8 Reasons Why Mobile Doesn’t Convert, and How to Fix Them

2. Confusing terminology: With small screens, every word used needs to be carefully considered. Make sure the language you use matches your customers’ vocabulary, specifically the tags and menus used to identify products and navigation buttons.

3. Menu mania: People are quickly confused by most menu systems that run more than two levels deep. If you need more than two levels, add a landing page after the second level to keep people oriented. Make it like an elevator in a department store, traveling between general categories of goods.