Recentemente l’osservatorio Netcomm nel suo annuale studio sullo stato dell’eCommerce in Italia ha confermato che nell’esperienza d’acquisto del consumatore, i dispositivi Mobile giocano un ruolo sempre più rilevante, gli acquisti online tramite Smartphone aumentano del 64%, superando il valore di 1,7 miliardi di € valgono il 10% del totale delle vendite eCommerce nel 2015, il 21% se aggiungiamo quelli via Tablet.
Di fronte a questi numeri se già non l’hai fatto è necessario pensare ( o ripensare ) una strategia mobile per il tuo eCommerce ed eccoti alcune pratiche che devi tenere in considerazione.
Nello specifico ho isolato 7 errori assolutamente da evitare:
- Navigazione non ottimizzata
Con l’aumento della diffusione e utilizzo degli smartphone, sempre più consumatori acquistano online direttamente da questi device. Moltissimi eCommerce sono un vero incubo, la navigazione mobile una penitenza… soprattutto se il catalogo prodotti prevede numerose categorie e prodotti.
La parola d’ordine è facilità di navigazione, il design del sito deve garantire un’ottima user experience che si tradurrà sicuramente in un aumento delle vendite. - Troppi dati da inserire
Non dimentichiamoci che utilizzando uno smartphone la digitazione risulta meno confortevole, quindi dobbiamo ridurre all’essenziale la compilazione dei dati da parte dell’utente.
Come fare, beh è più semplice di quello che si pensa, basta prestare attenzione a tre fasi: registrazione, pagamento, spedizione.
In fase di registrazione si può offrire la possibilità di registrazioni “Social” tramite Facebook o Google Plus.
Per il pagamento si può optare per il servizio Paypal o Amazon Checkout
Per la spedizione prevedere un flag “Spedisci all’indirizzo di fatturazione”, in questo modo l’utente inserirà una sola volta l’indirizzo. - No Social
Social al giorno d’oggi è tutto. Una pratica estremamente efficace è quella di dare la possibilità a chi sta acquistando sul nostro eCommerce di condividere l’acquisto con i propri amici sui social che preferiscono, è una straordinaria attività di marketing che da visibilità al vostro sito e ai vostri prodotti. - Troppi Popup
L’uso eccessivo di popup non è mai una buona idea, è ancora peggiore per la navigazione da mobile.
Gli utenti smartphone e tablet, desiderano velocità e semplicità di utilizzo, per cui niente popup da mobile. - Recapito telefonico invisibile o introvabile
A differenza della navigazione da PC dove è facile da navigare FAQ, leggere con facilità le descrizioni e confrontare più prodotti alla volta, gli utenti mobili richiedono la navigazione semplice e la possibilità di chiamare rapidamente l’assistenza clienti per ottenere risposte ai propri dubbi. - Mancanza di Filtri
Importantissimo per le versioni desktop ancora di più per il mobile
I filtri di ricerca danno la possibilità di “isolare” esattamente quello che sto cercando.
Posso filtrare per marca, le dimensioni, fasce di prezzo, ecc, e questa facilitazione è estremamente apprezzata dai clienti - Immagini non ottimizzate
Tutte le immagini dovrebbero aprire una nuova pagina quando si fa clic per la visualizzazione full-size. In questo modo una volta conclusa la visualizzazione dell’immagine, posso chiudere la pagina e ritornare al prodotto. La maggior parte dei siti invece propone fastidiosi ingrandimenti popup, in cui è impossibile “centrare” il tasto Chiudi. Qual’è la conseguenza? Beh semplice, utente irritato e addio conversione.
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