Two mistakes I see most companies make when creating a website are: to create it as if it were a graphic design masterpiece to show off their design skills, or an unoriginal, hastily-put-together after-thought in a rush to start their business.
In order to transform your mobile website from 0 to 100, you need to keep in mind your initial business objectives and ensure that your development process actually achieves an effective representation of your online presence. High-quality mobile implementation of your website is a critical step in this mobile-first time.
According to Statista, “In 2018, 52.2% of all website traffic worldwide was generated through mobile phones, up from 50.3% in the previous year.” This means that many of the users on your website are likely checking out your site through their mobile. For this reason and many more, you should be working as hard as possible to optimize UX and UI for mobile, especially if you happen to be struggling with below-average conversion rates on your website already.
Without further delay, here are seven things you should focus on to achieve a high-quality converting mobile website.
1. Mobile-Optimized Layout
I’d recommend avoiding responsive web design, which is a pretty common option that, unlike a mobile-optimized layout, adapts a desktop version of a site into mobile. In my experience, this can create a confusing experience and make it difficult to smoothly navigate a page.
You need to think and approach mobile optimization for your website the same way you do for desktop, or even more. Think about different ways you could achieve an optimal mobile website that’s easy to navigate and user-friendly. Ask yourself questions such as: Which icons should be smaller? or How can I change my mobile site flow so it improves the user experience?
2. Readable Text
Even though it sounds obvious, you would be surprised by how many mobile websites I encounter that have extremely tiny text where you need to zoom in and scroll in order to read its content. Making your text too small or too big is a disadvantage. Creating an optimal and high-converting mobile website means making sure your text’s lines are well-spaced and clear for any user to read.
3. Faster Loading Times
Slow internet can happen, but a slow mobile website is frustrating. In order to optimize your website so that your pages load as fast as possible, it is first necessary to optimize all images for a slow connection. You can do this by resizing them using an image editor tool/software like Adobe Photoshop. I’d recommend creating a copy of the original image file and working specifically in the copy in order to protect your data. Decide on your image dimensions and make sure to reduce the image proportionately. (You don’t want to mess up the dimensions or pixels.)
Second, combine multiple graphics and images. Mobile usability is much better when users can get access to a lot of information in a relatively short time frame and not spend a lot of time scrolling on their device. Graphics and web designs that might look great on desktop could slow down the mobile experience and turn off users. So, creating graphics and images that condense more information is a great solution to decreasing page scrolling and to keep users focused on their decision-making process.
And last but not least, always put text in HTML instead of graphics.
4. A Search Box
Navigating on a small screen is not easy. Add a search box to your mobile website for users to quickly search what they are looking for, retrieving only the important information they need, increasing their satisfaction.
5. Mobile-Optimized Forms
Forms optimized for mobile are a must to build a high-converting mobile website. It can be alarming if your website visitors leave before a form is even filled out. One way to not overwhelm them is to create a simple form with the fewest amount of fields possible. If you happen to need more information, make sure that your visitors can tap their way through the form rather than spending time typing and entering the information manually.
6. A Click-To-Call Number
Users should have access to your company’s phone number as soon as they land on your website. To be able to communicate instantly is actually a major goal for mobile users. Therefore, adding a click-to-call number should be one of the top priorities when building a mobile website. Adding an easy and accessible phone number gives users the option to contact you within seconds. For these reasons, if you do not have a click-to-call number, you could be missing on a great opportunity to get more good leads.
7. A Call To Action (CTA)
No matter what you’d like to accomplish with advertising and marketing, you won’t do it without the right call to action. Make your CTAs stand out with colorful graphics and text, and make your CTA buttons easy to press. Another option you can consider is adding a lightbox form that opens when a visitor clicks on the CTA.
It is important to keep in mind that you are designing a website for mobile, and the call-to-action button, image or text must be designed with that in mind, too. Nothing ruins conversion rates like a hard-to-find, visually unappealing CTA.
To conclude, building a high-converting mobile website will depend on how well it is optimized for mobile. It is in your best interest to make sure you are following best practices to avoid overlooking specific details that can lead to a significant decrease in conversion rates on non-desktop devices.