What do your users want to do from their smartphone? That is the question that companies must do themeselves in order to understand their user’s needs. Focus on users experience is one of the keys to ensuring the success of a mobile site.
One of the common mistakes brands make is to assume that because they know from wich device the user is interacting with, they can predict the criteria they are going to use.
Another mistake is to assume that users only want to access content “important” to them, when what is “important” or “irrelevant” to the user constantly varies.
Finally, brands usually let UX machines take all the decisions on mobile sites. This is a work that should be carried out together by different areas, aiming to achieve the objective.
The question then is which are the most important interfaces in a mobile site? These are:
- Homepage
When a mobile site is opened, the user has to find everything easily. Calls to action should be highlighted and navigation menus should be easy to understand. There must be easy to go back home and promotions can not be intrusive.
The site should be optimized for mobile. This means that no clicking should be needed to zoom, there’s no need to use hyperlinks that open in new tabs, and other issues that complicate the user navigation.
- Seeker
The Finder mobile site should be always visible at the beginning of the page and provide relevant results for the user. The use of filters can be of great help to guide users.
Choose neutral colors as wallpaper and highlight calls to action, as well as prices, reviews and stock, can help supplement the user experience.
- Forms
Forms can be a source of success or failure. The important thing is to design it efficiently asking only essential information and guiding users along the way.
Forms:
-They must be brief and friendly.
-They must be tools to facilitate data entry (such as autocomplete).
-They must show when a field has been completed successfully.
In conclusion we mention that the homepage, the online search and forms are some of the interfaces users deal with , but are those that define the permanence of consumer mobile site and the success of your conversions.
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