Mobile shoppers are busy people. While shopping on their phones, they’re also walking the dog, cheering at a child’s soccer game, waiting in line for coffee, or doing some other on-the-go activity.
In the precious moments that you have their attention, make them happy.
Give shoppers an experience they won’t forget or, better yet, give them an experience that they want to repeat and tell their friends about. Just make sure those experiences are consistent across all platforms (more on that later).
Here are eight simple tweaks to make to your mobile website to deliver a memorable mobile customer experience.
1. Pay more attention to the mobile UX.
Smartphone screens are small, and fingers are fat. Small menus are hard to tap without hitting another item by mistake.
To simplify the mobile shopping experience for your customers, make sure that action buttons and font sizes are larger on mobile sites and that images are crisp and correctly sized.
2. Make it fast.
Optimize page load times, because mobile shoppers will not wait. Test this on real-world mobile connections, not Wi-Fi. Jump on a bus or train, go to a café, and check your site with a device that’s a generation or two older than the latest model.
3. Take advantage of touch.
Let shoppers pinch, rotate, and zoom in on images and swipe through options — it’s what they expect to be able to do.
They can’t feel the fabric or hold the item in their hands; zooming in for a closer look is the next best thing, and a common complaint from mobile shoppers is that they couldn’t see enough detail to make a purchase decision.
4. Differentiate between smartphones and tablets.
Using responsive design or different site layouts, optimize your site for both form factors, which have different screen sizes and use-contexts. Also, consider the growing popularity of the 7-inch tablet and large-screen phones, and ensure that you cover the bases.
5. Prioritize search functionality.
You never want shoppers to get stuck fumbling with confusing navigation or have to move backward to find a search box.
Make search easy to find by putting a box at the top and bottom of every page to accelerate the shopping process. Speed is one of the top goals that shoppers look to achieve.
6. Redesign search results.
Format your search results to display in just one column on smartphones, but expand to two or three columns on tablets. Give shoppers the ability to filter their search results on the same screen, and make the process fluid and fast.
7. Make it easy to buy.
To create a smooth, enjoyable shopping experience on mobile devices, streamline the checkout process and simplify payment however possible.
This may be as simple as adding a “Buy” button (a big one) beneath the product on the search results page, or creating a persistent “Add to Cart” button (that never disappears) on a product detail page.
It can also help to provide one-click checkout options or to simplify the checkout process.
8. Create consistency across channels.
Being consistent across all your channels with look, feel, features, and navigation is critical to creating a seamless user experience.
Allow customers to save their favorite products so that they can access them later and continue their shopping on another device, and make sure that they can complete a checkout process that they might have started on a different device.
Remember, there aren’t mobile customers and other customers. There are just customers, nearly all of whom own mobile devices that they use to enhance everything in their lives, including shopping.
Mobile devices are part of in-store shopping too. Consumers use their phones in stores to compare prices, read reviews, ask their friends’ opinions, and tweet about your store and staff.
Give your customers an intuitive, seamless shopping experience across all your channels, and you will improve bottom-line results.
There are many ways to optimize your mobile customer experience—these top priorities may seem simple, but they take focus to achieve and deliver on. So get on it!
What’s Google’s take on this topic? Check out our discussion of Google’s “Principles of Mobile Site Design” on Mobify Insights.