The document outlines 12 best practices for mobile commerce (mCommerce) based on building mobile experiences for hundreds of mCommerce customers. The best practices include letting data drive decisions, offering multiple payment options, clearly indicating where users are in flows and what buttons do, streamlining checkout, optimizing for speed, using large touch targets, switching to gallery views for images, removing unnecessary fields and pages, ensuring responsive touch and keyboard interfaces, guiding users with consistent button styles, and continually testing and learning from mobile user behavior.

1. ["1"]" August"14,"2013"
∂"
12"mCommerce"Best"Prac9ces"
∂"
Jarret&Cuisinier,&Sr.&Director&of&mCommerce&
David&Klein,&Lead&UX&Designer&

2. ["5"]" August"14,"2013"
! Founded:"2007"
! HQ:"San"Francisco,"CA"
! Offices:&New"York,"London"
! 15&Billion+&mobile"page"views"transformed"in"2013"alone"
! Over&200&live"enterprise"class"mobile"assets"run"Moovweb"
! Investors:"Jafco"Ventures,"Trinity"Ventures,"Andy"Bechtolsheim""
! Patent:&Website"Virtualiza9on"(U.S."Patent"8,438,312)""
"
About"Moovweb"
"

3. The"Moovweb"PlaZorm"

4. ["7"]" August"14,"2013"
"
Moovweb"Responsive"Delivery""
Leverage'the'web'you'have…'to'get'the'mobile'experience'you'want.'
"
! "Leverage,"don’t"rebuild.""
! "Unify"web"&"mobile,"don’t"create"silos."
! "Deliver"in"weeks,"not"months."""
! "Create"business"agility,"not"complexity.""
! "Invest"strategically,"not"in"a"short`term"bridge."

5. ["9"]" August"14,"2013"
Mobile"is"different.&
(obviously)&

6. ["10"]" August"14,"2013"
"
The"devices"are"touchable"
&
! Things"must"appear"
tappable"(if"they"are)"
"
! Data"entry"should"be"
touchable"
"
! Beauty"macers—touch"is"
in9mate"
&
&
&

7. ["11"]" August"14,"2013"
! Must"have"efficient"use"of"
space"
"
! Need"clear,"some9mes"
singular,"user"path"
&
! Simplicity&
&
"
The"screens"are"smaller"
&

8. ["12"]" August"14,"2013"
! Leverage"geo"layer"and"data"
"
! Must"compete"with"external"
distrac9ons"
"
! Things"must"be"quick""
"`"Quick"to"understand"
"`"Quick"site"speed"
"
! Abandonment"will"be"higher"
"
! Behaviors"are"different"&
&
&
The"experiences"are"portable&

9. ["13"]" August"14,"2013"
! Speed""
! Efficiency"
! Clarity"
&
&
&
! Price"checks"&"reviews"
(ohen"in"store)"
"
! Purchase"later"online"
or"offline"
! Serendipity"
! Personaliza9on"
! Entertainment"
&
&
&
BUY&
“I&want&it&now.”&
&
&
RESEARCH&
“I&need&to&know&
more.”&
EXPLORE&
“Killing&Tme,&but&
maybe…”&
'
The'three'mCommerce'use'cases'
'
Mobile"customers"are"different&

10. ["14"]" August"14,"2013"
But,"with"different"devices"and"customers"your"
approach"to"mobile"must"be"different."
&
Your"business"isn’t"different…&

11. ["15"]" August"14,"2013"
12"mCommerce"Best"Prac9ces"
(based"on"building"100’s"of"mobile"experiences"for"100’s"of"mCommerce"customers)"
How?&

12. ["16"]" August"14,"2013"
Let"the"data"drive&1&
! Put"the"data"in"a"posi9on"to"tell"
you"what’s"important"
"
! Know"your"KPIs"
"
! Compare"with"industry"
benchmarks"
"
! Make"changes"that"drive"specific"
metric"goals"
"
! A/B"test"to"see"what"really"works"
&
&

13. ["17"]" August"14,"2013"
Let"customers"pay"the"way"they"like&
No'guest'op<on'
2&
Guest'op<on'
Checkout"as"
guest"

14. ["18"]" August"14,"2013"
Let"customers"pay"the"way"they"like&
Add'payment'op<ons'that'make'sense'for'your'customers'
2&
Example"op9ons:&
Alternate"payment"
op9on"

15. ["19"]" August"14,"2013"
Tell"users"where"they"are&
On'pages'
3&
In'flows'
Page"header/9tle"
Chevron"detailing"
checkout"flow"steps"

16. ["20"]" August"14,"2013"
Tell"users"where"they"are"going&
Vague'buFons'
4&
Specific'buFons'
next&
con9nue&
checkout"now&
con9nue"shopping&
guest"checkout&
ship"to"this"address&

17. ["21"]" August"14,"2013"
Narrow"the"checkout"flow&5&
Home'&'typical'checkout' Home'&'“narrowed”'checkout'

18. ["22"]" August"14,"2013"
Need"for"speed&6&
100ms"of"
latency"costs"Amazon"
1%"in"sales"&
Loading
12#Ways#to#Speed#up#Your#Mobile#Site#
(hcp://www.slideshare.net/Moovweb)&
=&$

19. ["23"]" August"14,"2013"
Be"big&7&
13pt"font"
44"pixels"
44"pixels"
44"pixels"
44"pixels"

20. ["24"]" August"14,"2013"
Go"gallery"(if"images"macer)&
List'view'
8&
Gallery'view'

21. ["25"]" August"14,"2013"
Cut"the"fat&
Cut'fields''
9&
Cut'pages'
Single"name"field"
Two"checkout"pages"
(cut"from"five"pages)"

22. ["26"]" August"14,"2013"
Pave"the"golden"brick"road&
Tappable'selec<ons'
10&
The'right'keyboard'Tall'&'wide'fields'

23. ["27"]" August"14,"2013"
Show"them"the"way&
Use'a'unique,'primary'buFon'style'to'guide'users'on'each'page'
''
11&

24. ["28"]" August"14,"2013"
Keep"learning&12&
! Mobile"is"nascent"and"quickly"evolving"
"""""`"no"one"has"it"all"figured"out"
'
! Use"data"as"your"guide"
"
! Test"and"learn"
"
! Work"with"flexible"technology"
"
&
&

25. ["29"]" August"14,"2013"
The"12"mCommerce"Best"Prac9ces&