August 11, 2011, 11:04 AM

Retailers need to make mobile sites efficient and user-friendly

An MCF 2011 speaker will talk about the m-commerce features consumers want.

Lead Photo

Todd Luckey

As mobile commerce continues to surge in popularity, and consumers raise their expectations for mobile sites, retailers face the challenge of keeping such sites easy to use as well as highly functional. There are several ways merchants can meet those challenges, says Todd Luckey, senior user experience specialist at technology consultancy Usability Sciences Corp. Luckey will offer his advice  in a session entitled “10 Tips for Making a Mobile Site User-Friendly,” at the Internet Retailer Mobile Commerce Forum 2011, taking place in Houston Oct. 10-12.

Luckey, using information that Usability Sciences has gathered in several studies of mobile sites, will focus on how retailers can provide consumers with the kind of information they are most likely to want. “We’ll show how to best provide the content customers are seeking on mobile sites to make a purchasing decision, such as ratings, reviews and price,” Luckey says, noting that consumers also expect a streamlined checkout process. “It’s also important to provide consumers the ability to filter search results,” he adds.

Another crucial feature of successful mobile commerce, he says, includes the proper use of geolocation technology to provide useful information based on a consumer’s location—this might include product availability in a nearby store or relevant discount offers.

Luckey will be joined in his presentation by Ken Mowry, senior vice president at apparel retailer Charming Direct, which has worked with Usability Sciences on a mobile usability study.

Internet Retailer’s editors asked Luckey to speak because of his experience in working on web usability projects. Over the past five years he has conducted more than 100 usability projects all over the world in a variety of industry sectors. With the expansion of mobile, his focus has shifted to researching mobile sites and apps and the user experience associated with them.

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