This week we’ve been looking closely at how to design and optimise a responsive site suitable for mobile. We’ve explored the importance of using space on mobile wisely, enabling fast performance when loading pages and getting important information above the fold. This includes using a clear call to action (CTA) and providing the ability to make a phone call via the mobile landing page. When designing and optimising for mobile it’s important where possible to condense the size of text and logos.
“Mobile has become the first port of call for web browsing. You use a desktop when you’re in the office. You watch TV at home. You don’t watch TV through the day, but your smartphone is always in your pocket.”
1. Cater For Fat Fingers & Thumbs
If you’re content looks too small on a mobile phone it makes the experience of browsing your site difficult for potential customers. Don’t give your site visitors a complex about having overly sized fingers and thumbs. You should always make sure your content is finger and thumb friendly to enable the best possible browsing experience for potential customers. You should note that pixel resolution varies across devices so test and buffer accordingly. You should make sure images are big enough to click and leave enough space between design elements to provide focus, clarity and avoid misclicking.
2. Think Global – Act Local
Unless users voluntarily relinquish location information, we can typically define their geolocation to within 5 – 20 miles. This means that you can provide a personalised and localised mobile browsing experience for your site visitors. Use local headings and names to emphasise the point. You should list details of your closest representatives and office. If you’re using video, you can even use localised accents and personalities to provide deeper authenticity. If you’re looking to compete in a specific geographic area, tell your story and be articulate. Explain why you’re operating in the area and what benefits customers can appreciate through acquiring your services. Knowledge of the local area you wish to target is essential and being able to demonstrate social proof through localised customer testimonials.
3. Be Clear & Concise
As a result of visiting your site, what is the action you expect your potential customers to perform? Are you looking for direct sales or to generate leads? In either case, make sure you make it clear how you wish site visitors to behave. This means having a clear and compelling call to action. Mobile landing pages should be designed so as to be short in length. They should also have stripped back contact forms that only request the most essential information. Long and overdrawn contact forms and big text boxes will be an absolute turn-off for mobile site visitors. Never use fields that are not completely essential. Between 1 and 3 fields is perfect. Each additional field can be shown to reduce conversions by 50%.
Mobile Landing Page Optimisation Recap
In order to grasp the fundamentals of optimising for mobile landing pages, it’s important you are familiar with the basics of desktop landing page optimisation. Optimising for mobile should be about creating a simple experience based upon viewing clear information and clicking a call to action. Focusing on fast page loading times is essential. You should minimise text and design elements and develop mobile specific features like the ability to call directly from the landing page. Many of these tips will actually help you to create a better desktop web browsing experience too. You can split test your mobile landing pages to see what works. The aim of the game is to increase conversion performance to enhance your business via the mobile web.