Product images are quick to swipe horizontally ( and are not stacked in a vertical row )
Users should be able to quickly swipe through an items images horizontally , and not have to scroll down to view a series of images .
Product images / videos / other assets are high quality ( to reassure new users )
Online and in-app , your images / videos / other assets are the product , since there is no physical dimension of the product . So , they should be high quality , to maximise the impact of merchandise and inventory , capture the attention of app users who may skim , and drive call-to-actions . Android Graphic assets should be crisp : always provide XHDPI ( and now XXHDPI ) iOS recommends you supply @ 3x assets for iPhone 6 Plus and @ 2x assets for all other high-resolution iOS devices .
Product images can be easily zoomed into ( and are still high quality )
Users should be able to easily zoom into a product image to inspect it in more detail , by double clicking or selecting a zoom button . The zoomed-in images need to maintain high quality . And to avoid making the user think , state the action required , e . g . Double Tap to Zoom .
“ Self-help ” is becoming the new norm 1-in-3 shoppers use their smartphones to find information instead of asking store employees .
Mobile in Store Research , 2013 , Google
Helpful product content is easy to find and is reassuring ( e . g . product details , specs , FAQs )
Users expect to see product details , and the depth of content provided should be appropriate for each type of product , in order for the user to make a conversion decision . Specifications should be provided for products that customers may need to see in order to make a purchase decision , e . g . for large ticket items ( like cars ), technical items ( like computers ), complicated items ( like insurance cover ).
Customer reviews or testimonials are easy to find and are reassuring
At this key conversion point , users may need to further research the item or see related info , before making a decision . Such self serve content could be in the form of FAQs , a general help section in the app , a size guide overlay on the product screen , etc .
“ 28 % of shoppers will abandon their shopping cart if presented with unexpected shipping costs .”
VWO , eCommerce Survey 2014
Costs are transparent ( including taxes )
Items should clearly display all costs and any associated taxes to reassure users . Unexpected shipping costs , taxes , etc . are the most cited reasons why users abandon shopping funnels .
Stock / inventory ( ideally local ) availability information is provided ( for impulse or last minute shoppers )
Availability of stock or inventory ( e . g . hotel rooms ) is important to app users , since they are the users that are most likely to purchase or book at the last minute or on impulse , and you need to satisfy their urgency . And “ local ” availability enables users to buy / book nearby and then collect / arrive immediately . ( See image 16 )
Primary call-to-action button is the most prominent on-screen element , and secondary call-to-action button is in close proximity to it
The primary CTA should be the most prominent button on screen , and your eyes should naturally be drawn to it , e . g . Add To Basket , Book Now , Submit Form , etc . And , secondary CTAs should be in close proximity to it , to satisfy cross-device behaviours ( micro-conversions ), via features such as Email Product , Add to Wish List , etc . ( See image 17 )
User can see suggested products or listings ( e . g . similar or recommended products )
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