We talk about mobile a lot. 52% of consumers increasingly rely on the mobile web for research and discovery.
Google and AnswerLab did a research study examining how a range of users interacted with a diverse group
of mobile sites on Android and iOS phones. They were asked to perform common tasks such as purchase, booking a reservation or researching plans/prices. And then immediately rate the experience.
The Key Takeaway found was mobile users tend to be very goal-oriented – they expect to be able to get what they need easily, immediately, and on their own terms.
1. Home Page
— Put calls to action front and center
2. KEEP Nav MENUS SHORT AND SWEET
Used to be a trend of having tons of links/pages. Now we scroll more
3. MAKE IT EASY TO GET BACK TO THE HOMEPAGE
We’re used to the logo in header being linked back to HmPg, pisses people off if that doesn’t work.
4. Don’t let promos steal the show.
Promotions and ads can easily overwhelm the small screen, making it difficult to find desired content – keep them smaller and organized.
5. Site Search
More important than ever if you offer a lot of products.
Keep it near the top via an open text box. Make sure your site search returns the strongest results first.
6. …and implement smart-search features like autocomplete and spelling corrections.
Very large e-commerce sites should also start with filtering, such as male or female or shoe size…
7. LET USERS EXPLORE BEFORE THEY COMMIT
We stress building your list, BUT, this study showed that mobile-users wanted to browse content before committing to registering for anything. Build trust first.
8. LET USERS PURCHASE AS A GUEST
Same as standard websites. Users get annoyed if they feel they have to over-commit.
USE CLICK-CONNECT Links for phone #s and Email addresses. This should be a no-brainer, but its still a problem. Prevents car accidents!
Should be on home page
10. Yes. An Email click-connect button is very valuable to users doing research, but are wary of purchasing via mobile (like me). So they can email the page to themselves.
11. FORMS: Consider what is the easiest method to fill out your online forms. Participants found it easier to tap radial buttons or select from a dropdown menu than to enter text.
…and make your forms as efficient as possible. Ask for only bare essential info. And use auto-fill when possible.
12. General Usability
Don’t make users pinch-to-zoom – Make product images expandable with a tap.
Don’t make users open up new windows for coupon codes or other offers – launching new windows lost customers.
Make sure that your content is in a good hierarchy – meaning, most pertinent info first.
This week, we met at Willoughby’s 1899 Pub – voted one of Cleveland’s best neighborhood bars in 2013. They also serve food from neighboring Ballentines – which is truly fantastic!
