With 72% of eCommerce revenue coming from mobile shoppers, the current struggle for many brands today is that mobile websites host the majority of online traffic and yet see low conversion rates. Having a mobile responsive website isn’t good enough these days; brands need a site designed for mobile first.
In this blog, we’ll discuss ways to create high-converting mobile product pages that provide your customers with a seamless m-commerce experience.
1. Think Ergonomically
Again, the way people use mobile devices is fundamentally difference from the way they use PCs, and this starts with the user interface. Everything should be optimized for easy thumb scrolling and tapping rather than having to navigate awkwardly around the page.
This means you should always design with the "thumb zone" in mind, placing buttons and other interactive content within thumb's reach when holding the phone in one hand. After all, they didn't come to your site for a thumb workout.
2. Design for Speed and Ease of Use
Smartphones may have gotten much easier to use in recent years, but they are still awkward compared to working with a physical keyboard and mouse. No one wants to spend a lot of time filling out forms with a tiny digital keyboard or scrolling back to find the button they missed.
When you design for mobile first, it means you should always think about how to make your site as easy for the user as possible. Forms should auto-complete wherever possible. Images and buttons should be distinct and clickable. Call-to-action (CTA) buttons and navigation bars should stick on screen while the user scrolls to read about your product. The search bar should always be accessible at the top of the page so customers can quickly find what they need.
3. Limit Text on Product Pages
Users don't want to scroll through a wall of text on their smartphones to find the information they seek. Opt for simple product descriptions and a clean, organized design with plenty of white space. If products have additional details, fold those under collapsible headers that users can click when they need the information.
When you're laying out your product pages, strive to pare down descriptions and details to the bare essentials. Get your customers the info they need while keeping images, review highlights and purchase buttons front and center.
4. Enable Image Zooming
Screen size isn't just an issue with text — it can be a problem with images, too. If a customer wants to get a better view of a product on a 5- or 6-inch screen, they almost certainly need to zoom in. The Baynard Institute reports 25% of ecommerce sites have images with poor resolution or insufficient zoom capabilities. That means a lot of shoppers can't see the details they want to see when looking at products on mobile sites.
Make sure you use high-resolution images and your site supports mobile-friendly (i.e., pinching and double-tapping) zoom gestures. It also should be clear to users that they can zoom, so images should feature a simple magnifier symbol or instructive text such as "Tap to zoom."
5. Display Top Categories Prominently
Think strategically about your limited space and put yourself in your users' shoes. When you visit a website to find a product, the best ecommerce navigation UX is the kind that allows you to quickly find what you're looking for and make a purchase.
So, although you might offer hundreds of different products in dozens of categories, certain ones are more popular and contribute a lot more to your bottom line. The majority of your visitors are looking for these items. Feature these categories prominently so that users can filter out everything else and browse through the product types they're interested in.
This has the added bonus of improving your search engine optimization (SEO) — apart from your home page, category and subcategory pages drive the majority of traffic, according to seoClarity. Not only are you increasing conversions this way, you're driving more traffic to your website to begin with.
6. Include Action Indicators
One of the best ecommerce mobile design features you can add is to include clear action indicators on any buttons and links. Because it's all too easy to misfire on touchscreen taps, users want to know when those taps have registered.
A button that shows no indication of whether it was clicked will just lead your customers to tap it repeatedly in frustration. This could cause issues with multiple form submissions or create further delays in processing their transaction. Make sure your buttons and links change color or, better yet, have an animation such as a spinning circle to indicate that the site is processing the user's input.
A smartphone screen shows that a payment with a credit card is secure.
7. Make Customers Feel Secure
There are a lot of reasons visitors jump ship before completing their transactions. Security concerns are among the top ones.
A Baynard Institute study conducted in late 2019 showed 18% of shoppers abandoned their shopping carts online because they decided they didn't trust ecommerce websites with their sensitive information.
That you should carefully guard your customer information with the latest security software and protocols goes without saying. But you need to make sure they know you're trustworthy. Use icons and logos for your security software throughout the checkout process, highlight "secure checkout" repeatedly and feature reviews from real customers to make it clear your business is legitimate.
8. Consider Accessibility
The public — and the law — continues to raise the bar for website accessibility standards, meaning your website should be easy for anyone to use, regardless of any physical limitations or disabilities. That applies as much to your mobile site as it does to your desktop page.
To ensure your mobile site or app is accessible for any user, consider the following features:
- Large buttons surrounded by white space
- A "thumb zone" that accommodates right- and left-handed users equally
- Input options such as voice control and external keyboards
- Text transcripts or captions for audio presentations
- Screen reader optimization
- Sharp contrast and clear, zoomable text for visually impaired users
- Clear, easy-to-understand copy
- The easier it is for everyone to access your mobile site or app, the larger your potential pool of customers.
9. Ease of Checkout
A clumsy checkout process is another top reason for customers to abandon their carts. This is even more the case with mobile devices, where expediency is at a premium.
To incorporate ecommerce checkout flow best practices, make sure it's quick and painless to start and complete an order from any mobile device. Include one-tap purchases wherever possible. Limit form fields. Make it easy to log in with existing accounts such as Google and Facebook rather than creating a new one. Integrate third-party payment options such as Apple Pay and PayPal.
Anything you can do to simplify this process for your customers is likely to win you more sales.
10. Save and Transfer
No matter how easy your checkout process is, some customers will just feel more comfortable completing the transaction on a computer. Your mobile site should make it easy for them to save products or store their shopping cart and pick it right back up on their desktop or laptop.
This can be done through their account or with cookies, or you can set up abandoned cart emails that they can later open on their computer and click through to their shopping cart (perhaps with a discount applied to encourage them to finish the purchase). Either way, make it clear that they can pick up where they left off.
Leverage Your Site to Bring Top Class Mobile-First Experience for Customers
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