With so many people accessing the web on their mobiles, a smooth mobile user experience is essential. Follow our mobile marketing best practices for a mobile-friendly site.
Focus your content and navigation according to usability
There’s the task-focused user, who uses to their phone or tablet on-the-go to complete a task. Then there’s the time-killing user, who has more time and uses it for entertainment.
The task-focused user requires an effortlessly smooth user journey with clear calls to action. Whereas the time-killer user needs scrollable, scannable content that doesn’t require much loading of content.
Mobile users have local intent
Users are looking for local information and seeking these out in the physical world. For instance, they’re looking for the nearest Thai restaurant and going out to visit it.
What this means is that mobile sites should take into account the location of the mobile user and provide them with the information most relevant to them, at that time.
Keep only the essentials
Due to the limited amount of space available compared to desktop, keeping only the essential information and navigational elements users need. Sticky Content’s recent blog post notes, ‘a sentence which takes up 2 lines on your computer screen could take up an entire mobile screen.’
Make it easy for your reader
Write in concise, plain language and always ensure that your content is focused on the benefit to the user, rather than your own. Remember that users are tapping and scrolling when creating your content, not pointing and clicking as they would on a desktop. Also avoid using too many images (particularly high resolution) as they may slow the mobile user experience.
Make your link text easy to interact with
Links that are too small or close together can be difficult to tap. Write link text that’s long enough to be a good-sized target, and if the link is part of a paragraph, try to space them out in the paragraph.
Create mobile-friendly video content
With the huge popularity of video content on mobile devices, mobile video optimisation is key. Avoid Flash and use CSS or HTML 5 to ensure users can access video content at any time.
Reach out to the right people, at the right time and place
By setting and altering your bids, your content will appear on mobile devices when you want them to. You can also tune performance according to mobile device, location, time of day.
Measure success by profit, not cost per action
Profit should be your main metric for measuring success. Test out real time bidding and flexible bidding strategies to see what is most profitable.
Measure your apps
Mobile apps are a great way to provide a smooth user experience. Use analytics to find out what your customers are using your apps for. Once you have an understanding of this, you will be able to offer something that you can monetize.
Tracking your micro and macro conversions is another way to understand how people are interacting with your app. But you can also go beyond this by focusing on a mix of both micro and macro conversions that deliver good outcomes and adding value to them.
Google’s mobile website training
Google want mobile-friendly websites and they’re encouraging this by providing their own mobile website training and testing site. It analyses websites and comes up with personalised recommendations which can be downloaded in a report. It also has a helpful resource section including best practices for mobile sites.
Developing a mobile-friendly site with a smooth user experience can build customer loyalty, engagement and boost sales. It can also help you to achieve your business goals in the long term.Google+