Here in Ireland, almost a quarter of people use their smartphones when making a purchase. It is a number I expect to see grow sooner rather than later. Our comfort levels with using our mobiles are definitely shifting. In the first half of 2024, internet banking or mobile banking (including PayPal, Revolut, Apple Pay, etc.) and instant messaging tied for the second most popular internet activities in Ireland. As we do more on our phones- other than just searching and watching videos, they will become the de facto device of choice. 

And when we look outside Ireland, that picture is already emerging. According to one report, 36% of online spending is on mobile, with 53% of respondents preferring to shop on their mobiles. 

However,  and this is where it gets interesting, 40% said it’s difficult to do.  

Clearly this presents a massive opportunity for brands - to both push mobile more and, importantly, to make the CX better.

Having recently fallen down a bit of a rabbit hole, which ultimately ended up in me making a purchase while I was scrolling through my Instagram feed, I can tell you that some brands make it very easy.

So, who do I think is getting it right and why? 

I know I’m stating the obvious by saying keeping it simple is  the key to a great mobile experience. However, it’s shocking how complex many mobile websites and app designs are. Nike.com delivers a mobile experience that is both easy to use and very clean in its visual aesthetic, which I particularly love. It follows the basic rules of UX design for the mobile use case and leverages the latest technologies to ensure the user has to do the least amount of thinking and clicking.

What Nike gets right

• Simple navigation -  The menu is very streamlined, with clear, essential options.
• Clear calls to action(CTAs)- The essential CTAs are prominently displayed with clear, intuitive labelling. As a rule of thumb, I suggest limiting your number of CTAs to ideally only one or two. 
• Minimal steps to complete purchase - Their forms and checkout processes require minimal effort.
• Biometrics for authentication. -They offer secure logins using facial recognition, eliminating the need to remember passwords or PINs and creating faster, smoother interactions. 
• Multiple payment choices- With options such as Apple Pay and Google Pay you can pay with a simple tap or double-click. There is no need to enter bank card details or PINs, which makes the payment process feel (dangerously) effortless.

Apple is an example of great design across the board. Still, in terms of their mobile web experience, it is helpful to take a closer look to understand why Apple not only follows many of the key factors I’ve covered in the Nike example above, but it's also a perfect example of a browsing experience on a smaller screen that leverages the mobile context to present the information engagingly and beautifully.

• Navigation is clear - You don’t have to zoom into a page to move about the site.
• Content is optimised for small screen -The images and information always fit the screen and are easy to read. 
• Fonts are mobile-optimised - Again, everything is easy to read, and they use sufficient contrast between colours and backgrounds. No one should have to have to concentrate to read what’s on your site.
• The typography is beautiful- The use of proper line spacing makes this designer smile.
• CTAs are clear - All of the CTA buttons and links are large enough for easy tapping.
• Information hierarchy is considered - Most the critical information is above the fold with clear headings to guide users. 
• Scrolling is intuitive - The page layouts use single columns - again reinforcing that the user takes, or follows, the desired buying journey.
• Messaging is concise -The site communicates well without overwhelming the user with information. 
• Good use of white space -As a user, the way they use white space helps improve your focus and minimise distractions. 
• Optimised imagery- The imagery is beautiful and scales appropriately without losing quality or increasing load times.
• Exceptional interaction ‘feel’- The mobile-specific transition animations and micro-interactions add an extra layer of delight to the user experience.

And last but not least, Instragam. I would be remiss if I didn't include a social mobile shopping experience in a list like this because platforms like Instagram, Facebook, and TikTok have billions of users, offer access to a vast audience, facilitate precise targeting based on demographics, interests, and behaviours, increasing conversion potential and are specifically designed for the mobile browsing experience. I know that TikTok shopping is growing exponentially, and in fact I could dedicate a whole blog to shopping on TikTok. But since it was an Instagram rabbit hole that got me thinking about shopping while scrolling in the first place, I will talk about it. It is also where I do a large chunk of my online shopping, often inadvertently, while dual-screening with Netflix. 

So, what is Instagram doing to make it a successful mobile eCommerce experience? 

Well, it's doing the following for a start:

• Seamless integration with content- Shopping is integrated directly into posts, stories, and reels, so you discover and shop as you scroll. This creates an (alarmingly) smooth transition from inspiration to purchase.
• Visual focus- Instagram emphasises high-quality imagery and slick videos, which makes product discovery more engaging. And I say this as the proud owner of many more jackets than is absolutely necessary.
• Personalisation- It uses algorithms to suggest products based on user behaviour, interests, and interactions. Why waste content and opportunity by showing me, a non-pet-owning male, dog beds and feminine hygiene products?
• Convenient in-app checkout- You don’t have to leave the app to buy!
• Social proof and engagement- Buying online runs a risk that you don’t know how the sizing works or if the image and the actual product are the same. So we rely heavily on others, on reviews and likes or comments, and reviews to build trust and encourage purchases. All of which are available in abundance on Insta.
• Interactive features: Product tags in stories, shoppable reels, and live shopping sessions. Oh my. Yep…. shopping is fun.
• Brand and product diversity: Brands can showcase their catalogue and tag multiple products within each post, expanding shoppers' choices even more. 

The ultimate goal, of course, is to encourage a purchase. So what these sites get right is that they have made it convenient and easy. And that’s probably the best place to start. 

Take a look at what your mobile experience feels like today- walk or tap in a customer’s shoes(fingers?) and see if there are ways you can improve your CX.