6 Quick Tips to Make Mobile Sites More User Friendly

Liam Burns
Written by Liam Burns
November 20, 2020

In the dot com boom, having a website with a string of text and information was revolutionary. Now in the 21st century, users expect a website to provide a seamless user experience that entertains, educates, and converts with every interaction — including using a mobile device.

Consider these statistics: Mobile devices account for over 51% of all global website traffic and 75% of mobile users expect to receive information immediately on a smartphone. Beyond that, 46% of consumers say they would not purchase from a brand again if they had a bad experience while using their mobile site.

What does all this equate to? Your website’s mobile experience matters more now than ever before. By providing a positive user experience, consumers are more likely to engage with your brand and become lifelong customers – increasing your return on investment (ROI).

How can you make your mobile site more user friendly? Let’s dive into a few quick tips on how prioritizing your mobile design improves the entire digital experience.

How does a mobile site improve digital experience?

Mobile optimization is the process of designing and developing your website so it performs on a mobile device (smartphone, tablet, etc.) the same as a desktop. Meaning, the content is easily readable, clickable, and includes simple conversion points. The benefits of developing a mobile-friendly website include:

  • Streamlines the digital experience across all devices
  • Higher chance of being ranked in search engine result pages (SERPs)
  • Increases conversion rate and engagement
  • Faster load speed and increased time on site
  • Flexible and cost-effective compared to a mobile app
  • Competitive advantage

With 77% of smartphone shoppers more likely to purchase from a company that allows them to find and purchase items quickly, improving your mobile experience will result in long-term engagement and conversions.

Mobile vs. responsive: What’s the difference?

You’ve most likely heard the term “responsive” before. While typically used as a synonym for mobile design, the two terms are different. Responsive is a strategy within developing a mobile-friendly website. When the screen size fluctuates, the content changes to match that size as well. If you’re developing your website with a mobile-first mindset, you’ll need to implement responsive design.

6 tips to improve your mobile site experiences

Today’s mobile shoppers expect your website to deliver a simple and aesthetically pleasing mobile experience. Otherwise, they’re likely to find a competitor who can. If you’ve already implemented a responsive design, it’s time to improve your website with a few elements to improve your overall user experience. Here are a few ideas to get you started:

1.    Simplify mobile navigation

Long gone are the days of multi-tiered navigation lists. They require too much user effort and result in higher bounce rates. With limited screen space, your navigation needs to make it easy for users to find what they’re looking for without bogging down your site speed.

Typically, mobile menus perform well as accordions (also known as hamburger), sequential, section, or category formats that allow the user to easily click on the desired landing page. Additional best practices include:

  • Limit your navigation items to four to eight items and keep the text short
  • List the most important pages first and ensure it’s a consistent experience throughout the site
  • Include a search bar for users to quickly find what they’re looking for
  • Use accessible font and color choices so everyone can read your content
  • Show scroll progress indicators for users to understand the page length

By simplifying your navigation, you’re able to direct users to your main call-to-action and drive more conversions.

2.    Streamline mobile forms

As you know, forms are one of the best ways to interact with your users, collect their contact information, and impact their customer journey. It’s often the start of building a long-lasting relationship that results in a final conversion. Bottom line: forms are an important conversion tool that can make or break a sale.

However, filling out multiple forms on a mobile device can be time-consuming and result in spiking abandonment. Whether your goal is for someone to sign up for your newsletter, build an account, or make a purchase, it’s important to consider what form elements are needed. For example, if a user is purchasing something from your ecommerce store, you only need their billing and shipping information. Make it easy and the rest will come later.

Consider the following elements when creating mobile forms:

  • Use a logical layout and order of entry fields
  • Write clear labels and placeholders to avoid confusion
  • Include call-to-action buttons that signal the next steps
  • Avoid including reset buttons
  • Provide validation to let users know they’ve made a mistake

3.    Build clear call-to-actions

Everything on your website has a purpose that leads to driving action towards your primary goal. Do you have strong call-to-action (CTA) buttons throughout your website in locations that make sense?

To increase conversions with your mobile users, you need to include bold CTAs that are easy to find and interact with. With limited screen space on a mobile device, keep your CTA above the fold. Additional CTA tips that will improve your digital experience include:

  • Use limited copy, but focus on evoking emotion and a sense of urgency
  • Design with contrasting colors and shapes so the buttons draw the user’s eye
  • Consider the next steps and experience after the user clicks the CTA button
  • Minimize the number of CTA buttons you display – the golden rule is one per page

4.    Offer exceptional customer service

Regardless of your mobile experience and quality content, your potential customers are still going to have inquiries. In fact, 69% of mobile users say they are likely to purchase from brands that easily answer their questions. While it’s a common part of running a successful website, you want to get ahead and provide your users with ample opportunities to contact your customer service team.

To refine the experience on your mobile site, consider adding the following elements:

  • Tap to call or email features to increase connectivity
  • Offer a 24/7 live chat functionality
  • Develop quality content and educational videos that highlight your product features

Offering customer service features on your mobile site not only answers customer inquiries quickly, but also helps you establish trust when users are making key purchase decisions.

5.    Choose the right font and spacing

Now, let’s talk about aesthetics. Choosing the right font is an essential design decision that can ultimately affect the way users interact with your website. Your fonts need to be easy to read and also help the user separate lines of text. For example, utilize a bold text with all capital letters to symbolize a headline and regular capitalization with no bold styling for body text. 

Since you have limited mobile space, your text can help you give visual cues, break up content, and even arouse emotion. Here are a few additional best practices:

  • Select a web font that is optimized for every browser
  • Use an accessible font weight and size to accommodate the visually impaired
  • Set appropriate line spacing and kerning to leave room for white space

Along with the text type, you’ll want to avoid writing long blocks of content that are difficult to read. Remember, content that is two lines on your desktop could look like six on a mobile device. When thinking about your typography, keep in mind the user’s comprehension.

6.    Prioritize speed and performance

Modern consumers want information quickly and they expect lightning-fast speed on their mobile device.

While the average mobile website takes 15.3 seconds to load, 54% of users say they get increasingly frustrated with a brand when it takes the page longer to load. No matter what user experience enhancements you include, it’s essential to prioritize site speed.

The best way to maintain fast loading times is to simplify your design. Consider the following ways to improve your page speed:

  • Compress images by 50%
  • Utilize browser caching to remember previously loaded resources
  • Minimize your HTML by removing any irrelevant data
  • Implement accelerated mobile pages (AMP) to streamline the user experience

While you may want to add all the bells and whistles to your mobile website, less is often more. If people have to wait more than 15 seconds for your website to load, they’ll most likely go back to the search results and find something else. When it comes to increasing your conversation and engagement rates, speed will always play an essential role.

Improve Your Digital Experience with a Mobile-Friendly Design

As the digital landscape continues to evolve, consumers not only want an exceptional mobile experience – but demand it. If you’re not optimizing your mobile site for a positive user experience, you’re falling behind the curve and missing out on valuable conversions.

By prioritizing a mobile-friendly design for users, you’re more likely to attract potential customers and turn them into long-term brand advocates. Consider the following elements when designing for mobile:

  • Design easy-to-read navigation and forms to promote quick conversions
  • Create direct CTA buttons that point your user towards a primary goal
  • Provide a simple way for users to contact your customer service department
  • Use aesthetically pleasing and user-friendly fonts
  • Prioritize quick load times and speeds

Ready to take your mobile site to the next level? Download The Ultimate Guide to Optimizing Digital Experiences for Enterprise for a simple repeatable process for deliver near-perfect digital experiences.

Topics: Digital Experience, Mobile Experience, User experience
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