Top 7 Mobile Usability Problems
Is the reason for low mobile conversions because we’re doing it all wrong in the first place? According to Michael Mace, VP Mobile at UserTesting, that is exactly the case. Why? We tend to focus on what percentage of site visitors arrive via mobile when instead we should be focused on whether or not they are purchasing products. Potential buyers are constantly using their phones for research, especially when they’re out and about. So why aren’t they buying?
Here are the top 7 reasons why:
- Un-tappable Items – If a user can’t tap on a button, image, link or anything that looks like it will take them to where they want to go, not being able to do it will frustrate them enough to go somewhere else.
- Confusing Terminology – Headlines and content often don’t match with what customers are looking for. Are they looking for boots or tennis shoes? Be specific. Seek to understand whom your customers are and how they relate to content. Use that knowledge when generating copy and navigation structures.
- Number Pad Blues – Ever go to a site on your phone and go to type information into the text fields and struggle with getting the right keypad to display? Entering credit card, billing or shipping information can be a pain in the ass when you’re flipping back and forth between keypads. Use HTML5 inputs to call out proper keyboard (e.g. input type =email, type = number).
- Carousel Confusion – Carousels are distracting and don’t translate well to mobile. It makes for extra work. Get rid of the carousel. It’s not a menu.
- PC Surprises – A PC Surprise occurs when designers forget to make all pages mobile-friendly. Don’t lose customers by surprising them with a PC experience when they are expecting a mobile experience. Convert ALL of your pages.
- Search and filtering nightmares. – Search is one of the most used navigation pieces on your site. If you make items hard to find, they’ll bounce right out. Make search easy. Try to avoid drop-downs and use touch-points for things like sizes and colors. Keep the filter choices relevant. It goes back to knowing how your customers relate to your products.
- Menu Madness – Latency and multiple layers of menu options are super frustrating to shoppers. Use analytics to identify where customers are clicking the most and get rid of the rest. Repeat this exercise often, as trends will change.
Content for this article was presented during the 2016 Conversion Conference in Las Vegas.