Make it Boring: The Psychology of the Mobile Product Page
2. Give clear and distinct choices right away. Only display a subset of the options you usually show, and make the price available upfront. This is important. If users on desktops, laptops and tablets have short attention spans, here we're talking about an even shorter fuse.
Make prioritization decisions when serving the mobile version of your product page. You can use revenue per purchase, user analytics data for behavior on mobile or general traffic data if you don't have the segmentation maturity to go after the first two options, but it's important that you prioritize.
By making sure the options are clear, distinct and limited, you stand a better chance of closing that sale. Remember, prioritization includes saying no to many good options.
3. Plan for fat fingers, small screens. On the traditional desktop product page, making the call to action big is about directing attention. On mobile product pages, where you're not supposed to enable as many elements anyway, that's less of a concern. The size of the call to action is about allowing for the finger width to fit into the hotspot rather than just the fingertip width.
The mouse is a precision device; our fingers while we're walking or on a train, not so much. Providing margins for finger width goes a long way in ensuring what users need to do can be done with as few hassles as possible.
Again, this is another area where keeping the page Spartan and boring helps. No bells and whistles means more space for stuff that matters, like your call to action.
4. Boring is useful. Your product page isn't an interactive game, it's basically an ATM: used for a limited time, targeted, useful and annoying when it tries to do too much. Keeping it Spartan is a good idea, and testing how Spartan you can go is an even better one.
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
Connect with Tim on Google+