In less that 12 months, one of our clients have seen an increase of mobile traffic of 1,725%. This is not an anomaly, this is the trend. Google have updated their algorithms to favour mobile friendly websites, ones that are not optimised for mobile user experience are getting hit hard in rankings. If you drop in ranking, you drop in relevancy. Ultimately this will impact your bottom line.
Having a mobile optimised website goes beyond a responsive design. Whilst Google will be checking to see how your website loads on a mobile device, they don’t account for user experience.
Mobile users have a very short attention span, they are generally browsing your site whilst ‘on-the-go’ and don’t want to wait for pages to load or have to wade through content to find the information they want. If they can’t get to the content they desire in less than 4 seconds, they will start to abandon.
The bar has been set high by larger brands, learn from their successes and mistakes. The website used to be an opportunity for companies to showcase their creative flair or to take the user on a pre-set journey. No one has time for that anymore. The most successful brands are stripping down their layout to the most minimal possible. Google and Netflix are fine examples of portals the put the content first. The most important features to a modern user is quick loading times and an intuitive layout.
Place important information as high in the page as possible. Make it easy for users to contact you, search your site, review features and find prices.
Embrace white space, up to a point. Clutter is exhausting to trawl through. Placing your content at the forefront whilst simplifying design is an important consideration, but also is letting the eye ‘rest’. Make page titles obvious and keep the content to the point. If it’s not needed, drop it. Too much space can become as frustrating as too little, it’s a balancing act.
Being mindful of your mobile user experience is the best way to approach your optimised website design. By carefully balancing a technically well-built & designed website, considerate user experience and concise & informative content, you will offer a rewarding experience that will increase re-visits, enquiries and conversions.