This is the third installment of a 4 part series on mobile commerce design and usability:
Part 1: Home Pages and Navigation
Part 2: Search and Category Pages
Part 3: Product Pages and Cart Summary
Part 4: Forms and Checkout
This series is based on a review of 10 mobile ecommerce sites: Best Buy, Target, Sephora, Moosejaw (old and new design), Barnes and Noble, Amazon, Sears2Go, Ralph Lauren and Tickets.com. (Links point to mobile versions of each site)
Product Pages
Though you can access e-stores on any smartphone, product pages on mobile optimized sites are much more usable, as you can see below:
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This is the second installment of a 4 part series on mobile commerce design and usability:
Part 1: Home Pages and Navigation
Part 2: Search and Category Pages
Part 3: Product Pages and Cart Summary
Part 4: Forms and Checkout
This series is based on a review of 10 mobile ecommerce sites: Best Buy, Target, Sephora, Moosejaw (old and new design), Barnes and Noble, Amazon, Sears2Go, Ralph Lauren and Tickets.com. (Links point to mobile versions of each site)
[Read the full story]
While most retailers have enough challenge optimizing for the Web, along comes the mobile Web with its own demands, usability challenges and opportunity. Websites designed specifically for mobile devices are not new, but are few and far between when it comes to online retail. And if serving customers wherever they are is important to your e-biz strategy, you can’t rely on smartphones to translate your Web store into a Mini-Me mobile version and expect it to be usable. The difference between optimized and non-optimized sites is night and day.
Consider the WWW’s usability hiccups of the late 90’s — some which are still problematic today:
1. Scrolling, horizontal scrolling
2. Small fonts, unfriendly Web fonts
3. Broken images, incompatible plugins
4. Links that don’t appear clickable
5. Slow loading pages (remember “World Wide Wait?”)
6. Complicated navigation, poor labeling
7. Search tools that can’t handle synonyms and misspellings
8. “Banner blindness” – if something looks too much like an ad, it’s ignored
9. Complicated form fields
10. Required registration before checkout
11. Unclear information, site instructions
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The following is a summary of Elastic Path’s webinar Multichannel 2.0: Are You Ready for the Next Generation of Commerce Channels? The webinar is also available for replay or download.
What is Multichannel 2.0?
Traditional, Multichannel 1.0 includes retail, mail order, call center and online store. Emerging technologies like mobile phones, Internet protocol TV and set-boxes, store kiosks and digital signage and consumer electronics like iPod touch, gaming consoles and portable book readers like Amazon kindle — the next generation of shopping channels is what we at Elastic Path refer to as Multichannel 2.0 — anything that has the potential potential to access your information assets and facilitate transactions through them.
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Not all ecommerce projects fit into a nice little box. Some industries have very complex sales and require advanced features like product configurators, bundling of products, accessories and services that need heavy customization. The telecommunications industry is a perfect example.
For telcos with mobile service offerings, an ecommerce platform must have the ability to support a complex sale where the customer selects a phone, a rate plan, a term length, additional services such as text messaging and caller ID, product accessories like a case or Bluetooth headset and even options like “I want to keep my own phone number” or “I don’t want my number to appear on caller ID.” It’s possible that no two product configurations are exactly the same.
The ecommerce platform must also support special promotions and customer service like upgrading a plan, renewing a contract, adding services or purchasing an additional handset.
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