Is Your Site Optimized For Mobile?
A recent study predicted that by 2017 there will be 2 billion smartphone and/or tablet users engaging in some form of mobile commerce. Knowing something like this, you’d think brands would start to move towards a more strategic mobile strategy- or at least a mobile friendly website! However, like us, I’m sure you’ve been greeted many times by a website that is less than ideal for mobile, complete with excessive scrolling, tiny text, broken images or worse- a contact number that isn’t clickable! (gah!)
To make things more difficult on those “un-friendly” mobile sites, Google announced they’d be rolling out an algorithm update in April that will negatively impact the rankings on sites that aren’t mobile friendly. I.e. If you don’t have a mobile or responsive site design, you’re pretty much out of luck.
Having said all of that, are you questioning whether your site is mobile-friendly? There’s only one way to find out. Start by asking yourself the following questions:
1. Does your site load quickly?
Page speed is even more important for mobile users than desktop users. Although a larger consumer base is using mobile, the bounce rate is even higher. Users have less patience on a mobile device than on a desktop, so you must make sure that the pages they are being led to, are loading promptly. Test your page speed by using Google’s PageSpeed Insights.
2. Is the site easy to navigate?
The key to effective navigation on mobile is to reduce the noise and keep it simple. The experience should be not only visual, but intuitive and easily accessible. Create an environment where the user is seeing exactly what they need to see and nothing more. Also, try to reduce the amount of links or clicks the user has to make to complete an action, one to two links is preferred. A collapsed navigation menu can help to achieve this feature.
3. Is there a clear call-to-action?
Your call-to-action should be so obvious, that the user can’t help but click it or read more. The CTA button should be prominently displayed on each page (if it makes sense) and it should be indicative of where the user will be led if they click it.
4. Is your contact form easy to fill out?
Simplicity is key here. Don’t intimidate the user with a long and lengthy contact form. Stick to the basics: their name, their contact info (email or phone), and a field for what their looking for. After the user has filled out the form follow through with an email thanking them for contacting you. Note: If you are going to send an automated email, make sure to do as you say in the email. i.e. If the email indicates you’ll call within 24 hours, make sure you do so.
5. Do you have a click-to-call link?
Make it easy for customers to call you! What could be more convenient for a user than to click a link and have it dial your business directly? It seems like a pretty obvious item, but you’d be surprised how many sites are lacking this capability.