Expectations of mobile shoppers are different from that of desktop users.
60% of mobile shoppers say they face at least one problem while browsing within the last 12 months. They mostly encounter that:
- Websites are too slow (73%)
- Crashed, froze, or received an error (51%)
- Didn’t perform as expected (45%)
- Simply wasn’t available (38%)
Providing a better user experience on mobile websites is therefore critical to retain customers. Here three mobile eCommerce tips to improve UX:
- Consider showing a search icon on the homepage or, if possible, a full search bar. If users can find a search option easily, usage can increase by 13% on mobile, and overall conversion increases by 41% on mobile when combined with a clear call to action or category navigation. Customers are quick to abandon websites due to poor search experiences, and studies have found that 80% of users will leave your website if they aren’t satisfied with the search results.
- Many brands force customers to hover when zooming on their website. This is another pitfall of designing your site as a desktop-first experience. When this is translated to a mobile experience, users are frustrated since there is no such thing as hovering on touchscreens. Instead. let the user choose to zoom into an image with a button or pinch-to-zoom option.
- Once customers navigate to your product pages, it’s important to reiterate that sense of urgency we touched upon earlier. Such elements can include free shipping, special offers, or easy returns that clearly demonstrate your brand’s value proposition. These elements should be positioned close to urgent call-to-action (CTA) options like “add to cart” buttons to help increase conversions. Websites with this type of value proposition on their product detail pages see a conversion improvement of 17%, and this simple yet effective strategy won’t require much effort to pull off, either.
To learn more of such quick tips for designing mobile experiences, read this blog.