With the ever growing mobile shopping consumer base, we as designers need to truly understand the user journey and how we can build our designs off it.
To better explain this, I will use our latest eCommerce project as a case study – mister zimi
The Fashion brands consumer base was growing at a rapid rate, with social accounts gaining followers by the thousands. Their current eCommerce platform was clunky, slow and caused delays in product upload due to it’s CMS backend design. The site wasn’t utilising any social sharing and the purchase process was drawn out.
Before we could even think of coming up with the design solution, we had to gain a better understanding of their consumer base. What devices do they prefer to use? What browsers are they running? On a scale of 1-10 how comfortable are they on a computer? What other online stores are they shopping on frequently and were they shopping on these sites due to the ease of use, or purely brand loyalty.
What we learnt from our research.
45% of their users are on a mobile device
38% are on a desktop
66% use Safari
75% of their consumers are on Apple products
We saw a lot of users visiting the site via a mobile device, but not staying on long enough to make a purchase. Meaning a large portion of sales were lost purely based on the fact the current mobile site didn’t match up to the desired purchase journey to the brands consumer.
The brands demographic ranges from 15 – 65, so the site had to cater for users across all levels of online shoppers. This is where all of our user journeys are drawn out to determine the best course of action, where can we add slightly advanced technology and where do we have to keep it simple.
From our research we learnt that the users who do use the mobile site are there to shop, not to browse campaign images, not to watch videos and not read news articles. Right away we are able to reduce the amount of content showing on the site, which will speed up load time and focus purely on making sales.
‘57% of mobile customers will abandon your site if hey have to wait 3 seconds for a page to load. – Strangeloop Networks‘
The mobile eCommerce landing page
This is by far the most important aspect of the mobile journey, it will either scare off the user due to its non responsive design or engage the user to move forward towards a sale.
With our main menu hidden to give the products the focus, it gave us the opportunity to create a secondary menu purely for the landing page. A simple, easy to use grid of category buttons to get the journey started with a mix of product previews below incase you were just up for a browse.
Our mobile social approach differs from other brands in their category, we wanted to keep people on site and better increase the experience rather than shoot the user to Facebook or Instagram. So when you land on the site instead of seeing giant social call to actions you are greeted with a campaign image and matching product category buttons. Our main social focus was on sharing the products not gaining followers mid purchase so on each product page we implemented a simple to use all in one social sharer.
Now let’s skip forward in our story to two weeks after the launch… ( I can’t give away all our secrets 😉 )
The mobile users have increased to 57.43% and an average session time of 4:45 minutes.
Overall store sales have increased and site traffic has reached such a level we had to move the online store to a dedicated server!
So to sum up – research your consumer base and desired purchase journey before you start moving pixels around. At the end of the day it doesn’t matter how beautiful your eCommerce design is if it can’t translate to sales.