Since we last wrote about the usability of mobile websites, the rise of the iPhone and other high-end handsets has meant that even more people use the Internet on their phone. (Source: Nielsen Mobile/BBC). Companies have responded by creating more mobile-optimised websites, some of which now allow people to complete e-commerce transactions on the mobile, instead of simply researching for information.

Ecommerce on the go - selling through the mobile

Since we last wrote about the usability of mobile websites, the rise of the iPhone and other high-end handsets has meant that even more people use the Internet on their phone. (Source: Nielsen Mobile/BBC). Companies have responded by creating more mobile-optimised websites, some of which now allow people to complete e-commerce transactions on the mobile, instead of simply researching for information. For example:

• Shoppers can buy any product on the Amazon.com catalogue through the Amazon mobile site
• Travellers can instantly book a room in any Travelodge UK hotel through the Travelodge mobile site and rail tickets at the Train Line mobile site
• Car owners can get an instant car insurance quote on the Swiftcover mobile site
• Music fans can purchase tickets for their favourite concerts at the SeeTickets mobile site
  

However, while many people are already comfortable making online purchases using a computer, doing the same through a mobile phone poses unique challenges. These challenges need to be addressed by mobile e-commerce sites. This article provides best practice guidelines for removing potential barriers between your customers and your mobile e-commerce site.

Help people find your mobile site

Having a mobile-optimised site is no use if your customers can't find it. You should always detect when visitors are accessing your site through a mobile phone, and automatically redirect them to the mobile-optimised version of the site.

Although you may also advertise the link to your mobile site, people may still remember the link to your main site only, or may arrive on your main site through a search engine link.

Ensure that the link to your mobile site is easy to remember and type into a mobile phone. For example:

• Append the word 'mobile' to your main domain (e.g. www.example.com/mobile)
• Use a .mobi domain with your brand name (e.g. www.example.mobi)

Cater for dropped internet connections

Mobile internet connections can often be unstable, e.g. when a mobile phone moves into a low signal area or runs out of battery. It's usually not a big issue if this happens while someone is simply consuming information e.g. reading the news. However, a dropped connection in the middle of a transaction may leave people wondering if the transaction has been completed or frustrated that the information they've entered so far was lost.

While there's not much you can do to improve mobile network coverage, you can mitigate the effects of dropped connections by:

• Saving all details in every step of a transaction e.g. the items in a shopping basket or the shipping details already entered
• Ensuring that a transaction can be resumed from the point where it was left, without having to start over
• Capturing visitors' e-mail addresses or mobile phones at the beginning of a transaction and sending them instructions to help them continue an interrupted transaction
• Ensuring that all transactions available on your mobile site can be completed in a few short steps

Avoid data entry where possible

Although high-end smartphones increasingly incorporate a full physical or on-screen keyboard, typing on a mobile phone still isn't as easy as on a computer. Unfortunately, completing an e-commerce transaction often requires a lot of information that isn't always easy to type, such as addresses and credit card numbers.

In order to decrease the chances that customers will drop off at this point, you can mimimise data entry by:

• Allowing customers to log-in with the same username and password that they use for your main website in order to retrieving shipping and billing information stored in their account
• Encouraging customers to create an account to speed up future transactions
• Integrating with 3rd party billing services for which customers need to enter only a username & password e.g. PayPal

Reassure users about transaction security

With frequent reports on the news about credit card fraud and identity theft, most shoppers are looking to be reassured that their online transaction will be secure. While most desktop web browsers prominently highlight secure websites and protect users from visiting fraudulent sites, many mobile browsers are primitive in that respect. Also, because there are many mobile phones with different web browsers, people haven't yet become accustomed to a certain way of highlighting that a website is secure.

It's a good idea to prominently highlight that your mobile site is secure on the homepage and on pages that ask for sensitive information. Customers may also feel more comfortable if they don't need to enter any sensitive information because it's already stored in their account, as discussed in the previous point.