Did you know? On an average day, nearly 80 percent* of searchers use a mobile device? In fact, 40 percent* of searchers use ONLY smartphones… shocking right? The importance of the mobile website is clear.
So how do you create an awesome mobile site? With extreme difficulty, huge amounts of money and a long stretch of time. Or you can try our 8 top tips to help you optimise your website for mobile users.
#1: Trim the fat
Given the restricted amount of screen space on mobile devices it’s important to make the most of what’s available. So get that carving knife out and have at your desktop site.
Consider that “recent posts” widget in your right-hand column. Looks great and works well on your desktop site right? But it won’t on your mobile site. It will increase the length of the page, forcing the user to thumb around. Or worse, those texts links sit so close together on the small screen the user has to do Atkins for the thumb before being able to tap them.
The idea here is to figure out what key pieces of information your visitors will be looking for and only show that… no fat!
#2: Simplicity wins
The nature of the mobile user screams for simplicity. The beautiful girl in the coffee shop searching on her phone doesn’t have time to go six pages into your site to find her closest branch.
Plan your site layout, keep it flat and simple. This means a minimum number of pages with carefully selected and thoughtfully presented content. Don’t forget to keep that key information (contact, location, price) clear and accessible from every page.
#3: Nail your colours to the mast
Make sure your mobile site complies to your brand guidelines. Just like your social channels and email campaigns, your mobile site is an important touchpoint to your brand. So make sure it reflects what you stand for and believe in.
Also, for users who are already familiar with your company, a similar design will make them feel like they’re visiting an old friend, which is an important consideration for your most loyal customers.
#4: The space between
It’s natural to want to share with your audience as much information as possible or to show them everything about your brand in one go. But be careful, this is where cramming creeps in.
Stuffing your site like the Christmas turkey will not be met with the same wide-eyes. Pay close attention to white space when designing your mobile site. Not only does white space give a cleaner, more sophisticated appearance, it also ensures that users can easily click the button they’re aiming for.
#5: No flash, no java
Apple products do not support Flash… enough said.
Similarly, many phones do not support Java, and even if they do, using Java can be a huge drag on load time. If you include features that are not universally supported or well-received on mobile, it will just lead to users abandoning your site.
#6: Free form fields
It’s not uncommon to ask mobile users to complete signup forms. It’s actually quite a nice way of growing your newsletter readership. But remember 14 field forms won’t work here. Keep them short, where possible use dropdown menus or pre-populated checklists.
#7: Must kill pop-ups
Pop-ups are intrusive and annoying. They are also difficult to close on small screens. They can also cause slow load times so we recommended not to bother.
#8: Design for the fat finger
Touch screen navigation can lead to accidental clicks if your buttons are too big, too small, or in the path of a finger that’s trying to get the page to scroll.
The ergonomics of your mobile/responsive site should be such that they minimize the occurrence of users accidentally clicking on buttons and/or banner ads they did not intend on accessing. Instead of the little ‘X’ in the corner, ads should display broad tabs that are easier to click on for the desired action. Scrolling should be smooth, and menu tabs should be spaced apart well enough not to lead to clicking on the wrong ones.
In summary
A combination of careful design, thoughtful presentation and simple functionality is required for a top mobile website. It should be intuitively laid out to facilitate an easy user experience.
For new business owners, or those on a tight budget who cannot afford to hire Web agencies to design for them, there are a number of responsive WordPress themes that lend themselves beautifully to mobile devices. A little bit of DIY and customization will help you take advantage of all of the features.
*Marketing Land: Report: on average day, nearly 40 percent of searchers use only smartphones