How to improve the UX/UI on mobile sites

In this report of Google, the guidelines for improving the customer experience on mobile are repeated.

In summary, the 5 items can be:

1. eliminate the stress due to scrolling
   helping users to quickly examine product information, simplifying site navigation perhaps by not making the menu disappear. navigation, personalize the experience for audience segments, ...
    
2. improve the automatic compilation of the website
   using the correct attributes, avoiding filling in forms by taking advantage of the functionality one-touch access, ...
    
3. simplify the comparison between products
   by allowing users to scroll through the results and add the possibility of to compare them, in the case of an e-commerce by making the rules on returns very clear, ...
    
4. offer a clear representation of the products
   by inserting detailed descriptions of the products, adding realistic photos, ...
    
5. provide all the information to customers
   by inserting all the important information right away without forcing the user to discover unpleasant surprises during the navigation, ...

In addition to these simple rules, many others could be listed, but these certainly allow us to understand that when we talk about the product, the end user wants to understand well what we are talking about.