Uncovering your customers’ expectations is the first step to delivering a positive customer experience. When it comes to your ecommerce strategy, the decisions you make need to consider how your customers engage with content – and these days, it’s mostly on mobile.
Putting Mobile (and Your Customers) First
At it’s core, mobile strategy is about prioritization. The viewport constraints force you to lose anything superfluous from your interfaces. It forces you to keep your messaging simple, your call-to-actions succinct, your interactions obvious, and your data entry fast. If executed correctly, these actions benefit your desktop experience by preventing you from falling into the trap of filling space with excess information, competing messages, or convoluted interactions.
The Problem We See: A Desktop-First Approach
Emma visits a major retailer’s site on her mobile phone. She types the brand name into Google search, clicks on the URL, and lands on a classic mobile ecommerce home page. At first glance, there is colour, big beautiful images, and a recognizable brand name that Emma trusts. However, as she focuses her attention and begins to scroll down the page she notices a promotion. The photography is cool – it seems to be promoting shoes or some kind of sale. The headline is readable as well: Spring Forward. However, the details of the promotion are unreadable unless she really squints to see them. Emma moves on because it’s too much hassle.
The friction point in this scenario is the illegible type, which is physically constrained by the sheer size of the device. Content that is simply “shrink-to-fit” from desktop to mobile will cause your customer to look away.
A Photo is Worth 1,000 Words
Desktop is fundamentally a landscape canvas where the user scans content from left to right as they move down the large screen. Conversely, a mobile user is constrained by a tall, narrow viewport and little ability to scan left to right. An image optimized for desktop will not work on mobile, but there are certain steps you can take to get your mobile assets right. Design details like text size, call-to-action touch targets, and product photography baselines can all create friction points for your customer – but if done right, they can also create a frictionless mobile shopping experience.
Mobile Design Matters
The user experience on your website and app can be the difference between driving revenue, and driving customers away. To learn more about mobile design best practices, download our Guide to Designing the Optimal Mobile Shopping Experience.