According to ABI Research, people spent approximately $1.6 billion via m-commerce last year. Consumers are increasingly using their mobile phones for financial transactions and there is no question that the opportunity is huge. But what is the best way to go about it? If you’ve surfed the mobile web, you’ve undoubtedly encountered some pretty terrible experiences.

So we set out to identify the best practices that make a mobile experience extraordinary. Why are sites such as m.espn, m.google, mobile.yelp, bbc.co.uk/mobile, mobile.nytimes, iphone.ebay, m.facebook so effective? What makes them almost as indispensable as our mobile phones themselves?

With such a diverse client roster, we’ve created mobile sites for retail, travel, banking and fashion. Though each client had distinct needs and business challenges to solve, clear patterns emerged and this post synthesizes our POV on the best ways to craft a mobile site experience.

The Insights
We took a look at how Google breaks down mobile users into 3 behavior groups: (A) Repetitive Now, (B) Bored Now and (C) Urgent Now. We outlined their similarities and differences. We also looked at how consumers use mobile for multi-channel retail. Here are some shared behaviors we uncovered:

• People usually have a goal.
• They’re doing something in real time.
• They’re looking for seamless experiences.
• They’re comfortable shopping online.

The problem is that most mobile experiences fail to deliver on these essential needs, especially for consumers on the go.  We’ve outlined a toolkit of mobile best practices to ensure that your mobile site delivers the value that consumers have come to expect.

Click Here for our 8 Best Practices in creating mobile sites