How To Adapt UI/UX Design Of E-Shops To Mobile Devices

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How To Adapt UI/UX Design Of E-Shops To Mobile Devices
Srdjan Kali

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Srdjan Kali

Jan 15, 2019

Today we are talking about billions of mobile devices.

In 2020, the number of mobile phone users is expected to reach a figure of 2.8 billion, and in 2019, the percentage of those who access the Internet via mobile phone could exceed 60%. Some forecasts say that in 2021 there will be more mobile phones in the world than people, although it may be hard to believe it.

Time will show, but one thing is certain - today we are talking about billions of mobile devices that are used daily for online search, viewing content or staying on social networks, and more and more often for online shopping.

Mobile shop refers to every type of online payment for products or services by the way of mobile devices, whether it's bank transfer, shoe purchase, or reservation of vacation apartments.

Here are some guidelines that you need to keep in mind when it comes to customizing the user interface (UI) and user experience (UX) of an electronic sales operation via portable devices.

 

1. FASTEST POSSIBLE UPLOADING

A page that is loaded in three seconds increases the bounce rate by 32%, compared to the page to load for just a second. If, however, it takes five seconds, the departure rate increases by as much as 90%. Such results have shown Google's research about the speed of mobile sites.

As part of this research, Google also analyzed 11 million landing pages for mobile ads in a wide range of business sectors, in 213 countries. The result showed that for 70% of mobile landing pages analyzed, it takes more than five seconds to display all visual content on the screen and in total more than seven seconds to load the full content visible when scrolling down.

MetaPress's statistics also show that slow sites lead to a loss of revenue of up to $ 500 million annually, and only in the United States. Specifically, every second reduces the conversion rate by 7%, while increasing the download speed can increase the conversion rate by as much as 74%, according to a study of 33 major retailer online stores.

In other words, take into account the performance if you want a functional online sale. Because if someone finds the product he wants to buy with you, but because of the slow loading of the page he quits before he looks at the details and goes to the site of competitors, it will be futile for all your efforts invested in the design. That's why loading speed comes first in importance when it comes to mobile commerce.

 

2. GET RID OF UNNEEDED ELEMENTS

To speed up the load, it's necessary to have as little unnecessary elements as possible on the mobile version of the site, and all existing ones should be optimized and customized.

Bearing in mind that any user who attempted to enter the site, but due to a long loading, has actually been a potential buyer, the importance of adjusting content to mobile devices should not be ignored.

When designing a site, you can choose to specifically design a site for desktop computers, especially for mobile devices, but such an approach is already a matter of the past. The leading trend has for some time been indicative of the importance of using a responsive design that will customize the pages of your website to use on portable devices and make them equally visible on screens of different resolutions.

The same goes for making online stores, so you have three options:

  1. Separate site design for desktop and mobile devices, which can also require separate domains for your site
  2. A similarly adaptive design, which will reduce the content of the desktop page proportionally, depending on the screen size, showing exactly the same content on each device
  3. Flexible, or responsive design, which will make displaying content in line with the screen size, and thus adjust the interface to the smaller screen

To effectively implement the UI/UX design for mobile commerce, it's recommended to customize the design. In this way, you will remove unnecessary items from the page, which do not have a usable value, but only stifle space, reduce visibility and require a much higher concentration of visitors.

Keep in mind that those who intend to buy something online, want to do it as soon as possible. It is not in your interest that you have too many objects that will draw attention, and it is recommended that the dimensions of the banner be adjusted for the mobile version and completely remove certain elements, such as advertising on the side.

Here you can be guided by the principles of minimalism because on each page should be a reduced, simplified version of the most important objects.

 

3. MAKE USING SIMPLE

When someone searches the internet via a mobile phone to purchase certain products or services, it is important that it comes just as much as it wants in a simpler way. Therefore, the properly created site structure and overall information architecture can contribute to greater functionality and better user experience.

 

NAVIGATION

An overview of an e-store via a portable device will be better if the navigation is created so that it optimally guides visitors through the site. The list of categories and product subcategories should not be extended indefinitely. Keep in mind that the optimal is considered when the user in 3-4 steps gets to the desired items on the site.

It is advisable to make the navigation menu as clear and specific as possible, and do not forget that the visitors should be lost during the inspection. That would not bring anybody any good, do you agree? Therefore, it is necessary to take into account the intuitive design, but also the highlighting of the roadmap through navigation so that everyone at any time knows where it is and how to return to the homepage.

 

MOVING THROUGH THE ONLINE STORE

When it comes to the return to the previous pages, it is advisable to take care of the fact that when returning, the user finds exactly where he went from there to the next page. If it has previously, for example, scrolled content and reviewed more than 20 potential products, it would not have been necessary to return to the top of the page each time, and that it must always review the same products again. It may not be so important when using it on a desktop computer, but it's also important for mobile phones because it can be the cause of frustration that makes the user simply walk away from the site.

 

SEARCH

In order to make users even easier and faster on the site, it is also desirable to create an effective search system for the site. It's also important that the search box is easily visible, and do not be afraid to place it in the middle or make it larger than the other elements. Users will be able to appreciate that because it will ease their search and make the whole experience much more pleasant. And every satisfied user is potentially a satisfied customer, right?

 

HELP WITH SHOPPING

Customer support services implemented within the site framework, providing real-time communication and commonly functioning as a chatbot, are all the more common occurrences in online stores and become a unique trend.

The positive side of this is to provide quality on-site services and provide assistance to visitors if needed. A negative side, however, could often be too aggressive to pop up such a customer support service and should be careful when developing and implementing it.

 

4. PRECISE DESCRIPTION

Here we refer to descriptions of categories and individual products, which should be as fully presented on the website, both textually and visually.

When it comes to the textual description of the product, it is advisable to access the task as much as possible and apply the exhaustive list of basic characteristics, such as the available sizes, colors or dimensions of the product. It will look more transparent on a smaller screen and will be easier to navigate. In order to speed up the loading of text, you can also use optimized fonts, the size of which is customized for mobile devices.

When it comes to visual display, professional photos are something that is implied, and whenever possible, it is advisable to upload video clips or to allow a 360-degree view.

Do not forget that the photos should be optimized so as not to burden and slow down the loading of the site by their size. You can use one of the online image optimization tools to adjust the dimensions and formats in one of the computer programs. It is recommended that you define the height and width of the images in advance, as well as enable the start of the upload before the photo enters the user's field of view. This reduces waiting times and prevents the so-called run-in or retreat of the screen, so there will be no need for re-scrolling, and visitors will certainly be more comfortable when using a website on a mobile device.

Ratings and reviews of previous customers or users have recently been an unavoidable item, whether you are selling organic food, jewelry, wardrobe, or hotel room. In the field of tourism, as well as when buying shoes and clothes, users most often consult online reviews, and often only based on that and choose to shop. In whichever region you operate, authentic customer reviews will be of great importance, so make them stand out in a prominent position and motivate them to write them with a discount voucher or a loyalty card.

 

5. MAKE PAYMENT EASY

It was a long time since it was possible to pay on the Internet only through credit cards. In fact, it's been the time that PayPal is dominating for online payments. Although still one of the most prevalent, today there are really a large number of so-called digital wallets and various solutions for electronic money transactions that you can offer to the users. Because of the speed of payment, it will be especially appreciated by those who buy via mobile phones.

Some of the available applications are Authorize, Skrill, Stripe, Google Pay, Amazon Pay, Dwolla, WePay, and many others. The fact is that most of these services take a commission on each transaction, but keep in mind that to a great extent they facilitate and speed up the final stage of online shopping, as they usually allow one-click payment. In addition, each of the digital wallets pays great attention to the protection of sensitive personal data, which ensures secure online payment. To many users, this is most important.

 

CONCLUSION

When you sell something online, your e-store is open 24 hours a day, 365 days a year. You must not neglect the fact that visitors to your store are left to themselves. Even if you have implemented a real-time online customer support service, it may happen that the user will, due to dissatisfaction, first go away from the site, rather than contact the programmed help bots.

Bearing in mind the above statistics that indicate the ever-increasing use of mobile devices for online shopping around the world, what makes your internet shop stand out from the competition and make your customers happy with UI / UX design mobile phones are the following:

  • Quick page load
  • Optimal number and layout of the elements on the page
  • Simple site structure and efficient navigation
  • A detailed, overview and unique description of the product
  • The easy and secure online payment system

And another recommendation for the end - if you decide on a unique responsive site, try to be original in design and to create as innovative solutions and opportunities for your users as possible. If you manage to surprise visitors of the site, which is not so easy today and it is not so often, we are sure that it will be very pleased to keep buying in your e-shop and will always be happy to come back.

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