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“It’s only a mobile phone! What’s the point in making a website for that? You can’t see much on them anyway? If they’re interested they’ll look at it on their computer.”
What are we talking about? We are talking about how a website looks when someone uses a mobile phone or tablet to view it. Many, many small businesses have not chosen to make their website mobile-friendly, but does it really matter? Do small businesses really need to spend time and money to make a more design-responsive website?
Before making any decision that could cost money, a business is wise to look at whether there is a demand for what they are considering doing, but most importantly, whether it will have a positive, beneficial effect on their business and hence on their profits.
When the first cellphones were introduced back in the mid 1990’s, it was hard to imagine that these heavy, clumsy, over sized ‘portable’ phones would dramatically evolve into a tiny device that fits into the hand and would be capable of letting people instantly communicate verbally and visually globally with one another.
What was once science fiction is very much now science fact. All manner of daily activities are logged, recorded and shared on these devices. And once people had the capability to access the internet on their phone, regardless of where they were, smartphone development really began to accelerate. This portability has led to the rise of the mobile device but the decline in traditional desktop computers sales.
If you still need proof of how popular smartphones and mobile devices are, The Guardian newspaper reported in July 2013 that 90% of all phones sold were smartphones, with over 1.8 billion smartphones in existence at that time. Leading social media site Facebook recognized the importance of being mobile-friendly to its users. Because people were posting details of their lives as they lived them, it was crucial Facebook was able to offer a smooth and easy user experience, which could fit into the portable devices people carried with them. Facebook’s designers claim it can be viewed and used smoothly on around 7,000 different portable devices. The fact that there are so many different mobile devices is mind boggling.
There can be no doubt that if you want your business to prosper, you need to keep up with how people are shopping and where they are going to shop. Gone are the days when most people took time out of their evening or weekend to sit browsing on their desktop computer. People can access the web at anytime and anywhere they can get a mobile signal. It’s no longer about how a site looks; it’s all about speed – how fast they can get the information they are looking for?
People are internet window-shopping whenever they have a spare 5 or 10 minutes waiting for a bus, sitting in their car, on the park bench in their lunch hour or in the coffee shop. They don’t want to look at a pretty site design. They want a responsive site that loads quickly (less than 5 seconds), is easy to navigate around on their small device and a site where it is quick and simple to find the information they want.
That’s easy…just have a look! You may have looked at your site on your computer when your designer first finished it, but that may have been a number of years ago now, before mobile technology really came to the fore. You need to see if you have a responsive web design that will adapt itself seamlessly to the main percentage of mobile gadgets.
Take a look on your own phone, as well as on other mobile devices. Type in your web address and see what comes up. Notice:
If your site isn’t there in full and quickly, then you don’t have a mobile-friendly site, and that can be a big concern for your business. Over 80% of all local searches done on the internet are now done on mobile devices. Almost 50% of 18-25 year old website visitors consider their mobile phone as their primary computer, and that number will only go up, not down, as children grow up with more advanced technology. So if your customer is looking for you, the response of your website to their mobile device will determine whether or not they even browse your site.
There is no need to panic just yet. There is nothing here that can’t be changed or improved upon. Here are some really useful tips to consider when looking to make your website more mobile-friendly:
It might seem an obvious thing, but it is sometimes overlooked. There is no point creating a mobile site if nobody goes to it. When someone types in your web address on a mobile device, they don’t use a separate mobile URL. It’s the same one as your main website. So make sure your server is set up to recognise mobile devices and to automatically direct them through to the mobile version.
It’s pointless creating a mobile site if you cram it so full of content that the user has to wade through screen after screen of text to try and pick out what they want. Because your information is being viewed on a much smaller screen, realistically you can’t add all the in depth information you would have on a site viewed on a computer.
Your visitor hasn’t come to your site to learn more about you. They are there because they want something specific – your address, contact number or a product. So don’t cram each small page with as much text as you can get on, but add less (but more relevant) information to your mobile site in a condensed form. You want to make your visitor work less, not more, to find what they are looking for. If there is something that needs further explanation, like a full product description, then don’t be afraid to add in a link back to your full site.
It’s not just the content on your site that needs to be trimmed down. You need to look at simplifying how your visitor navigates around the mobile site. No-one wants to have to click here, then there, swipe and scroll and click again just to find your telephone number. Consider why visitors will use your mobile site and then put useful information within easy reach and the minimum of clicks.
The way your navigation looks is also important. Users want to be able to scan the home screen and immediately see where they need to be to get what they want. So keep your navigation clear and concise – don’t hide your navigation behind images. It is too confusing especially when they don’t have the roll over or hover features. It may look great on your main site, but it will annoy, frustrate and finally put off many visitors through the lack of friendly usability.
The rule to remember is mobile users have less time to talk and want to use that time to get the information they want and go. They certainly don’t want to have to fill out a 20 field opt-in form just to get a little information. The more fields a user has to fill out, the more unhappy they become.
When you need information from your mobile visitor, make sure you only add fields that are ABSOLUTELY necessary, and not what type of movies they like or whether they drink a brand of cola. You will engage your visitor more by giving them what they want quickly than by getting them to give you non-essential information.
Just because your mobile site is going to be viewed on a small screen doesn’t mean you have to leave out the most important thing – Your Brand Identity! When someone comes to your site, whether it’s the mobile site or your full website, they should be able to identify it immediately as yours. So use your corporate colors and logo together with your brand style on both sites so your visitor is confident both sites belong to the same company – yours!
How many times have you tried to tap the screen on your phone and missed the tiny button you were aiming at? Fingers come in all shapes and sizes. You wouldn’t expect a 6 foot 3 inch wrestler to have delicate slender fingers.
You may not be able to give people the option to change the size of button, but you can increase the button size to ensure visitors have a much easier time selecting the button they want.
The other thing you need to make bigger is the font size. It might seem logical that because you are using a smaller device, the text should be smaller too. But, in fact, the opposite is true. Because everything is being scaled down, you need to increase the size of font, otherwise your content will be unreadable. But this can work to an advantage. You can highlight features or areas of the screen by the selective use of color and larger, bolder fonts to pick out certain words and help the user understand the page more quickly.
It is easy to assume that visitors to your mobile site come there for exactly the same reasons as visitors to your mobile site, and so you arrange your site information in the same way. But is that actually the most likely explanation?
Visitors using a computer at home do not necessarily want the same thing as someone who visits your site on a mobile device. If someone local to your business is visiting your mobile site, they are most likely away from home using their mobile device because they want to know something more physical about your company. They could want to know your address or what hours you are open so they can make a personal visit. Or they may wish to contact you to make a booking or ask a question. They may even want to know what services you provide.
Whatever you eventually decide are the reasons someone would use your mobile site, make sure those pieces of information about your business are some of the first things that they can see and access.
Once you have made all the adjustments and changes to your mobile site, don’t forget to check everything works. Just because you can see your click-to-call function pops up, it doesn’t automatically follow that it will connect to your number. So check every pop-up, link and interactive function to ensure not only that they work, but that they work the way you want them to. Nothing is so frustrating to your potential customers as something that doesn’t work.
The whole aim of making your website more mobile-friendly is to increase the positive experience of your users. If people can come to your site and get the information they need quickly and easily, they will return back the next time confident that you have what they want.
Very few mobile browsers return to a site that is slow to load, complicated or makes them spend ages hunting down what they need. There are plenty of other businesses that do have mobile-friendly sites and they will move on to those sites without a backward glance.
By putting these guidelines into practice, you can make your user’s experience a positive one for them and a profitable one for you.