When developing Mobile Ready Hero Images, it is important to understand the context of mobile shopping. Some aspects of this are detailed below.
On this page:
This page gives further detail on the context of mobile shopping.
The importance of mobile e-commerce
Mobile e-commerce is increasingly important. It is no longer the case that most online shopping transactions are done on a desktop or laptop. In 2016, more than 50% of e-commerce transactions were conducted on mobile in countries including Japan and the UK. In other countries, the proportion of mobile transactions are also increasing, and it is only a matter of time before they too pass the 50% point.
In 2016, more than 50% of e-commerce transactions were conducted on mobile in India, China, Japan and the UK.
Shopper behaviour
Shopper behaviour varies depending on the person, the retailer’s platform and the situation. Shopper research from SimpleUsability identified three main kinds of shopper behaviour:
- Brand led. They user knows the specific brand they are looking for, but not the product/variant/size. Browsing is led by images, followed by the descriptions
- Value led. The user has a product in mind, but value is the driving factor. Browsing is led by price and offers.
- Specific product led. User knows the brand, variant and size that they are looking for. Browsing is led by images.
Shopper research from SimpleUsability identified three main kinds of shopper behaviour
Considering different screen sizes
E-commerce now takes place across a wide range of devices, including smartphones, tablets and laptops/desktops. Mobile Ready Hero Images were specifically developed to improve the shopping experience on smartphones, where images in product listing pages are typically rendered at a size between 12 x 12mm and 18 x 18mm. However, they can also improve the users’ experience on tablets and desktop devices as well.
Comparing hero images and pack shots at rendered sizes that are typical for mobile, tablet and laptop / desktop.
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