The growth of Mobile modified the consumer’s experience with the products and brands, and brought many contexts that should be analyzed. What once worked on the desktop currently cannot be as effective.
That is why is important to ask questions such as:
Who is your target audience? What he seeks? Your site is easy to navigate? By accessing your site, the user has a positive experience? The consumer would buy your product or service again?
After answering the questions, one must also identify the time when the user will access the site and the context in which it is inserted.
Today the user navigate a website while in a supermarket, traffic or watching TV, so a website designed to the user seated in front an computer screen may not meet all the user needs.
With that in mind, the UX is the key to the success or failure of a Project.
The first step to offer a good user experience is develop a responsive website (optimized for mobile) and that load quickly.
Amazon, for example, found that every tenth of a second that a page takes to load on mobile sales fall by 1%.
In the mobile envoirement, consumers focus on results and want to get what they need immediately.
To avoid losing sales and customers, your site should be intuitive, fast, simplify and delivery what the user needs. Remember that competition is always just a few taps or clicks away.
In order to help create the best mobile experience possible, Google made a survey of consumers, resulting in a list of design principles for sites that delight consumers and accelerate conversions. These principles are divided into 5 blocks,
namely: home page and site navigation, site search, commerce and conversion, form entry and usability and form factor.
In the list of principles, we highlight these:
- 1) Highlight your goal clearly: Your goal of interaction with your consumers must be well defined. Moreover, it is essential to make an analysis of what you want to highlight in the home and what the user is seeking.
- 2) Beware of promottions: Excess promotion may impair navigation and frustrate the user. Therefore, announce their promotions in moderation.
- 3) Searches are essential for the user to find what he need: Research fields must be visible and with relevant results. A good tip to optimize the searches is to use filters.
- 4) Create eficiente forms that improve your chances of conversion to reduce friction, frustration and redundancy: First, do not force the user to complete a complex registration before making the purchase, it may push away.
In addition, long and very complex forms can cause consumers to give up the purchase or look for the competition site, so be objective. The conversion experience of your user should be as simple as possible. Remember, the more
you help, the better. The ideal is pre-formulate fields, to avoid repetition and ask only basic information.
- 5) Make it easy the conversion in another device: This include products send by e-mail, share on social networks, and of course, offer the option of saving in the cart and recover in another device or occasion.
- 6) Test your site: It seems obvious, but many companies do not test. The mobile site needs to work on all devices, screen sizes and browsers available. The testing step is critical to success. It is worth noting that
tests need to be refreshed form time to time.