By Joanna Perry | Head of Marketing

Mobile usability is a hot topic for 2014 as retailers and etailers seek to capitalise on the huge growth in traffic coming to their sites from smartphones and tablet devices.

Retailers widely report that conversion has been much higher for tablets than smartphones to date. But sales growth for smartphones is now running ahead of that of tablets and beginning to close the gap. So Practicology teamed up with WhatUsersDo on a project to look at 15 mobile websites with the aim of drawing some conclusions about the type of experiences that consumers do and don’t like.

For each site, eight consumers conducted a variety of tests and tasks to closely simulate real user journeys through a mobile website. The tests were conducted on users’ own smartphones and in their own homes.

The results show some clear preferences, and also where some retailers are going wrong. As well as highlighting good and bad experiences for 11 key areas of site design, we’ve also come up with 12 recommendations that anyone designing a mobile retail website should consider, including:

-          Users are happy to use geolocation if you make it seamless

-          Ensure phone numbers are obviously clickable

-          Image view functions are not as intuitive as you might expect. Make clear when there are multiple images and how to zoom

Click here to download the report for free and read the full findings and more explanation of all of the above points.

Related News Posts

Retailers' mobile sites still suffer with conversion blockers
Retailers' mobile sites still suffer with conversion blockers

UK retailers are losing revenue because their sites let down shoppers …

Practicology and Google launch European Omnichannel CX Review
Practicology and Google launch European Omnichannel CX Review

Practicology and Google have collaborated to produce a series of repor…