Top 5 Tips for E-commerce Mobile UX from Baymard Institute

  • 18 November 2022
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Top 5 Tips for E-commerce Mobile UX from Baymard Institute
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Did you know that 63% of users abandon mobile experiences, solely due to preventable usability issues?

That’s exactly what Baymard Institute discovered through over 88,000 hours of research testing the world’s leading e-commerce experiences. This year at Spark, they presented their mobile UX findings and solutions for issues that users consistently struggle with.

In case you missed it, here are their top 5 opportunities for improving UX!

1) The Homepage

70% of users like to “scroll and scan” the entire homepage to understand their options before proceeding to a product category. For users who are new to your brand, this phase is particularly important. They’ll try to infer what they can expect to find based on your homepage. If it isn’t representative of your offerings, they may abandon quickly.

Actionable tips:

  • Display primary product categories directly on the homepage.
  • Ensure you’ve provided enough diversity to set the correct expectations about what you offer.
  • Think about new visitors and repeat visitors. Frequent customers often use the homepage as a short-cut to get where they’d like to go.

The Main Navigation

52% of all mobile experiences have navigation issues. On desktop, it’s simple for users to explore product categories in broad detail as they begin shopping. For example, they can click on “Shoes” to explore all options at a glance instead of starting on a far more narrow category like “Athletic Shoes” or “Wedding Shoes.” On mobile, it’s more challenging to do so. Many brands neglect the parent “Shoes” category–sometimes the parent header doesn’t work, other times it expands a mobile submenu with the full list of narrow categories. The experience can be challenging to navigate unless you already know exactly what you’re searching for.

Actionable tip:

  • Always have a “view all” option as the first item within all category menus. This allows users to quickly and easily find the most broad information possible before they’re forced to narrow down their choices.

The Product Details Page

Users get lost on product detail pages quite often. They’ll scroll to the header and footer, trying to establish where they are in the hierarchy and how to navigate away.

Actionable tips:

  • Always show full category hierarchy breadcrumbs that clarify the scope of the page, the position in the hierarchy, and allow for quick navigation.
  • Don’t go overboard! Too many breadcrumbs can be overwhelming. For starters, exclude the root path and the current page the user sees.
  • Consider page hierarchy and user navigation history as two ways of organizing the user’s journey through your experience.

The Cart

Users liken adding items to their cart to making a wish list. It’s an easy place to save, access, and compare prospective purchases whenever they’re ready without having to create an account. 85% of brands miss the opportunity to capitalize on his behavior.

Actionable tips:

  • Your cart design must work as a personalized product list, allowing users to store and compare items of interest.
  • Include large images or a full product title as well as a link back to the Product Detail Page.
  • Show clear edit tools, particularly for products with variations in size or color.
  • Explain cart persistence so users understand how long the items remain in their cart or hav a way to save and return to the cart if needed.

The Checkout Process

Ease of checkout remains a top problem for mobile users. A leading culprit? The lack of clarity on which form fields are required and which are optional, leading to frustrating errors and an increased cognitive load for your user as they try to make sense of the process.

Actionable tip:

  • Denote both required and optional form fields on every field. Even if you think it is obvious! You can’t assume that users will understand which fields are needed and which aren’t.
  • Users shouldn’t have to look at other fields to determine if the field they’re entering is optional or required. It should be marked directly on the field itself with a clear label, plain as day.

For more learnings, check out baymard.com for more than 300 free articles and UX findings just like these!


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