How to reduce mobile cart abandonment?
If mobile weren’t such a strong and growing channel, mobile cart abandonment might be a minor issue. However, with mobile traffic surpassing desktop for many hotels, it’s anything but minor.
So how do you ensure you’re giving users the best mobile experience to maximise conversion? Here are some tips to reduce mobile cart abandonment.
1. Transparent pricing
When guests see all the add-ons and taxes included, they bolt. This is especially an issue for hotels that show their rates as per person sharing or per room per night for longer stay offers.
A total stay rate should be shown up front on mobile to increase conversions and reduce mobile cart abandonment. You’ll lose a few users up front, but in the end more will book, and there won’t be any confusion or lack of trust over price issues.
2. Short reservation form
The constraints of mobile devices and the context of use – the actual conditions under which users are likely to be using their mobile, a.k.a. on the move and maybe in a moving vehicle – put strict limits on what you can expect users to do when they’re booking on mobile.
All mobile forms need to be as simple and straightforward as possible. Get rid of unnecessary elements to help users focus on the specific task. Reducing unnecessary distractions reduces mobile cart abandonment.
3. Payment Process
Mobile commerce is big business for the travel industry. However, mobile sites that don’t offer a quick and secure payment process are losing out. Typing in card details is a hassle on a traditional laptop or desktop keyboard – on a smaller mobile keyboard, it’s much worse.
So what can hotels do right now to reduce mobile cart abandonment at the payment stage? One option is to consider removing booking deposits. Typically hotels don’t ask users to put down pre-payments when they book with online travel agents, so it may not make sense to offer the same option on the brand site.
4. Quick Loading Times
Mobile users want to browse quickly and buy quickly. If a mobile site is too slow to load, it’s going to push away a substantial base of your customers and cause mobile cart abandonment issues.
When you’re designing your mobile site, be absolutely sure that the information on that site is 100% relevant. Make sure the imagery and video you’re using aren’t affecting site speed. Otherwise, you might be doing your site more harm than good.
Getting mobile purchases to match mobile traffic is one of the great challenges of the next few years. When hotels and other online retailers start to see mobile conversion rates matching desktop, it will speak hugely to success they’ve had in creating a great mobile user experience.