Latest research indicates nearly 50% of consumers use a mobile device as their primary internet access device, and this number is growing fast.
Have you developed a mobile web strategy? Can your customers view and interact with your website from their mobile device? This is not a fad, you need to make your website mobile-friendly, or you risk losing potential customers.
In the early days, websites were ‘miniaturised’ for mobiles; they were just a miniature version of your desktop-based website. However, this is not the best way of optimising your mobile site. In order to give your audience the best possible experience from visiting your site on a mobile, there are a few simple things to consider when developing the site.
Keep it Simple
With limited space available, your mobile website should only display the most relevant, and compelling information. Ensure you convey what your company does, with key contact information easy to see. Use headlines over lengthy copy and always remember the marketing mantle: the ‘so what’ factor. Read the page from the eyes of your customers, not your business.
You can include a link to your desktop site, for people who want to get more detailed information. Make sign-ups easy from the handheld - can people follow your blog, Twitter or LinkedIn accounts?
Overall, keep it clean and tidy - make efficient use of the white space on the screen, it needs to look simple and organised.
Consider Load Speed
When using a mobile web, user’s attention is even more limited than using traditional websites. I recently read that 58 percent of mobile phone users expect websites to load as quickly, or faster, on their mobile devices as they load on their desktop computers. In order to allow quick loading, don’t use heavy graphics that increase the page load time. Most Smartphone browsers also do not support Flash, so don’t use flash-based video files on your mobile site.
Touch is Everything
Understand the platform. Will users be scrolling or swiping content in a mobile app on a phone or tablet, or clicking links in a mobile version of a web page? Touch is more common that typing with Smartphones, so ensure your site visitors can navigate it easily using touch.
Call to Action
Make sure you include a call to action on the mobile site. Even though people might be on the go whilst viewing your site, you still want to engage with them and encourage them to take another step towards becoming a customer or follower. Again, use your social media links, and put vital call to action info at the top of the page.
Size Matters
People are probably not going to use their mobile device to read large amounts of information. If you want to include it, link it. Convey your powerful messages succinctly within the copy, and allow people to view further information at a later date. You could create an email link to send the full version of the content to the users address - this again creates engagement but doesn’t overcrowd the mobile site.
Consider all Devices
Although iPhones and Smartphones are hugely in use, there are other devices available that need to be compatible with your mobile site. There are varying screen sizes and operating systems which need to be taken into consideration. You can use device detection which sees what the user is using, and tailors an appropriate version of your site to the device.
Measurement is Key
As with any marketing activity, you should always track its effectiveness. This is incredibly easy now with systems such as Google Analytics. You cans set up a separate profile for your mobile site, and see how the site is performing through its traffic. This will give you valuable information for refining your mobile (and desktop) web strategies.
