Hello, this is Kunle Campbell of the 2x eCommerce podcast, show, the podcast show dedicated to strategic growth for online retailers. You can ask me questions on Twitter using the hashtag #2xecommerce, or I will cover specific marketing tactic geared to helping you sell more in your online retail store.

Today’s show I’m going to be talking about the essential elements in your eCommerce checkout. I work with retailers on a long-term and one-off basis, and one recurring thing we come across is, eCommerce checkouts are the last afterthought after product pages, categories, homepage design has been thought out. It is the last mile of your entire sales funnel.

It is essential to get it right in funneling more sales. So, if you can improve your checkout or steps down your funnel especially moving people to your product pages to your baskets and eventually purchasing, then you can be onto something. You could move the metrics on existing traffic.

That’s why I want to talk about it now. The focus in 2016 going forward:

1. Make sure your mobile checkout is well optimized.

Your focus in your checkout is ensuring your mobile checkout is well optimized first. I’m not saying you should totally abandon or forget about your desktop check out but one quick way to drive more sales and conversions is to make your website more efficient in processing sales is to focus in your mobile checkout.

Why? Because 66% of mobile purchases are still made through the mobile web as compared to apps. Conversion rate, however, is only 33% compared to desktop.

The UK, Japan, and South Korea are countries who are ahead of the in regards to mobile commerce – you may be getting higher conversion rates in these countries while the rest of the world usually get 33% conversion rate.

2. Optimize for iOS and Android devices.

For iOS devices, Apple pay is going to be the de facto. I’ve been using Apple pay on mobile apps like Just Eat for ordering a takeaway which takes less than 5 seconds to check out.

For Android, Google recently announced Instant Apps. It enables Android apps to instantly run without actually installing on your phone.

Basically, you search for a product in Google Chrome, when the result populates, you click on one of the links. It then takes you to Instant App where you can purchase the product you are looking for faster. You just have to register and checkout.

Another one is called the Payment Request API. What it does is that a checkout will preload your Android Pay account.

Listen in to this episode to learn about:

Why you need to take some time and focus on your mobile checkout.
How to tap the 66% of mobile users who still purchase through the mobile web as compared to apps.
Countries you can target that have high rates of mobile purchase.
How to lessen the 40 seconds average checkout time.