There are similarities and differences between the navigation bar on Desktop and Mobile. This article unveils them after analyzing the results of a frequency study that considers 30+ major retailer US stores. After this, once can realize developing mobile navigations goes beyond just shrinking its Desktop equivalent, and vice versa.

Given the desktop and mobile differences, the conclusions of our desktop-oriented studies cannot be extrapolated to the graphic window of these mobile devices, as they vary in size, type of connection, and the way users interact. Here is what we know.

In previous studies, we have been able to research product related pages, such as the detailed pages, the product list pages, and the checkout pages. However, in the setup of a wide-catalog online store, these pages are usually anchored to other types of pages that do not refer to products, but to the category they belong to.

Concerning this article, it might be worthy to highlight the fact that we are not referring to the concept "product page" but "pages related to the product"[1]. The previous article on this eCommerce series by Quo, explained these product-related pages are constituted into two well-differentiated types[2]: Product Listing Pages (PLPs), and Product Detail Pages. This study analyzes the first ones, which consist of a diverse catalog of products users can choose from.

This study goes through the detailed product pages from 36 USA leading eCommerce stores to identify their structure, via a frequency analysis on the items that compose these pages. The methodology allowed to propose two-stages to disaggregate the page, one with information strictly related to the purchase aspect, often presented in a two-columns layout, and a second stage for product promotion, such as detailed product description, Q&As, ratings, similar products, among others. That latter is often presented in a one column layout, and using drop-down menus, either vertical or horizontal.

Checkout experiences sampled from a group of 36 eCommerce stores of large inventory, were examined and its process disaggregated into small units. Among the diverse labels to refer to the Shopping Bag, "Shopping Bag" is the most commonly used. A comparison of the disaggregated items identified five systems to exist across the samples and to follow distinct, though relative, sequential progression concerning the user experience: Shopping Summary, Registration, Shipping, Billing and Payment, and Review.

From a design point of view, most web pages are structured by blocks that, theoretically, can be combined in hundreds of different ways, however, only a few of these combinations condense real aesthetics and functionality. These blocks are not pre-established, they depend on aspects such as the size of the website or theme, but over time, studies such as Beaird J.'s have described a hierarchical configuration that is framed within a container that, according to this author, it organizes them in a specific order.