 75 percent of mobile phone users rely on their thumbs when interacting with their devices. So, your mobile site design should align with that user behavior.
Designing with focus on the thumb boosts conversion, improves user engagement, and makes navigation easy. More so, you want your design to put critical user elements in the Natural area of the “Thumb Zone”.
Your users shouldn’t have a hard time access anything you’d want to do on your app.
This user behavior is one more reason to declutter your Magento mobile app design. You want users focusing on just a few things at a time because it aligns with how they use their mobile phones.
Leverage Microinteractions to Boost User Experience
This point on using Microinteractions builds on the previous point about designing for the thumb.
Look at the image above. That’s Microinteractions in action. A user wants to see what the product looks like in a different color, size, with an extra feature, etc.
Microinteractions help buyers experience the product in full, without much effort. But this type of user experience doesn’t stop with product features.
Buyers can enjoy the benefits of Microinteractions if they can easily rate, like, or compare a product.
The goal here is to provide the user with the most intuitive experience possible.
Create Forms that Match UX Best Practices
A lot of Magento mobile app designers and developers do not pay attention to form elements. Not surprisingly, it hurts their conversions.
For example, most developers still use drop-downs in their forms. But a user testing study shows that steppers work better on forms.
It doesn’t end there; here are a few other UX best practices for form designs.
- Keep it short: Limit the number of form fields users need to fill or that they even see at all. You can enable invisible auto-fill if you want to gather extra data, without requiring users to fill them manually.
- Place form field labels above form fields: Your users would see the labels more easily, and it reduces the likelihood of error.
- Use short explainers: Use small explainers to tell users why you’re collecting specific information; doing this can boost form conversions too.
- Make keyboards intuitive: If a form field is for numbers only, like credit card numbers and mobile phone numbers, let a dial-pad intuitively show up. You can reduce errors and improve user experience this way.
- Move unfilled form fields up the screen: Make forms to scroll up to the next empty form field as once the user fills a field. Letting form fields scroll up automatically to reveal the following unfilled form field reduces effort and increases form completion rate.
Automate Data Entry with Visuals
For this feature, you want to use address lookup, auto-suggestion, and auto-detection to help your users fill forms and complete data entry activities faster.
Auto-suggestions are everywhere. You know them. Google uses them to suggest search queries before you’re done typing your search phrase, and your phone uses it to suggest words to you for auto-correct features.
Savvy designers use this feature to help searchers find products faster in their eCommerce stores.
Auto-detection helps your user verify that the data they’ve entered is correct. For example, he can see the credit card type they’ve entered during checkout.
Final Thoughts on UI and UX Mistakes
No doubt, this is the longest section here. But it’s so for a reason. Most designer and developer mistakes come from User Interface and User Experience errors.
One more user experience error is not prioritizing for Magento search. Make the app’s content highly searchable and the interface search-friendly.
Finally, make the app secure, or nothing else will work. Users are more concerned about security than anything else when shopping on a mobile app.
Your users shouldn’t have to guess if their data is secure or not – safety and security should be written all over the app. So you want to:
- Use trust badges
- Apply lock symbols
- Use safety words like “Secure” and “Encrypted” throughout the shopper’s experience
- Leverage color psychology
- Have a valid SSL
2. Not Building for iOS and Android
You may have genuine reasons to focus on one platform, and that’s fine if its good for your business. But some Magento app designers and developers who choose to focus on one platform do not have a business case for their decisions.
You want to build to accommodate growth and let your users shop anywhere they feel comfortable.
So build for more than one platform. Albeit, having your app on iOS and Android is enough in most cases. Almost everyone uses these two mobile platforms.
3. Poor User Testing
Testing was how LukeW Ideation + Design discovered the form type that converts better. If you ignore user testing, you might optimize content to no end and without nothing to show for it.
Some Magento mobile app designers and developers discount user testing. But different audiences have unique needs and preferences. Testing helps you find out what your audiences want and how they want them delivered.
4. Poor Checkout Experience
Checkout experience mistakes that can cost you your business include
- Overwhelming checkout process: Having a lengthy and complicated checkout process
- Hiding the cart’s value: Obscuring your total order cost while the user shops will hurt your sales.
- Low trust: Not showing trustworthiness (security badges, lock icons, and other psychological failings). Who wants to buy from a potentially dangerous app? Notice that ‘potential danger’ is enough danger.
- Forced account creation: Forcing users to create an account before they checkout. In one study, 60 percent of participants had a hard time finding an app’s Guest Checkout.
- Slow Magento checkout and add to cart
- Buggy app: If your app has errors or it’s crashing, you’re encouraging your potential buyers to leave. So, fix it. Check our Magento mobile optimization guide if you have to.
- Limited payment methods: Provide multiple payment options.
Of the ten challenges that cause cart abandonment, six are related to poor checkout experiences.
The Cart Abandonment rate across eCommerce platforms currently stands at 69.57 percent. To put it differently, out of every ten shoppers that visit an eCommerce site, seven do not buy.
But better checkout design leads to a 35 percent boost in conversion rates.
5. Loading Speed
According to a study by Google and Econsultancy, 86 percent of marketers agree that boosting the speed of their mobile Magento sites and apps improved their customer satisfaction scores. See this Magento mobile optimization guide to speed up your store.
But this stat shouldn’t come as a surprise as mobile web pages take 87.84 percent longer to load compared to desktop pages. So compressing your app’s code and file weights can measurably improve your profits.
Design determines business success. In the words of Baymard Institute’s researchers,
Our research suggests the average e-commerce site can improve its conversion rate by 35% solely through design improvements to the checkout process.
So, if you’re making or have made any of these Magento mobile app design and development mistakes, you can fix them. The keys are in your hands. Use them.
Written by Roberto Garvin
Roberto Garvin is the co-founder of Mofluid. He is amazed to see how technology continues to evolve. From email to browsers, search engines, mobile, AI and now blockchain, he feels fortunate to witness it all and is really excited to see what’s next.