The significant growth of mobile devices is on the verge of having a negative impact on businesses that haven’t adapted it.
Google has announced that nowadays more searches taking place on mobile devices than on desktop. Additionally, Google continues to make updates to the mobile search algorithm and promotes mobile-friendly websites. Not to mention that Bing has also announced that it is in the process of doing the same.
Moreover, consumers live using multiple devices, as they shift from mobile to desktop and vice versa all day. They start a task in one device and finish it in another making the need for the best experience obligatory for all devices.
This article will try to point some key attributes of a mobile friendly website so as to position companies for success now and in the future!
Which are the design principles for a mobile friendly site?
It is critical to have in mind the mobile user’s behaviour when you build a mobile friendly website. Mobile users’ needs tend to differ from desktop users. Mobile users are on the move and want to access information as quickly and easy as possible.
Some basic and essential guidelines in order to build a mobile friendly website and meet the average mobile user’s expectation are the below:
- Make use of a text that is readable without the need of zoom
- Clickable spaces must be defined by using underlines or buttons
- Place links far enough apart so that can be easily tapped
- Avoid software, like Flash, which are not compatible in most mobile devices
- Try to include your contact information in your header so as to be one of the first things a visitor sees, no matter what page he has visited.
Consider the load time while developing your website
One of the most common mistakes web designers and developers make is to build a very nice mobile-friendly website but when it comes to average load time to suffer. Load page time, apart from being an important ranking factor, is vital for offering visitors a high standard experience.
Google recommendation is that the above the fold content must be rendered in a less than one second, so as to allow the users begin to interact with the page as soon as possible.
Additionally, Kissmetrics propose that:
- Even a second delay in load time can result in much fewer conversions
- Almost 50% of consumers (actually 47%) expect a webpage to load in less than 2 seconds
- Mobile users have exactly the same expectations whether they are on their desktop or on their phone.
How can I improve Mobile User Experience?
When determining the content and the design of your mobile site, apart from optimizing for mobile trends, you must create an experience which is similar with how your audience wants to use your website.
With the help of Google Analytics you can obtain great insights very easy by evaluating a few key data:
- Check the Overall Time on Site and where they spend the majority of the time. In that way you will prioritize where to focus your attention
- Find which pages users visit the most from mobile devices and pay special attention on your content and images
- Discover the most popular landing pages and design them from mobile user’s perspective
- Investigate which are the most popular exit pages and those who have a high bounce rate and try to identify the reasons
- Find from which devices or browsers the bounce rate is high and figure out compatibility or load time problems.
How can I increase the Conversion Rate?
In order to increase your conversions, first and foremost, you have to think that the potential customer make decisions on the fly. Even if your goal is a sales transaction or a lead, try to make the path as simple as possible. Simplify users flow and streamline each step accordingly.
- Include buttons with a clear CTA so as to specify how you want the user to react
- Place your phone numbers in a prominent location and make them “click to call”
- Give users an indication that they have tapped a button or a link by making it react visibly when it’s tapped. It is quite common fingers to hit wrong buttons.
- Make forms as simple as possible by eliminating inputs that are not essential. As the screen sizes are smaller, the less information a user has to type, the better.
- Make use of persistent cookies to provide returning visitors with completed fields and shopping cards with selections made during previous sessions
- Make clear that all form submissions and purchases have been received successfully.
Last but not least make it personal. Utilize personalization so as to keep users engaged. Tailor your content to particular user segments based on their interest and where they are in the sales funnel. The opportunities for personalization are limitless. For example:
- Implement personalised CTA’s (According to Hub Spot, personalised CTA’s have 42% higher conversion rate than generic CTA’s)
- Provide recommendation based on prior purchases or page views
- Organise images to resonate with a particular group
- Provide a first time visitor with a particular offer or content
- Greeting a returning user with a “welcome back” message.
- Run a tailor-made banner ad to users that in their last visit where close but didn’t completed a transaction
- Implement international targeting.
To Sum up
According to researches, almost 40% of the websites are not mobile friendly. This means that there is a great opportunity to gain a competitive advantage by being one of the first to optimize your web presence for mobile. Those who make short sighted decisions or wait might miss out this opportunity or even worse lose market share.