The great thing about using advanced in-page Digital Customer Experience technology is that you can uncover why website visitors behave the way they do within their individual online journey.
Here at Clicktale we’ve analyzed literally thousands of enterprise websites from every industry vertical. Here are the top 4 issues we’ve discovered to be the most problematic for mobile websites. By focusing on fixing these four issues, an organization can quickly make significant improvements to online customer experience and deliver stronger online business results in a short time:
1. The structure of the mobile page is not simple enough
One of the major differences between desktop and mobile navigation is the way visitors scroll. Due to the limited scope of the screen-size, mobile users tend to scroll straight to the bottom of the page to gain a feel for the length of the site. (Check out our previous article on this: Why the Mobile Footer Matters)
To make navigation easier, try to limit the length of the mobile page so visitors can more easily scroll to the bottom. Instead of adding more and more sections to the home page, place them in easily visible menus, links or sticky navigation.
Another common mistake is to confuse or divert the visitor’s attention when they’re scrolling down important pages – typically the ‘purchase now’ or ‘contact us’ or ‘download’ pages.
While you may think it’s helpful to offer a subscription to a newsletter or blog sign up on these pages, it’s actually a significant source of drop-off. Make sure that the most important pages have only one call to action – the one that leads to a conversion!
2. The page content is not engaging enough
People approach the content of a mobile site differently to the way they use a desktop site. What usually works for desktop pages –written text, is often too heavy and not engaging enough for mobile users.
One tip is to substitute images in place of text where possible.
This is particularly powerful where you replace a written call to action with a more visual one. Place text in a prominent call to action button that stands out from the background colors of the site. Or replace text with a visual where possible.
3. Pages are not set up for mobile functionality
There are so many examples where mobile site visitors experience frustration due to sloppy or simply absent functionality.
Some of the typical functional issues include zoom, double tap and pinch functionality which is often missing. We’ve all experienced wasted seconds on a smartphone trying to zoom in on a tiny piece of text only to be frustrated again and again.
If you have to have small text on a mobile site, then make sure you can zoom or pinch in to read it – particularly if the text is a vital part of the conversion process such as a customer review or product spec.
Better still, remove superfluous small text where possible; replace text with zoom or swipe-enabled images; or make sure font sizes are reasonable for mobile browsing. See the size and prominence of the ‘Search Now’ button on the mobile website opposite. Notice how the use of the magnifying glass helps to explain the purpose of the call to action.
4. Pages don’t load fast enough
Mobile pages take longer to load than desktop (see the graph, courtesy of Google Analytics). For mobile sites you should aim for no more than 6 seconds page load time. Force people to wait much longer and you’ll be jeopardizing their patience – and creating unnecessary bounce.
Check for Java script errors, particularly on important site pages. And make sure that your page is not being let down by a single weak element such as a slow-loading video.
Conclusion – small changes can affect big results
None of the above points stand out for their sophistication. In fact, they’re all simple issues. Often, the problem with trying to optimize site performance is that we simply don’t experience our customers’ journey through their own eyes. And as a result, many customer experience issues are simply overlooked or hidden from view.
The beauty of Digital Customer Experience tracking is that you can uncover customer experience problems that may be small technically – but nevertheless big conversion show stoppers. The good news is that all of these can be fixed relatively quickly and easily. And the results to your online business can often be way out of proportion to the expenditure invested!
Schedule a private demo with Clicktale Digital Customer Experience professionals.