general2 min
ReplayJuly 2, 202658 minutesMark Roescher
From mobile visitor to customer: five UX mistakes that cost conversions daily
Discover the five problems that mobile visitors encounter time and again, with concrete examples and inspiration from Dutch and international brands.
Chapters
7Key Takeaways
- Prevent scroll fatigue by showing navigation options early on the page, such as sticky headers, tiles, or sideways scroll
- Use the Bite-Snack-Meal method to guide visitors step by step towards more detail without overwhelming them
+8 more takeaways
What's covered
- 1
Welcome and introduction
The speaker welcomes participants, explains the structure of the masterclass, and introduces the five UX mistakes that are central to the session.
- 2
About WUA and the benchmark approach
Mark Roescher introduces himself and explains how WUA benchmarks digital customer journeys by comparing multiple websites with each other.
- 3
Why mobile UX has so much impact
Based on external research, it's demonstrated that 81% of e-commerce sites score mediocre or poor on mobile and that mobile misclicks have increased explosively.
- 4
UX mistake 1: scroll fatigue from hidden navigation
Hidden navigation results in 20% less content discoverability. Brands like ASR, Eneco, and Mensis show how sticky headers, tiles, and tab structures solve this.
- 5
UX mistake 2: incomparable offerings on mobile
Comparing products side by side doesn't work on a narrow screen. ABN AMRO, VGZ, and bol.com show how swipeable tiles, locked rows, and toggles tackle this problem.
- 6
UX mistake 3: dull product presentation
Within 50 milliseconds, a visitor forms a first impression. Apple, Canopy, and ANWB show how video, contextual imagery, and consistent brand color bring a product to life on mobile.
- 7
UX mistake 4: non-transparent pricing in checkout
Unexpected costs late in the checkout process are one of the biggest reasons for abandonment. The speaker introduces three patterns that improve price transparency.
About this masterclass
More than 80% of your visitors browse on a smartphone. Yet four out of five e-commerce sites score mediocre or poorly on mobile user experience. The gap between browsing and actual purchase is large, and five recurring UX mistakes are largely responsible for this.
The five mistakes that cost conversions
Scroll fatigue occurs as soon as navigation is hidden behind a hamburger menu. Visitors who can't quickly find what they're looking for drop off. Brands like ASR and Eneco show how you can guide visitors step by step without overwhelming them by using product tiles high on the page, tab structures, and in-page navigation.
Incomparable offerings is the second stumbling block. On desktop you compare products with a simple glance from left to right. On mobile, features disappear as soon as you scroll. ABN AMRO solves this with a horizontal swipe where the peek effect, a visible piece of the next column, shows that there's more to compare. VGZ locks the row labels so the context never disappears from view.
Boring product presentation costs you the first impression. This is formed within 50 milliseconds and hardly changes afterward. Apple weaves scroll animations into the page so visitors experience the product instead of reading about it. Canopy uses contextual imagery to make a hotel promise tangible. ANWB brings back the brand colors at every scroll level so the brand identity never disappears.
Non-transparent pricing in the checkout is one of the biggest drop-off moments. Not because the costs are too high, but because they appear too late. On a small screen you need to make conscious choices about what you show when.
What you can do tomorrow
Walk through your entire ordering process today on a smartphone. Check if your navigation is directly visible, if visitors can compare products without having to remember, if your first full-screen image radiates brand identity, and if the pricing structure is clear early in the process. The brands in this webinar prove that small adjustments in structure and image use make a measurable difference in conversion.
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