PRINCIPLES OF MOBILE SITE DESIGN

PRINCIPLES OF MOBILE SITE DESIGN: DELIGHT USERS AND DRIVE CONVERSIONS CONTENTS INTRODUCTION 03 METHODOLOGY 04 HOMEPAGE & SITE NAVIGATION 05 SITE SEARCH 11 COMMERCE & CONVERSIONS 17 FORM ENTRY 24 USABILITY & FORM FACTOR 31 TECHNICAL CHECKLIST 40 INTRODUCTION Consumers increasingly rely on the mobile web for research and discovery, which makes it more important than ever for companies to have an efective mobile presence. But what makes a good mobile site? To answer this question, Google and AnswerLab undertook a research study examining how a range of users interacted with a diverse group of mobile sites. Our goal: To establish mobile site design best practices. 03 METHODOLOGY The study was held through 119 hour-long in- The results uncovered 25 mobile site design person usability sessions with participants in principles, which we’ve grouped into fve sections: Chicago and San Francisco. Homepage & Site Navigation Site Search Participants were asked to perform key tasks Commerce & Conversions on their own phones. Both Android and iOS Form Entry users were included. Usability & Form Factor For each principle, we cover insights from our For each site, we asked the participants to study, the key takeaway for your site design and complete a conversion-focused task like an illustrated example from a best-in-class site.making a purchase, booking a reservation or researching plans/prices.