It’s a mobile-first world, and if your site’s not dressed in the right digital clothing, it won’t get past the bouncers. In this metaphor, those are the consumers, and the party on the other side of the rope is the land of sales and conversions.
So, what’s the little black dress or sophisticated suit of the mobile world? Getting your site fashionably dressed for on-the-go users means easy-to-use menus, a responsive web design and CTAs that let mobile users move naturally from landing page to purchases or sign-up.
1. Menus That are Mobile-Friendly
You can’t assume the majority of people will browse your website on a computer, where clever nested menus and expansive drop-downs work. In fact, research from Google and Purchased notes that individuals are twice as likely to connect with your brand on a tablet or smartphone than they are to have a brand experience via any other media — including in-store, television and computer.
Here are some tips for buttoning up your mobile menus to impress those consumers who find you on their smartphone.
- Include all the most-used or most important functions in the high-level menu. Mobile users are only a tap away from someone else’s website, so don’t make them search for information or give them a reason to look elsewhere for what they need.
- Organize nested menus to allow mobile users to tap through to various options instead of scrolling through complex drop-downs that don’t fit on their phone screen and increase the chances of frustrating mistaps.
- Keep the homepage a tap away. Most mobile users intuitively expect a tap on the logo to return them to the home page, and when they know they can get back to start anytime they want, they’re more apt to explore on your site.
2. Responsive, Decluttered Web Design
As of January 2018, there were approximately 3.7 billion global mobile users, and projections estimate the number to grow sevenfold between 2016 and 2021. That means no website owner has an excuse for ignoring mobile, and responsive designs (those that perform well in both desktop and mobile environments) are a must. Going without responsive web design is like hitting the town in your stocking feet because you left your shoes at home.
And it’s not enough to wear any pair of shoes in your closet (or simply ensure your website template has a responsive option). When you’re dancing the night away, you want a stunning pair of shoes that also keeps your toes from feeling bruised come morning. When you’re designing a responsive website, you want pages that users enjoy browsing and that also boost your own bottom line.
Some tips to pair with your responsive design include:
- Ensure site search is easy to access and intelligent.
- Don’t require a sign-in for users to browse your site — keeping all your content behind any type of paywall is going to alienate all types of users, but it’s especially frustrating to mobile users who may be trying to find information quickly while on the go.
- Support users’ multi-device habit. Many users switch seamlessly between devices, such as moving from smartphones to computers or vice versa to complete orders. Make it possible for users to share via social media platforms or email, or let them log in and save their progress so they can pick up later on another device.
3. Calls-to-Action That Leverage Swipes and Taps
Now that your site is dressed to kill, it’s time for the finishing touch. Think of it as the spritz of a signature scent that catches the attention of passersby. Except on your mobile site, you want to convert the attention of users to your call to action — the thing you want them to do next.
Since you don’t have much room on the mobile page, and smartphone users often don’t have a lot of time to spend before getting to the crux of the matter, keep CTAs short, sweet and in the hot spot. That often means positioning them above the fold — at the top of the page where they’ll show up even if a user never scrolls down to see more.
Buttons work extremely well because mobile users are conditioned to tap. Large, easily clickable buttons with self-described labels such as “Buy Now,” “Get a Quote” or “Sign Up Now” tend to work best overall, but remember to conduct testing to see what types of CTA and buttons work for your brand and audience.
You may also have the option of integrating other mobile functionality in your pages, such as “Swipe left to find out more” or click to call, which lets a smartphone user call your business with the tap of a link or button.
While CTAs should be obvious and can even be slightly aggressive, avoid content and functions that are likely to frustrate users. Interstitials are a type of content that can drive people away from your site — they’re full-page promotional boxes that cover your regular content. Users can be frustrated by these types of tactics because it’s easy to accidentally click on something you didn’t want to, and it can be annoying to find the small X in the corner to close the interstitial and get on with whatever task the user wanted to do in the first place.
Questions? Talk to the Responsive Web Design Experts
Simple menus, responsive design and enticing CTAs are just three key web design elements you need to pay attention to in the mobile first age. Other considerations can include mobile search, local marketing, and app marketing. If you’re not sure where to start or want help from the experts on integrating mobile strategies into your digital marketing campaigns, contact the experts at Lead to Conversion today.