Don’t Forget Data Entry With M-Commerce
Reduce Errors and Improve Loyalty
Without ease of data entry, patience will wear thin and customers will abandon their cart in favor of either waiting to use a different device or using a competitor’s site. As a demonstration of the degree of ease that such an approach can deliver, using ZIP code address lookup alone removes on average of 80 percent of the keystrokes required to input an address, according to Marketing Sherpa.
In addition, there's another long-term benefit. The opportunity to verify an address means that payments are less likely to be refused when the billing details are incorrect, incurring the lack of patience problem again.
If the wrong delivery address is entered, there's only one possible outcome. The shipment won't arrive, meaning the shopper, unlikely to blame herself, will point the finger at the retailer which failed to deliver their goods. To provide some scale to the problem, Royal Mail has a depot where packages which cannot be delivered due to inaccurate addressing are sent — 70,000 undeliverable items are sent every day.
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After spending millions of dollars and countless hours getting your mobile website up and running, fine-tuned to perform well and easily accessible through new technology such as QR codes, you may be tempted to just allow the usual online payment processes to be replicated.
But mobile devices aren't the same as PCs. The two channels have to be considered separately, despite their obvious similarities. The data input difficulty alone renders a duplication of approach fundamentally undermined, meaning retailers run the risk of lost customers and undeliverable items hitting their bottom line and damaging their brand reputation.
Give consumers a convenient, seamless service from arrival at your site all the way through to purchase. This ensures the shopping experience is as practical on the move as it is in their home. Customers will return and you won’t drive them into the hands of your nearest rival.
