Conversion Optimization

12 common traits of high-converting mobile product pages

12 tried-and-tested tricks to turn your mobile product page into a conversion magnet and make your customers stick.

12 common traits of high-converting mobile product pages

In the last 6 months, more and more online shoppers (79%) have purchased on mobile.

However, mobile users convert at a rate of 1.32% only whereas desktops convert at a rate of 3.82%. 

Despite a higher inclination among people to buy online, mobile conversions still seem abysmal. 

The problem lies in faulty UX on mobile product pages—it leads to annoyed visitors who would rather spend their time elsewhere. In fact, this is a major pain point eCommerce business owners face during product page optimization.

In this post, we'll be looking at 12 things you can learn from successful mobile product pages to improve your conversions.

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12 ideas you can steal from successful mobile product pages

1. Essential info - always above the fold

Brands such as Project Juice, Kodak, and Whole Truth Foods are great examples of strategic placement of content above the fold.

Norman Nielsen Group’s study reveals that around 57% of customers spend their time viewing pages above the fold. 

What to learn: 

a) Showcase an immediate benefit to the visitor. This hooks them into lingering around for more time and engaging with what you have on offer. 

Check out how Project Juice does it. 

example of an offering a product benefit above the fold on a mobile product page


b) Offer a glimpse of the product and its features. This helps in creating anticipation for the customer.

Kodak’s example is crisp and attractive enough for anyone to pause and read. 

example of sharing product details above the fold


c) Highlight the CTA and make it extremely relevant.

Whole Truth Foods showcases its CTA in an attractive color combination, enforcing it by mentioning the cart price and adding an offer as well. 

example of a powerful CTA above the fold on a mobile product page


2. Fewer scrolls

Check out how brands like Disguise Cosmetics, Himalaya, and Innocent Drinks present their content on their mobile product pages to improve readability and boost engagement.

Trying to consume too much content in the limited space of mobile devices can be difficult for customers. Hence, avoid giving them a content overload and keep your copy clean and crisp.

What to learn: 

a) Create collapsible content blocks. This prevents endless scrolling on the visitor’s part to discover information that they might find helpful.

Disguise Cosmetics does this wonderfully by condensing a lot of useful facts about the product. The blocks are also easily expandable. 

example of content blocks on mobile product pages


b) Experiment with tabbed content. This can easily help visitors access the content that’ll drive their purchase decisions.  

Innocent Drinks does make tabbed content fun to read for their customers.  

example of tabbed content on mobile product pages


c) Add back to top links. This is ideal for longer mobile product pages. 

d) Keep the product descriptions higher. This enables visitors to get a look and feel of the product along with relevant information, all at once.

Here’s how Himalaya’s product description placement ensures customers are engaged from an early stage.

example of smart product description placement on mobile product pages

3. Searchable reviews

These examples from Marks & Spencer and Yelp show how searchable reviews on mobile product pages improve the customer's buying journey a great deal.

Customer reviews can be difficult to view on a mobile product page since there may be a lot of them. Making reviews searchable is a great way to speed up the customer decision-making process. 

What to learn:

a) Add specific filters for reviews. This reduces guesswork for the visitor by keeping the reviews super personalized. 

Marks & Spencer does it rather effectively in a limited space. 

example of size chart as popup on mobile product pages


b) Don’t hide negative reviews. As challenging as they sound to the brand’s image, they offer a more wholesome view and also create trust. 

Here’s an example from Yelp

example negative reviews on mobile product pages

4. Super prominent search bar

Brands like Nykaa, Home Depot, and Bite Toothpaste Bits use their search option innovatively.

While the search bar function can easily be overlooked as being simple, it holds enormous power to convert. A highly visible search bar can quickly help visitors find what they’re looking for from among multiple products and categories. 

What to learn:

a) Opt for an icon instead of a search box. This takes up lesser space and doesn't look cluttered.

Nykaa Fashion features both icon and search box tied together in a seamless placement. 


example of a search bar icon in a mobile product page


b) Avoid placing the search button behind a hamburger menu. Instead, keep it in and around the header.

c) Keep autocorrecting disabled. It can potentially frustrate visitors and make them quit the search and drop off.

d) Optimize autosuggest. This can make the customer’s journey smoother by reducing their effort.

Home Depot introduces the autosuggest function in a slick, non-intrusive way. 

example of an autosuggest option in a mobile product page


e) Use a relevant search call-to-action (CTA).

Bite Toothpaste Bits uses the CTA Shop Now to inspire people to check out their products, which opens out as a popup and displays the various categories. 

example of a search CTA in a mobile product page


f) Expand the search option out to a full screen. It’s a great way to grab the attention of visitors. This pronounces the search function especially in mobile devices while momentarily pushing all other elements into the background. 

5. Item count on the add-to-cart button

In the case of Sephora, the moment you add a product to the cart the icon on the top right shows the count of items. 

When the cart count instantly updates, the visitor’s buying journey becomes much more simplified. 

example of an add to cart item counter in a mobile product page

What to learn:

a) A clear feedback in the form of a counter communicates to the customer that the step was completed. This encourages them more to continue with the checkout process.

b) Although the counter helps customer keep track of their order, however, sometimes it's not enough. You can experiment with subtle popup messages to drive home the point.

c) Avoid disappearing popups since it may act as a race against time for some customers to catch the message and not being able to find the message again can cause stress.

6. Minimal header

Gourmet Garden does this well. 

It uses a clean header that increases the chance of discoverability of the other elements in a mobile product detail page. When the header is minimal, the chances are visitors will not get distracted. 

example of a clean header in a mobile product page

What to learn:

a) Don't fixate too much on the header size. Fix the pixel size and height keeping in mind that it doesn't distract away from the content.

b) You can decide between sticky and fixed headers based on your design and ultimate goal. While sticky headers ensures that the customers always have the ability to take the next set of actions, fixed headers are less intrusive and offer more control to customers.

c) Which options to add to the header is again a choice you need to make with the customer journey in mind. With the intention to encourage them to make a purchase, keeping the header clean for better navigation makes more sense. Keep the categories and subcategories confined in the hamburger menu and other important pages such as deals and offers in the tab option.

example of mobile header
Source


7. Smart breadcrumbs

Successful eCommerce brands such as Toys4All, Argos, Books Wagon, and Paperchase keep their breadcrumbs short, clean, and uncluttered.

Breadcrumbs are even more important on a mobile product page because of the cramped space. It helps customers locate where they are on the site and simplifies navigation.

What to learn:

a) Stay away from long breadcrumbs. You can do this by avoiding overcategorization—this will reduce the hierarchy of categories and subcategories. Reducing the number of pages can also help.

Toys4All applies this principle in a simple, filtered way to avoid too many layers for potential distraction. 

example of short breadcrumbs on a mobile product page


b) Avoid breadcrumb wrapping and elision. Wrapping breadcrumb links to a second line, given the size and space issue on mobile sites, can cause mistaps. On the other hand, some mobile product pages use elision to indicate there are mid-layers to the displayed hierarchy. They can be distracting and can demand extra actions from visitors.

Notice how Argos keeps their breadcrumbs clean. 

example of breadcrumbs without wrapping on a mobile product page


c) Avoid clutter. Keep only the most necessary breadcrumb details at the top of the product page. This will ensure the breadcrumbs don’t get lost in the middle of other elements that may have been designed in a similar style.

This is how Books Wagon achieves clean and clutter-free breadcrumbs 

example of clutter-free on a mobile product page


d) Make site hierarchy easily understandable. Choose from location-based breadcrumbs, history-based breadcrumbs, and attribute-based breadcrumbs to see what will make your site hierarchy most conducive to the user’s attention.

Paperchase manages to do this well—despite several categories—thanks to easily understood up and down arrows that convey shrink-and-expand. 

example of clear site hierarchy a mobile product page


8. Easy product discovery

The chosen brands in this section show how they prioritize product discovery on their mobile product detail pages.

Your products are what the customers are after. In the limited mobile space, product viewability shouldn’t be affected since that affects conversions like nothing else.

What to learn:

a) Use product thumbnails. They offer important visual cues to your visitors about product features. If they get an all-rounded view on your product page, it’ll be easier to arrive at a buying decision

India Circus does it in a clean and informative way featuring photography that’s in line with the brand elements. Each thumbnail also proclaims a new tag if what a prospect is seeing has been newly launched. 

example of product thumbnails on a mobile product page


b) Make use of swipe right navigation. This enables visitors to stay in touch with the presented content without having to go through too many steps. 

Reebok makes this really easy by introducing side-to-side navigation featuring a 360° view of the product. 

example of product thumbnails on a mobile product page


c) Add a zoom icon. It reduces the guesswork visitors have to do to figure out product features through presented images.

Hobbycraft ensures customers catch the zoom icon by using a black zoom icon against the contrasting white background. 

example of a zoom icon to better view products


d) Use clear and high-quality images. This makes sure your visitors have as close an experience to the real (brick-and-mortar) deal as possible.

Etsy ensures its images are realistic and high-definition. 

example of high-quality images on product pages


e) Prioritize image display. It’s the only way visitors will not get distracted by content that might not inspire them to make a purchase. 

Marks & Spencer uses their images as the highlight on their mobile product pages. 

example of an image-first approach on mobile product pages


9. Subtle nudges

If you check out the mobile product pages of brands such as Burrow and Pantaloons, you'll discover how they keep the add-to-cart button on top of mind of their customers.

Since on mobile, a lot of different elements are jostling for space it’s important to highlight the add-to-cart button. This is to ensure that the customers don’t miss it and can begin their purchase journey easily.

What to learn:

a) Use a sticky add-to-cart button. It stays with the user’s activities and invariably contributes to a faster checkout, like in the example below.

example of a sticky add-to-cart button on mobile product pages


As this case study proves, a sticky add-to-cart improves chances of conversion much more than a static one. 

b) Fit the add-to-cart option into a single screen. This ensures that customers enjoy a more seamless checkout process without having to spend time scrolling.

Burrow does this in an attractive and neat way. 

example of a one-page add-to-cart button on mobile product pages


c) Use an easily recognizable icon. While designing, creating an icon similarity between cart and add to cart can be helpful.

This is how Pantaloons achieves a connection between its add-to-cart and cart icons. 

example of an add-to-cart icon on mobile product pages


d) Use badges instead of counters. Counters can take up space. They also don’t work for certain selling formats. One way of incorporating the functionality of the counter is to use an in-built one. However, to bring attention to the add-to-cart button, it might be a good idea to use badges. 

example of add-to-cart badges on mobile product pages
Source


10. UX is everything :-)

There are several easy-to-implement tactics to copy—on creating a smooth navigation—from the chosen brands in the section.

Mobile product page UX is one of the biggest pain points for customers. Fast and smooth are what they’re looking for. Your navigation should help them achieve that. 

What to learn:

a) Use previous and next buttons. They don’t leave the next steps to the guesswork of visitors, adding to the overall ease and experience. 

The Scholar Store mobile site is a great example of how to use this feature effectively. 

example of using previous and next buttons on mobile product pages


b) Avoid native drop-down menus. They invariably lengthen the checkout process for the visitor and are the reason the latter wants to look through all options before selecting one. A custom UI drop-down menu is the best alternative, combining ease of use and experience. 

Address Home’s mobile product page does this well with the help of a custom drop-down menu. 

example of a custom drop-down menu on mobile product pages


c) Use call-outs for errors. This saves customers the hassle of trying to find the mistakes and delay the checkout process.

Check out how Super Dry addresses this.  

example of an error callout on mobile product pages


d) Keep the data saved. It reduces checkout time and also creates recall for visitors if they have accessed your mobile site before. 

Here’s a look at how Ajio does this with their recently viewed section curated for every visitor. 

example of a data saving feature on mobile product pages


e) Use more icons instead of text. This is the best-case scenario that makes any product page easier to process at an information level, without causing distraction. 

This is how Free People does it. 

example of an icon-first approach on mobile product pages


f) Avoid wasting visitors’ time by showing out-of-stock products. An upfront indication prevents visitors from clicking on a product that’s unavailable and prolonging the checkout process.

Here’s an example from the Hobbycraft mobile site. 

example of an out-of-stock message on mobile product pages


g) Use flexible CTAs. Apart from common CTAs such as add to cart or buy now, you can also experiment with others based on relevance.

For example, Nicobar uses a click to copy code CTA to help customers avail themselves of a discount if they’re first-time visitors on their mobile site. 

example of using flexible CTAs on mobile product pages


h) Avoid hiding shipping costs. This keeps the checkout transaction transparent and increases the chances of a sale.

This is how Target communicates the shipping costs clearly during checkout.

example of a shipping cost message on mobile product pages


11. Easy to browse through options

LeSportSac and Ajio show how simple personalization on mobile product pages can create a better checkout experience for customers.

A little personalization such as these go a long way in encouraging the customer to go ahead and purchase the product of their choice.

What to learn:

a) Avoid pre-selections for size and color. Instead make the options appear in as much detail as possible, like in this example by LeSportSac.

example of customizable color selection on mobile product pages


b) Open size chart as a popup. This can help the customer focus on this and make the right selection without getting distracted. 

Here’s an example from Ajio’s mobile site. 

example of size chart as popup on mobile product pages


12. Brilliant product recommendations

Major brands like the examples shown in this section use various innovative tactics to offer personalized product recommendations to their customers.

Navigating menu bars, product categories and subcategories can be a painful experience. Product recommendations help a lot in driving conversions faster and more effectively in this case.

What to learn: 

a) Use upselling and cross-selling. Along with offering a faster checkout, this ensures an added personalized incentive to visitors.

Sephora uses the space below the fold rather well for this purpose, going a step ahead to introduce specialty badges for each product. 

example of upselling and cross-selling on mobile product pages


b) Experiment with a gallery, carousel, or collapse list. Test out which of these methods will best suit your product pages, taking into consideration the density of content as well as design. 

Check out how Ferns n Petals uses the typical carousel style

example of carousel-style product recommendations on mobile product pages


Ashley Stewart, on the other hand, nails a gallery view.

example of gallery-style product recommendations on mobile product pages


c) Use 4 products in a 2x2 layout. Visually, this offers relief while packing in a number of options.

This is how LeSportSac displays product recommendations on its page. 

example of product layout on mobile product pages


d) Use a swipe indicator. This simple addition helps nudge customers in the right direction.

Check out how Yummus uses this feature in its blog section. 

example of a swipe indicator on mobile product pages


e) Add a non-intrusive chat widget. A sticky variation often works really well, especially when color-coded in alignment with the rest of the page.

Check out how Conscious Food does it. 

example of a chat widget on mobile product pages


Closing thoughts

That’s a kitty full of ideas to experiment with. Since it’s not a one-size-fits-all solution, you’ve got to keep A/B testing to see what works and what doesn’t. With software such as ConvertCart’s CRO360, you can easily optimize your mobile product pages and improve conversions. 

Happy selling! 

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