How to create the best customer experience on mobile web

What's covered

1. 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. 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. 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. 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. 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. 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. 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. 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.