In Italy, mobile Internet access has clearly exceeded desktop access with more than 33 million active smartphone users, according to the B2C eCommerce Observatory of the Politecnico di Milano.
In 2020 eCommerce from smartphones, in the products and services component, reached a 51% incidence on total online purchases.
How to improve the browsing experience and increase conversions from mobile devices?
A valuable help is certainly given by the implementation of a strategy based on continuous testing, in order to identify the right media combination that allows you to maximize the ROI of the campaign. This means resorting to A/B Tests to identify which elements work best towards your target objective.
Here are 5 Best Practices to improve mobile UX:
1. Enter the search bar on the homepage
Site search users tend to shop more often. This is especially true for sites with a large catalog of products as in the case of Tezenis, which recorded an 11% increase in conversions following the inclusion of the search bar.
2. Show the main categories on the home page
In this way, the categories of the site become easier for the user to find. To choose which categories to highlight, you can use a Google Analytics data analysis.
3. Make the description of the individual products clear
Making the product description always visible helps to determine a positive impact on conversions, in the case of Tezenis this resulted in a 3% increase in leads generated by mobile.
4. Insert the images in the hamburger menu
With "hamburger menu" we mean the menu typically used in mobile sites and represented by three lines that recall the shape of a hamburger. In order to simplify and make navigation more fluid for the user, the inclusion of images in the main menu helps navigation and also has a positive impact on conversions.
5. Make checkout simple and intuitive
Check out is a very delicate phase and many users tend to abandon the cart and not complete the purchase process. This may depend on several factors including the discovery of the amount of shipping costs, a too long process or the perception of an unreliable site. It is important to understand the needs of your users and be clear about prices right away to avoid high cart abandonment rates.
E-Business Consulting can help you in the definition and implementation of your mobile strategy by offering you the solution that best suits your needs. Contact us and we will be happy to help you!
