Having a mobile site is key for any business to have longevity. In fact, according to Google, 50% of consumers who search for a product on their smartphone will visit a store branch within a day. You should by now be aware that Google is rolling out a ‘mobile-first’ search index. Businesses will have until early-2018 to optimise their sites for mobile browsers if they want that much-needed competitive advantage. People turn to their smartphones for instant results. Therefore, industries need to capitalise on the immediacy, and local ranking boost, of mobile searches if they want to benefit from snap consumer decisions.
In 2017, mobile sites are a customer expectation, so expect high drop-off rates if a site doesn’t do what users want. In fact, 60% of mobile internet users say they’ve encountered at least one problem while browsing in the last 12 months. These 4 tips represent the most common issues mobile users have, and therefore the most valuable ways to optimise your site for conversions:
- Make Sure it Loads as Quickly as Possible
This could not be more critical for a successful mobile site. Over half of mobile users will leave a website if it takes longer than three seconds to load. There are several simple ways businesses can make their mobile sites load faster, such as sizing images to load as quickly as possible. Heavy use of Flash and external media content, such as YouTube videos, can also heavily impact a site’s loading speed.
- Include a Navigation Bar at the Top of Your Page
What are the most important pages for your website? For an e-commerce site, for example, they are the customer’s shopping basket, the checkout, the product search feature, and the customer’s account details. You want your customers to access the most important parts of your website from any of its pages. The easiest way to do this is through a consistent menu that stands out to users.
- Consider the Limitations of Mobile Browsing
Bear in mind that mobile users have a much smaller screen to work with than desktop, and prefer to browse sites through vertical scrolling. Your web copy should be formatted in line with different screen sizes. Web text should always be readable, but users should also be able to pinch-to-zoom.
- Tailor Content To The Ideal Customer Journey
Although a mobile site can be utilised for marketing purposes, make sure your calls to action do not obscure what your customers were originally looking for. For example, a poorly-placed blog subscription offer is almost certain to cause drop-offs. Put the most important information at front and centre, such as business hours, local store address, and directions to a local branch.
Hopefully this blog has not only reinforced the need for a mobile website, but shown how to create a website that fulfils users’ needs and drives conversions. Mobile websites require close scrutiny to user experience. Desktop browsers are often just that, browsers. Mobile users, however, usually want one piece of information or one result, and they want that result fast.
If you want a mobile website built in line with browser demands, with your specific business needs in mind, click here to learn more about our web design and development services at GML.