Mobile Website Best Practices
Very few brands are following mobile website best practices, and are hurting sales and their brand as a result. Google ran a study this July 2012 (conducted by Sterling Research and SmithGeiger). The results from this study confirmed this and reveal opportunities for brands that follow mobile website best practices.
Low hanging fruit abounds as 67% of consumers said they’re more likely to buy from a mobile-friendly website. What if the site isn’t mobile friendly? 79% said they’d split and search for a competing mobile friendly site to get what they want.
Not only does a bad mobile site hurt sales, it also hurts brand reputation. Users expect brands to be current with what is going on in the world, and we all know that you have to live under a rock not to know that Mobile is what it is all about today. 52% of users said that a bad mobile experience made them less likely to engage with the brand. So not having a mobile or responsive website is table steaks today and not having one makes you look like Uncle Fester asleep in the corner.
So what are the best practices for mobile friendly?
First, lets find out what users are looking for, and the same study provides insights. This graphic from MarketingLand provides the key take-aways
Mobile Best Practices Example
The following mobile site for Stowe won best in category award for Mobile Websites just this year and provides a good example of the best practices we follow. See it here m.stowe.com.
Key lessons from mobile web design can be applied to your desktop or responsive website. Its a process that leads you to see what is truly important… mobile first. For Stowe and Stowe’s customers, we studied their analytics from their core site to see what mobile users were looking for, and compared that with experience on other mobile website we’d designed for other resorts. This is what we designed based on that, and serves as a perfect example of what we find are best practices to consider.
<1> Size Matters – big buttons are key – especially for cold fingers.
<2> Search – Redundant top and bottom. Because this mobile site runs off the same CMS as the core site, we are able to pull results from both sites into one mobile friendly results page.
<3> Full Site Access - Users very often want access to deeper content on the main site.
<4> Click to Call – Essential for customer service oriented companies. Icon in header, full phone number in footer. Both click to call.
<5> Key Content – Just want users need. Review Google Analytics to reveal that.
<6> Visual Media – photos, videos, webcams
<7> Social Media – links
<8> Maps & Directions – Linked to Google Maps. Also provide the actual physical address / GPS coordinates (vs mailing) for travelers that need to enter that manually into a separate system.
<9> Clean Design that presents the brand effectively, and provides clear paths to conversion and navigation. Just because the screen size is small doesn’t mean it can’t look awesome.
<10> Low Weight – Here’s where a mobile site outperforms a responsive website any day. Fewer graphics that are optimized for low bandwidth.
Here are few examples of other mobi sites to check out.
|AN Deringer : Visit Mobile
||Heritage Aviation : Visit Mobile
|Bromley : Visit Mobile
|Mountain Creek : Visit Mobile