Mobile sites have become the most common method of accessing the web, but when we benchmark mobile commerce sites, we find that many lack multiple core mobile commerce UX components. In fact, it’s common for the average mobile commerce site to have just around half the conversion rate of the desktop site. You might think that’s because that’s common, it’s ok - but it’s not. Most retailers just haven’t figured out how to best optimize their mobile user experience.
In this article, we’ll cover 8 mobile commerce UX recommendations and optimizations to improve your mobile site’s performance and drive purchases.
Global Header & Footer
1. Label header icons
Labels clarify functionality for users who are not familiar with standard header icons. Layer0 clients who tested adding text beneath the menu icon have seen up to 88% lift in menu engagement.
2. Include the company logo in the header and link it to the homepage
An accessible logo that links to the homepage allows users to navigate back easily.
3. Display item count on cart icon and dynamically update as items are added
Cart counters give users instant confirmation that an item was successfully added to cart.
4. Ensure that menu drop-downs or side-outs do not entirely hide the active page **
To allow users exit the menu and navigate back to the active page easily.
5. Remove or collapse unnecessary links
To reduce distractions and make the best use of limited mobile screen real estate, keep only the essentials. Remove the shortcuts and unnecessary duplicates.
Homepage & Navigation
6. Expose the search bar beneath the header
The average conversion rate of shoppers who use search is more than 2x of shoppers who do not use search. So make it easy for mobile shoppers to search your site! The number of taps on the search bar is 75% higher when it is exposed compared to collapsed.
7. Optimize text within input field
User testing shows that users immediately look to input fields. Text within the input field captures more attention than the text outside the field.
8. Place all homepage call-to-actions front and center.
Prominent call-to-action buttons drive engagement.
As with many mobile commerce UX best practices, it’s all about optimizing your mobile experience and testing what works best for your users. However, we know it’s easier said than done.
We know that mobile commerce is still a challenge for most retailers but that’s why we’re here for you. Don’t hesitate to contact us and we will help you improve your mobile customer engagement and conversion rates.