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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.

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.

Chapters

8

Key Takeaways

  • Prevent scroll fatigue with sticky menus and maximum 30 items per page
  • Use top categories to simplify complex product overviews
  • Implement comparison features to help customers choose efficiently
  • Always show the number of search results for clear expectation management
  • Offer favorite options so customers can return to interesting products later
  • Use choice assistant tools with extensive product catalogs of 1000+ items
  • Place products side by side with clear differences in specifications
  • Integrate social proof such as ratings to speed up the decision-making process

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 Univé 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.

Speaker

MH

Menno Hoek

WUA

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