8 Reasons Why Mobile Doesn’t Convert, and How to Fix Them
Our research shows that the best results happen when a site or app adapts to where the user is in the decision process. Once someone decides what to buy, they should be able to do it with a minimal number of taps. But if they're undecided, they should feel free to explore and compare. Beyond this basic design issue, we also see a wide array of small usability problems in many mobile commerce sites and apps.
2. Confusing terminology: With small screens, every word used needs to be carefully considered. Make sure the language you use matches your customers’ vocabulary, specifically the tags and menus used to identify products and navigation buttons.
3. Menu mania: People are quickly confused by most menu systems that run more than two levels deep. If you need more than two levels, add a landing page after the second level to keep people oriented. Make it like an elevator in a department store, traveling between general categories of goods.
4. Carousel confusion: Carousels are controversial even on a desktop (just do a web search for "carousels suck"). If you must include one, keep the images clear and the words few (and large). Don't use a carousel slot for something that should be a navigation button.
5. Untappable items: Smartphone and tablet interfaces are built around the idea of direct manipulation. Ensure everything is tappable. The mobile paradigm is to tap and edit in place, rather than going forward and back.
6. PC surprises: Although research shows it's helpful to give mobile users the option of viewing the PC version of a site, it's not helpful to force people into it with no alternative and no warning. Give access to the PC view, but not by surprise.
7. Cross-device shopping: It's increasingly common for the purchasing process to extend across multiple devices. Track users across device types and make it easy for them to share a shopping session with themselves to resume later on a different device.