3 Things People Hate About Shopping On Mobile Websites

Mobile shopping
REX Features.

Online shopping has become the preferred method for many Americans, and the proof is everywhere. Just this past holiday season, shopping malls felt the sting as shoppers skipped store lines and took the online route to meet their holiday needs.

As more and more retailers feel the pressure to take their businesses to the digital realm, they are finding that mobile commerce is a major part of the equation.

In December, Bizrate Insights, a division of Connexity, projected that mobile commerce could grow by nearly 70 percent in 2016.

But that mobile boom is not without its challenges. A new study, by the same company, has revealed several things online shoppers hate about shopping on mobile devices.

Read on for three nuisances of mobile shopping and how companies can remedy them.

Teeny-Tiny Images & Text

“Great mobile shopping experiences require a delicate balance; space is extremely limited, but content must be large enough to read,” said Hayley Silver, Bizrate Insight VP. “E-tailers must be more thoughtful in their mobile content prioritization, and the number-one priority on their list should always be images. Product images are the bread and butter of an e-commerce business, and in mobile they are even more crucial.”

Being able to see the product in detail is important, and shoppers must be able to read available shoe sizes, colorways and delivery options.

Inconsistent Product Availability

Bizrate Insight’s survey found shoppers were particularly put off by conflicting product offerings on mobile versus desktop and in-store.

“Completely changing your navigation or product availability on mobile can lead to frustration for omni-channel shoppers,” Silver said.

Silver suggests that retailers should help customers locate nearby stores when a desired product is only available in stores. Companies should also improve “discoverability” on mobile by having consistent navigation across platforms.

Constantly Zooming, Pinching & Mis-clicking

The top mobile pain, cited by 33 percent of online shoppers, was the need to constantly enlarge their screen to click on the correct thing.

“Mobile experiences that require a lot of zooming not only frustrate people, they tend to cause a lot of “mis-clicks” that send the user to a new page unintentionally,” Silver said. “This can lead to a frustrating experience, wasted loading time and a higher bounce rate.”

Silver suggests retailers build their mobile sites with more scrolling than clicking, as mobile shoppers tends to use scrolling more often. Also, if a button or an image acts as a link, place a few pixels of “padding” before the link to reduce stray clicks.