More and more buyers are browsing catalogs and offers of companies in mobile applications, but only 3 out of 10 users make a purchase. Most leave the app because of a complex and slow interface or lack of up-to-date information. Only 6% of visitors don’t make a purchase due to personal preference. But untapped mobile app capabilities and poor user experience can cost a business too much!

The good news is that the situation is easy to fix. This article describes how to improve the mobile app and make it more user-friendly.

How to improve UX


Onboarding is a process that helps people dive into the functionality and settings of an application in order to use it more productively.

If your application has steps where you can go wrong, take care of the users and design prompts.

You can read about onboarding and its types in this article.


Small and inconvenient input fields on the mobile version are another barrier to purchase.

The time it takes to fill out forms can be greatly reduced if:

  • Adapt the address and zip code fields to the countries you work with.
  • Immediately report bugs to users.
  • Provide hints about the format for entering a phone number or email address.
  • Skip filling out forms entirely with the one-click login feature via mail or social media.
  • Use simple payment methods Google Pay, PayPal and others.
  • Correct errors in queries and give hints about possible options for what users are trying to find.
In the Wildberries application, hints are implemented when entering the search field and changing the phone number.

Blocks with recommendations

Cross-sells (especially with machine learning) increase conversions. Offer customers products that they might like or that are popular with other users with similar behaviors.

In addition to blocks with similar offers, use the description of price benefits, return conditions, or information about free shipping in the product card.

H&M offers to view products that match what the person is viewing, and Shein recommends items that other users have bought with that product.

Easy product comparison

Before placing an order, customers want to make sure they are making the right choice. Comparing products in a mobile application is technically more difficult, because you cannot open multiple tabs at once, as on a computer.

Yandex.Market solved this problem by using comparison lists. It is easy for a buyer to compare prices and functionality of goods from one category and choose the one that suits them.

Clear examples

It is difficult to decide on a purchase when the products and their functions are poorly shown in the application and it is difficult to understand how the purchase will look like in real life. Use high-quality photos, videos and 3D images, detailed product descriptions, and an easy-to-understand dimensional grid to help users make choices.

The ASOS app uses high-quality photos and a detailed description of the product: composition, care rules, size chart and brand information.

Available information

Nobody likes to know about product availability, delivery times and taxes only in the last stages of ordering. Be transparent about the information and provide it succinctly on the product card. A separate plus is the availability of contacts of managers to whom the client can write if he has any questions and, of course, timely feedback from these managers.

As mobile stores evolve, companies that are able to adapt in time and provide a better user experience from landing page to checkout will gain the advantage. If you notice that most of your visitors don’t make it to the purchase stage, it’s time to improve the UX design of your mobile app.


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