? ? Everyone is talking about mobile. Some e-commerce websites are venturing into it. Mobile commerce (also known as “m-commerce”) has immense potential, exhibiting a 86% growth rate and hitting $25 billion in 2012 (set to reach $86 billion by 2016, according to eMarketer). It’s also a whole new platform, with new interaction methods and usage contexts that introduce a host of limitations and pitfalls to watch out for when designing and running an m-commerce website. With few best practices yet established, m-commerce is, to a large degree, unchartered territory when it comes to actual implementation. This is why we decided to invest the better part of a year at Baymard Institute to conduct a large-scale usability study focusing specifically on m-commerce (following the “think aloud” protocol). We set out to explore the entire mobile shopping experience, including users’ conceptual understanding of m-commerce websites and how users interact with form fields, category navigation, search, product pages, the checkout process, etc
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