We all know the importance of having a mobile-friendly website, Google is continuing to prioritise mobile-first indexing due to the year-on-year switches away from desktop devices to mobile.
To highlight just how vital it is that you are optimising for mobile, Hitwise found that nearly 60% of searches are now made from mobile devices. Whilst this is an exciting time for the industry, revealing new opportunities to engage with visitors, it does also bring with it fresh challenges.
Has your business taken the appropriate steps to ensure your visitors can have a good mobile experience on your website? Here are 4 steps you can take to optimise your website for mobile.
How to ensure your website is optimised for mobile
We already know that the way people search differs significantly depending on the device that’s being used. With regards to mobile, it’s crucial that you can offer your visitors the same quality of experience on mobile as they would expect to receive on desktop. It’s so important in fact, Google now considers mobile-accessibility as a ranking factor in their algorithm.
1) Mobile-Friendly Design & Responsiveness
On a very basic level, when we visit websites on our smartphones we expect to be greeted by somewhat of a mini version of the website we’d see on our computer, the same business, design and functionality. It’s super important that you ensure your website’s information, images, video, links, buttons, forms and other elements you may have included are all accessible and function properly across all different platforms. Remember your users will have a smaller screen size so consider your use of space when deciding on a responsive layout.
On a more advanced level, you could investigate the capabilities of our latest smart devices and see if you can harness the hardware to deliver an even more efficient and satisfying experience for your visitors.
2) The Need for Speed
Related to the last point, our smartphones are quick and responsive devices and we expect websites to perform the same. With 5G being rolled out across the country we can expect less buffering and lightning-fast loading times. User attention spans are short and bounce rates are considerably high across the board, if you have a website with slow loading times or quality issues it’s likely that your visitors will bounce straight off your site costing you customers and sales.
Test My Site is a quick and easy tool by Google that analyses your site for loading times and errors. Pop your URL in and it’ll automatically generate a report complete with actionable recommendations and suggestions on how to improve your mobile site. If you can improve your load time by 0.1 seconds you can boost your conversion rates by 8%.
Pro tip: Speed optimisation isn’t a one-and-done solution – you have to keep working at it, keep your site code uncluttered by clearing out unnecessary plugins and compress images as you go.
3) Navigation & Calls-to-action
Whilst you don’t want to be too sell-sell-sell on mobile (no-one hates it more when you’re having to endlessly scroll past ads) there’s nothing worse than a user who actually wants to buy, but can’t because the website design makes life hard for them. Having contact details and calls to action regularly dotted around your site to allow users who want to get in touch to do so is key on mobile, and something many businesses forget about. It’s worth noting that you’ll need to play around with CTA sizes and locations, remember you’ll be working with a much smaller device, there isn’t a greater frustration for users than not being able to access/tap buttons.
Having fabulous content that inspires and powerfully persuades users to buy from you is wasted if they have to scroll 15 times to get to the top or bottom of your page. They’ll lose interest, and you’ll lose money. Don’t let it happen! We recommend having your details or a CTA around every 2 scrolls.
4) Tracking and Analysis
As with desktop, it’s standard practice to be checking in with your website’s analytics on a recurring basis. It’ll help you gain a good understanding of how your customers are using your website, looking specifically at mobile, look at top-performing pages, bounce rates, session duration. Also, take a look at exit pages and bounce rates, it’s likely that there could be a problem that’s causing a poor experience in the lower performing pages, test out the pages yourself and see what you think. Use your analytics data to work on further updates and changes too, prioritise your top landing pages and see if you can squeeze a relevant CTA in there or a link to related content, trial different things and see how you get on.
How can we help?
So, that concludes our 4 quick tips on how and why you should optimise your website for mobile browsing. If you need any further information or advice about your website or looking to grow your business further, get in touch with our friendly team today.