Tackling ‘Findability’ on a Mobile Site

Let's highlight one example. Chico's "highlight reel" provides a good example of common mobile site experiences:

UserTesting.com's research team summed up the problems users faced on Chico's site:

• Too many places to sort/filter products leads to users failing to find the tools they want.
• Even after properly filtering the products, the results don't include the product that users are shopping for, presumably due to poor metadata."
• Likewise, search results don't produce the product that users are shopping for.

Clearly, findability on this site is a concern for what seemed like a simple item — a pair of red pants. While findability and overall satisfaction with the mobile experience are somewhat subjective analyses, the mobile sites tested didn't perform well with the simplest queries. The point is that discovery tools, including search, navigation and filters, shouldn't be a major contributing factor to high bounce rates.