According to a recent article by Mark Wilson for Fast Company, researchers from Google and AnswerLab, recently conducted a study, where users were encouraged to talk about their frustrations in real time while attempting to make an online purchase or to get a quote, using a mobile website.
The testing session lasted 119 hours, and the users visited 100 different popular (though unnamed) mobile websites, what they found is that some mobile sites are borderline unusable, and others seemed to fit like a glove on a mobile device.
What Google found, can very well be applied to real estate portals' mobile site design as well. Below, Jenny Gove, Google's user experience researcher on the project, walks readers through her four most important recommendations.
“Another thing we saw that was quite painful was, users wanted the opportunity to continue their conversion process, or follow up on research, at a later time or different device,” Gove says. “We saw many users painfully copy and pasting URLs to themselves.”
The fix can be as simple as a shortcut button for users to email something to themselves to check out later, which is user-centric design of course, but it also pays off for the business to re-engage a user at a later time on another device.
What Google's study also found was that, some of the points which needed to be addressed were quite obvious, but surprisingly many sites overlooked them. In her conversation with Fast Company, Gove said: “It’s a good thing that the lessons are so easily recognizable. It means now, when we write them down and publish them, it’s clear what has to be done.”
The above article was sourced from Fast Company, and can be read in its entirety here.