Last time we talked about when to use responsive design and when to make a whole separate mobile site. As your business grows, you may want a higher level of customization for your mobile pages—and that probably means developing a mobile site with its own URL. This is especially important if you make a lot of your sales completely online, since the pages that work best for mobile users will look very different from those that work for desktop.
Just creating a good-looking mobile site isn’t always enough, though. You want your site to truly cater to mobile users, making their visit as easy as possible. You also want the pages to perform well and maximize conversion rate. And that involves more than sizing it for a small screen.
Here are four tips that will make your mobile site more user friendly and ultimately more profitable:
#1 Let users choose the regular site. Mobile design emphasizes simplicity. It also prioritizes the information most mobile visitors want—things like location, hours, and a store finder. However, not all mobile users want the same thing, and oversimplifying the site can leave some users out in the cold. If a feature is missing from the mobile site, users will get annoyed.
The solution is simple. Make sure that a “view the full version of our site” button is visible near the top of bottom or the screen. It can be small, as most users won’t use it, but it should be there. Even if only 5 percent of mobile visitors make us of it, that is 5 percent of your customers who otherwise would have gotten frustrated and left.
#2 Use responsive design anyway. Didn’t we just say that if you’re a large or growing business, you might want more than responsive design? Well, true. But just because you build a separate mobile site doesn’t mean you shouldn’t consider going responsive.
Let me explain. All “responsive design” means is the page is coded to rearrange itself to fit any screen. And not all mobile devices have the same screen size. If you design your mobile website for an iPhone, how does it look on a tablet? What about a mini tablet? What about the next device that isn’t even invented yet?
Even though your mobile site should only be seen by mobile devices, we recommend developing it to be responsive anyway. This will help it look more consistent across all screen sizes. And if someone on a regular computer ends up at the mobile URL, it will keep the site looking good for them, too.
#3 Downsize the pictures. This is something your web developer should already know, but if you are relying on an amateur or a friend-of-a-friend they can easily miss it. One of the biggest problems for a mobile site is slow loading time. And one of the biggest culprits slowing it down is the images you use.
You probably have large, high resolution images on your regular site. Remember, just because they show up smaller on the mobile screen does not mean the file sizes are any smaller. Ask your web developer to resize all images so that they are smaller files and load more quickly. This will decrease your bounce rate and improve mobile SEO.
#4 Customize the copy. We see far too many businesses overlook this. Mobile visitors have different needs, more distractions, and less patience than desktop visitors. That means shorter, properly focused copy will get more sales. In many ways, this is the whole point of building a mobile site in the first place; if you don’t customize the content, you’re leaving money on the table.
EverSpark Interactive can help you develop a mobile site that meets your needs—and those of your customers. Ask us for your free consultation today.