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What Do Users Want from Mobile Sites?

A quick re-post from Econsultancy today – they did a brief study on what users really want from a mobile site – and found out that it really depends on the type of site, and what the user is after. Some brief findings:

Overall

Web users prefer a mobile optimised site for shopping and browsing, but expect the same brand experience they would find online or through other channels, according to a new study.

Homepage

The survey results suggest that users want simplicity from a homepage, yet it still needs to portray the brand.

Navigation

Users expect to be able to browse and buy the same range of products on a mobile as they can on the main website, and this means that navigation has to work well.

Product pages

Product pages need to provide enough detail so that the user can make an informed decision about whether or not to buy the product.

Shopping Cart

…make sure that the information and features that customers expect from shopping baskets should not be lost when they are optimised for mobile.

One key takeaway is that mobile users expect the same experience and choice as they find on desktop websites, which means providing product details, multiple images and reviews, as well as information about delivery charges and timescales.

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