insurance2 min
ReplayJune 1, 202359 minutesMenno Hoek
How to create the best customer experience on mobile web
Learn how to tackle mobile UX problems like scroll fatigue and fragmented comparison. Discover concrete action points to improve conversion.
Chapters
8Key Takeaways
- Prevent scroll fatigue with sticky menus and maximum 30 items per page
- Use top categories to simplify complex product overviews
+6 more takeaways
What's covered
- 1
Welcome and mobile CX introduction
Introduction of Menno and Koen, explanation of the importance of mobile customer experience and practical tips for the session.
- 2
Mobile vs desktop usage in orientation and purchase
Interactive polls show that 73% orient on mobile, but 67% still purchase on desktop. Figures on mobile commerce growth.
- 3
The problem: 7 out of 10 has poor mobile experience
Survey among 20,000 consumers reveals that moderate mobile experiences lead to drop-off and loss to competitors.
- 4
Stumbling block 1: Recognize and prevent scroll fatigue
Definition of scroll fatigue as monotonous, time-consuming scrolling. Examples of Rabobank's simple navigation and expectation management.
- 5
Coolblue and Dutch Government: sticky elements and filtering
Best practices such as sticky menus, visible search bars and filter buttons that combat scroll fatigue in product overviews.
- 6
Checklist against scroll fatigue: scan, navigate, choose
Concrete action points: help with scanning (max 30 items), navigating (sticky menus) and choosing (recommendations, urgency).
- 7
Stumbling block 2: Fragmented versus efficient comparison
MediaMarkt as a negative example of too many clicks. Unive, Rabobank and Amazon as examples of efficient comparison.
- 8
Solution for large catalogs: choice assistant tools
Advice for webshops with thousands of products: use choice assistants to filter to a relevant subset of 3-4 options.
About this masterclass
Research among 20,000 consumers across fifteen countries shows that mobile shopping is becoming increasingly dominant, but the experience often disappoints. While 73% of browsing happens via mobile, 7 out of 10 mobile shoppers regularly experience a poor web experience.
The biggest stumbling blocks
Scroll fatigue tops the list of mobile frustrations. Consumers become mentally tired from endless scrolling while searching for information. Companies like Rabobank and Coolblue tackle this with sticky menus, clear navigation and smart filter options that minimize scrolling.
Fragmented comparison forms the second major problem. Users must constantly click back and forth between product pages to understand differences. Successful players like Unive and Amazon make comparison efficient by making key product information directly visible and using comparison tables.
Concrete solutions
The best approach combines three elements: help users with scanning through top categories and limited item lists (15-30 per page), facilitate navigation with sticky elements and visible search bars, and support decision-making with recommendations and choice assistance tools.
For webshops with large assortments, choice assistance tools are essential. Through targeted questions, you filter thousands of products down to a manageable selection of three to four options.
This webinar offers a complete roadmap to transform mobile UX problems into conversion opportunities, complete with checklists and best practices from market leaders.
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