I’ve just put the finishing touches on a several month project and an experiment for me in responsive ecommerce design. The site is http://letteringhq.com a vinyl lettering site where you can design your own lettering online. My goal was to design a site that worked equally as well on phones and tablets as it did on desktops. The real trick was making an online product designer that is usable on smaller devices. The cornerstone of the site is being able to design your own lettering online, so that was the first thought. When I was done I wanted to be able to walk from lettering design all the way to payment from my phone and not feel the need to “switch to desktop site” or download an app.
The State of Mobile Web
How to build a mobile site is still changing. Perhaps it will never stop changing? Being this is mid 2013 right at this moment the concept of how a mobile enabled site should work has changed alot since the days of Blackberry and Windows CE. As of today most people agree you should not be pimping your app when someone lands on your site. In fact I find it annoying and the internet agrees, so does Google. You can now lose ranking if you redirect improperly or force your app on mobile users. A mobile site ideally should present the same information in a better format based on the size of the screen. This is still often poorly executed for various reasons. Some of them relate to what Google is currently penalizing for, others relate to simply the lack of functionality in my opinion. Often I have found myself immediately switching to the desktop site because the mobile version doesn’t have the same functionality!
One method of creating a mobile site it to utilize a responsive design which is one that responds to the size of the screen. Twitter bootstrap makes this process pretty easy to accomplish without much work. In fact Microsoft has just added bootstrap to the new Asp.net templates for Visual Studio 2013. I opted to go this route as bootstrap already plays nice with most of the other JS libraries I was using. What this means as far as development I will only have one set of views to manage and not a mobile code base to maintain.
In summary the web stack I settled on:
- Twitter bootstrap with Flat UI Pro for responsive design
- My Custom ASP.net MVC 4 Multi Tenant Ecommerce platform
- Entity Framework 5 + MySql Db
- IonApi to generate the lettering preview images
Improving Mobile Bounce Rates and Conversions
My litmus for all of this comes back to a few metrics. Ultimately I want users to buy if they are on their phones or tablets, so increasing the conversion rate is the ultimate goal. I most definitely don’t want the dreaded bounce, which is landing on a page then never returning. If conversions improve on mobile I should see better bounce rates also. I have some significant findings that show the bounce rate to be 20-30% higher when it comes to mobile phones on similar sites. Interestingly it seems tablets generally don’t exhibit this behavior. My thoughts are that most desktop sites are usable on tablets in general. It is possible to inadvertently use a jquery plugin or some UI feature that doesn’t work well on a tablet, but in the last few years I have made it a point to check for touch usability.
On the opposite spectrum it never ceases to amaze me the amount of people that will struggle through a website that was designed years ago before mobile was a big consideration and somehow still manage to checkout using their phone. Tablets I can understand, but some sites (even sites I’ve written) just don’t work well on phones.
Responsive Mobile Product Design
Easily my biggest challenge and biggest unknown is adapting a vinyl lettering design tool I’ve developed to adapt to the screen size. In order to do this it also meant the design tool must react immediately if the screen is rotated and it cannot use any plugins that don’t work well on touch. I had to completely re evaluate the complexity of my design tool and in some cases strip out some features that didn’t work well on mobile browsers (such as a gradient color picker). I’m pretty happy with how it turned out though, you can give it a try on your phone or tablet and let me know what you think. In the end no matter what device you use the design tool on you aren’t missing any features or functionality.
Responsive Mobile Checkout Process
Part two of my project was creating a mobile checkout process that didn’t suck. The first hurdle was creating a cart view that does not appear too compacted or crowded on a phone. I settled on presenting a totally separate shopping cart view for mobile phones because it was just too much information to cram into a horizontally formatted table. As you can see below Bootstrap and flat UI pro combination make a nice contrasting cart experience on the phone.
Why no registration?
I’ve created a handful of ecommerce platforms over the years and registration is yet another really easy thing to get wrong. I’ll save the rant, but say this. If you are going to do registration make it an optional step, put the registration form on the thank you page of your site, have a rock solid password/username reset feature, and use something like Stripe or PayPal Vault to actually make the fact they registered useful (their Credit cards are stored for later use). Other than that you’ll find that not having registration removes a real barrier to checkout for a lot of people.
Google Wallet is doing it right
While I didn’t really like how Google Checkout worked, I do however think that the new Google Wallet really fits in well with the direction mobile e commerce is going. Similar to Paypal Express Checkout Google Wallet will take an existing account and pass all of the information directly to the website so the customer doesn’t have to enter anything at all. After watching the video presentation on their site it looks really slick. I’ll be integrating this feature at some point as it truly would be useful for some point (I would use it). Why doesn’t Apple have something like this?
Areas of Improvement
Rarely anything I do is considered “done”. There is always room for improvement. As far as usability I think adding Google Wallet once the site really gets on its feet will be a great convenience for Android users. My only other direct compliant with the finished product is the speed and page load times. There are many areas I’m going to start tackling this though! More often than not your customers will tell you what you need to fix/add next.