It’s 2022, and every e-commerce business knows they can’t do without an app. However, eCommerce apps don’t get to enjoy the viral popularity of their social counterparts. It takes a very careful blend of features to create a successful e-commerce app.
Every e-commerce app has a few indispensable features that allow them to perform basic activities. However, there are other features that determine the success of your app. These features can enhance the overall user experience and drive more sales.
So, whether you invest in a SaaS platform or custom mobile app development, here are five must-have e-commerce mobile app features to look for.
Simplified Onboarding and Checkout Experience
The number of clicks matters – and they matter from the beginning until the end. Therefore, it is important to simplify the shopping and browsing experience and the onboarding and checkout experience for the users.
Onboarding is what creates the first impression. With an effective onboarding process, you can expect a 50 percent increase in app retention. And here’s what an optimized onboarding experience should feel like:
- Ensure a single screen sign-up. Allow users to sign up with their existing Social media or Google accounts.
- Keep the form as precise as possible. For example, don’t ask for more than the required personal data. Instead, use a drop-down menu or an auto-fill option to limit typing.
- Enable instant feedback to indicate user input error for each field.
Now that your users are aboard and browsing, you need to ensure they don’t leave without buying something. Like app retention, cart abandonment is a troublesome issue plaguing e-commerce apps worldwide. Various studies show that the cart abandonment rate is as high as 80 percent. This means customers leave almost trillions of dollars worth of products unbought every year. Lengthy and complicated checkout is one of the main culprits behind this travesty.
A short and simplified checkout can reduce abandonment by 35 percent. Here are a few greats ways to enjoy that edge:
- Make sure all your customer’s concerns regarding costs such as shipping, taxes, and discounts are already answered so that there are no last moment surprises to change their minds.
- Do not ask for information already provided during sign-up. Instead, give a button to allow changes if needed.
- Unlike signing up, try the multiple-step checkout process. It is better than one long form.
- Once again, enable instant feedback for errors.
A great idea to end the dilemma is to allow guest checkouts. It reduces friction for first-time users who need at least one good experience to trust you with more information.
Intuitive Search Options and Product Filters
Search filters can enhance the overall experience to a great extent. Give your users the freedom to refine their search as much as possible. Product features like size, color, and price to seller specifics like rating and location let users find the product they can buy with complete peace of mind. Please don’t make them scroll through dozens of products before finding what they need. The chances are they will give up before they find it. Besides, filters serve as a great way to clear the clutter and present a cleaner interface.
Speaking of the intuitive search option, your mobile e-commerce app should support voice search. It’s 2018, we have achieved 95 percent accuracy in voice search, and around 20 percent of mobile search queries are voice search!
Multiple Currency, Language, and Payment Options
One serious question to ask yourself before your app goes live – does your app offer the same experience to every user? Is it engaging, simple, and convenient for people worldwide? If not, then you are compromising huge chunks of your potential market. Therefore, it is important to make sure your app has multi-language support and multiple payment gateways.
Single language makes sense when your target audience is limited to one region but if you offer international shipping, give them the freedom to choose their language and currency. Do not make them Google the current exchange rate every time they wish to buy a product. It might increase the chances of abandonment.
More important than multiple languages and currency support is support for multiple payment options. It only makes sense that a customer will abandon the cart at the last moment if they fail to find the most suitable payment option. Remember that the definition of suitable varies from person to person. For some, the conventional Visa/MasterCard is convenient. For others, it can be PayPal or EPS. Offering Cash on Delivery options is even profitable for specific markets where a majority still doesn’t trust online shopping.
So, whether it’s language, currency, or payment gateways, the golden rule is “the more, the merrier.”
Easily Discoverable Reviews and Ratings
From a user’s perspective, reviews and ratings are an important aspect of the online shopping experience. It is not uncommon for them to search for products based on ratings and reviews. As shocking as it may sound, 75 percent of your customers look for reviews and ratings before deciding. And guess what, 83 percent of them trust user reviews more than the words of critics, influencers, or professional reviewers.
Do you know what’s worse than the absence of a review and rating feature? It is tough to discover and to challenge to navigate the review section.
It would be best to make sure that the review and rating feature stands out for your e-commerce app. Here are a few ways to enhance the efficiency of this feature:
- User ratings should be visible all the essential bits of product information, such as price.
- Once a user taps on the product, drive their intent towards a favorable decision by placing positive user reviews close to the description.
- Please don’t make them scroll or tap too much to find out what other users think of the product.
- Create a simplified review and rating process to encourage user input.
Relevant and Engaging Push Notifications
With the possibility of boosting your app engagement by a remarkable 88 percent, push notifications are the MVP of mobile marketing. It is just like putting a huge “Exclusive Discount Banner” on the most crowded square in the town. Now imagine that banner displays the product your potential prospects were looking for. It may not be possible to create a banner that shows a different product to different people with a real-life banner. With push notifications, you have that advantage.
Push notifications powered by robust analytics allow you to personalize user experience even when they aren’t using the app. You can create different notifications for another market segment or even employee advanced analytics to take it to the next level. You can fetch users’ browsing and shopping history to show a push notification regarding products they are interested in.
When relevant enough, push notifications are perceived as engaging rather than annoying. However, you need to avoid bombarding them with too many messages and keep the opt-out option open.
With the right features, you can boost your mobile app’s retention, engagement, and conversion rate. Focus on features that not simplify the whole experience but also personalize it for each market segment you target. The competition is fierce, and the only way to seize a victory is to create an intuitive app that delivers what the customers are looking for.
Sohail Rupani is a senior SEO strategist at PNC Digital, a digital marketing agency in Orlando. He specializes in SEO and SEM techniques. He is passionate about technology and loves to analyze the tech industry in his spare time and stay in touch with the latest happenings. He also writes technical articles about SEO and digital marketing. Follow @sohailrupani for more updates.