Mobile e-Commerce Apps
Best Practices For Improving UX and
Global mobile commerce spend continues to grow year
Designing an experience to
capture and convert mobile
shoppers is becoming vital to all
• How do customers discover your products?
• What causes them to download your app?
• What channels help increase basket size?
For example, leveraging social can be a major advantage: the average order
value from Instagram marketing is $65.00.
Understanding the full customer journey is crucial to
optimizing the user experience at each step
Designing the best mobile eCommerce
experience requires optimizing 5 key stages:
Entry is the stage at the top of the funnel - getting
users into the app. It’s important here to remove all
barriers to usage and adoption of your mobile app.
Find ways to get users into the substance of the
app so that they can use and experience the value
of your service right away. Entry points in mobile
• User Generated Content
ASOS is a leading eCommerce retailer that has
designed customizable alerts for its shoppers
available on all platforms -- including the new
Apple watch. ASOS holds a rare 5-star review by
over 1000+ users in the App Store.
By making notiﬁcations visual and customizable,
ASOS adds value by reducing friction at the most
difficult conversion point: entry.
1. ENTER (continued)
CUSTOMIZED, VISUAL NOTIFICATIONS
Once the user is in your app, having streamlined,
intuitive navigation is crucial for engagement and
retention. Nothing is more frustrating for a user
than not being able to ﬁnd and accomplish what
they came to do.
Important elements in navigation include:
• Menu drawer is accessible from all app levels
• Advanced search ﬁlters are available
• Lateral navigation that is sequential and
Revolve Clothing provides one of the navigation, search, and ﬁlter mobile
experiences in eCommerce by focusing on:
1) Linear browsing ﬂow from left to right
2) Clear navigation names
3) Consistent search and ﬁlter tools
Users in the App Store rave about how easy it is to browse products in the
Revolve Clothing app and either save or purchase them intuitively based
on the icons and menus.
Revolve also makes great use of the screen real estate by using transparent
menus that overlay high-quality brand photos for seamless scrolling.
Wherever a user is in their browsing experience, Revolve makes it intuitive
and easy to navigate to any task they want to accomplish.
2. NAVIGATE (continued)
INTUITIVE, CONSISTENT FLOW
Having quality product content in the app is crucial to
help users make purchase decisions. Without the right
content, chances of conversion are slim.
As more browsing occurs on smartphones and tablets,
creating content custom for these devices will improve
conversion. Important content elements to consider:
• Variety of photos, from different angles to user
• Videos that exhibit product
• Charts that provide detail on product speciﬁcations
• User reviews
Zappos is one of the leading retailers focused on helping
consumers better experience what they are about to buy.
To accomplish the best possible product browsing and
research experience, Zappos focuses on:
1) Encouraging high quality product reviews
2) Custom, in-depth product videos
3) Photos of product at various angles
4) Detailed sizing information
By providing comprehensive information in their mobile
app, Zappos consolidates all product content, preventing
users from needing to leave the app to search for
3. BROWSE (continued)
DELIVER COMPLETE CONTENT
The most crucial step in the funnel - the actual
conversion! Ensuring that this entire process is as
seamless and pain-free as possible. 50% of checkout
processes ask for information more than once - don’t
be one of them!
Important aspects of the purchase experience:
• Storing known user information for repeat use
• Have complete order information in summary
• Decrease # of steps in checkout process
Amazon famously makes buying as simple as possible, from
introducing Prime to their new device Dash. Like Uber, Amazon
believes in seamless payments and accomplishes it through:
1) Visual and voice search
2) “Buy Now” Button as call to action
3) One Click physical devices (i.e. Dash)
4) Cross-device integration with iWatch
Making purchasing as easy as possible, Amazon removes the friction
and pain in the shopping cart analysis and credit card input process.
4. PURCHASE (continued)
ONE CLICK, SEAMLESS TRANSACTION
Once the user completes the transaction (hooray -
conversion!), be sure to create opportunities for
the user to return and repeat the cycle.
After checkout is complete, hook the users by
showing them new content or having them opt
into notiﬁcations or reminders about products they
have previously saved or may purchase in the
future. Key aspects to consider:
• Automatic product recommendations
• Notiﬁcations and e-mail
• New content and product features
Spring and Wanelo are two shopping apps that drive engagement
through fresh, quality content. According to research by Google, apps
that drive the highest engagement have the following key features:
1) Appealing app design and aesthetic (57%)
2) Always has new content (45%)
3) Access to previous browsing behavior
4) Delightful tone of voice
Categories such as “Discover”, “Trending”, “Magic”, “My Feed”, or
“Browse”, hook users by consistently delivering new content that is
unexpected. By including calls to action such as “Save For Later”, the
best eCommerce apps also create switching costs for users who want
to access previously favorited items that they may want to revisit.
5. RETURN (continued)
VARIETY AND DELIGHT HOOK USERS
Keep these 5 steps and best practices in mind for
designing the most engaging mobile app!
For more tips, follow @pixlee.
KPCB Product Fellow and MIT Sloan MBA with experience at the intersection of business, design, and technology.
Pixlee is a content marketing platform that helps brands leverage the content generated by their customers
to drive sales.
We work with over 100 customers, including top brands such as Kenneth Cole, Converse, UGG Australia,
Mattel, Charlotte Russe, Marriott Hotels, and AMC Theatres, to drive higher online conversion, increase
performance of owned media, and create a more authentic brand experience.
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