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The study was held through 119 hour-long, in-person usability sessions with participants in the US. Participants were asked to perform key tasks across a diverse set of mobile sites. iOS and Android users were included, and users tested the sites on their own phones. For each site, participants were asked to voice their thoughts aloud as they completed conversion-focused tasks like making a purchase or booking a reservation.
Designing for mobile devices
Mobile devices have quite different hardware characteristics compared with desktop or laptop computers. Their screens are usually smaller, obviously, but they also usually automatically switch the screen orientation between portrait and landscape mode as the user rotates the device. They usually have touch screens for user input.
Home page and site navigation
Keep calls to action front and center
Make secondary tasks available through menus or “below the fold” (the part of the webpage that can’t be seen without scrolling down).
Keep menus short and sweet
Mobile users don’t have the patience to scroll through a long list of options to find what they want. Reorganize your menu to use as few items as possible, without sacrificing usability.
Make it easy to get back to the home page
Users expect to go back to the homepage when they tap the logo in the top-left of a mobile page, and they become frustrated when it isn’t available or doesn’t work.
Don't let promotions steal the show
Large app install interstitials (e.g., full-page promotions that hide content and prompt users to install an app) annoy users and make it difficult to perform tasks. In addition to annoying users, sites that use interstitials may see a negative impact to their search rankings.
Make site search visible
Users looking for information usually turn to search, so the search field should be one of the first things they see on your pages. Don’t hide the search box in a menu.
Ensure site search results are relevant
Users don’t scan through multiple pages of results to find what they’re looking for. Make life easier on users by auto-completing queries, correcting misspellings, and suggesting related queries. Rather than reinventing the wheel, consider robust products like Google Custom Search
Implement filters to narrow results
Study participants rely on filters to find what they’re looking for, and abandon sites that do not have effective filters. Place filters above search results, and help users by displaying how many results will be returned when a specific filter is applied.
Guide users to better site search results
For sites with diverse customer segments, ask a few questions before presenting the search box, and use the customer’s responses as search query filters to ensure that users get results from the most relevant segment.
Commerce and conversion
Let users explore before they commit
Study participants were frustrated by sites that require upfront registrations to view the site, especially when the brand was unfamiliar. Although customer information may be integral to your business, asking for it too early may result in fewer registrations.
Let users purchase as guests
Study participants viewed guest checkouts as “convenient”, “simple”, “easy”, and “quick”. Users are annoyed by sites that force them to register for an account when making a purchase, especially when the benefit of an account is unclear.
Use click-to-call buttons for complex tasks
On devices with calling capabilities, click-to-call links enable users to make a phone call by simply tapping a link. On most mobile devices the user receives a confirmation before the number is dialed, or a menu is presented asking the user how the number should be handled.
Make it easy to finish on another device
Users frequently want to finish tasks on other devices. For instance, they might wish to view an item on a larger screen. Or they might get busy and need to finish later. Support these customer journeys by enabling users to share items on social networks, or by letting users email themselves links from directly within the site.
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