Five tips for creating a better customer experience on your mobile site

With users browsing websites via their mobile phones more than ever before, companies must adapt their websites to mobile. But simply ensuring that the site fits on the screen just isn’t enough to create a satisfactory mobile user experience.

Responsive and adaptive mobile sites simply try to fit the desktop experience to a mobile device, but often fall short. The challenge is to adapt sites to the unique mobile user experience, not just to the device.

Here are five ways to overcome the challenges of designing a customer-friendly website experience for mobile phones.

1. Shorten pages: When landing on a page, mobile users typically scroll to the bottom to gauge how much effort is required, and then back up to either engage or click off. Keeping pages short and manageable increases chances they’ll stay. Tight text, large fonts, and finger-friendly navigation all up the likelihood of increased user engagement.

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2. Keep headlines and text short and memorable: Make sure everything on the page is comfortably visible on a five-inch screen without requiring zooming in and pinching the screen. Make all information available via a clear, hierarchical slide-out menu. Include intelligent search functionality. This way, users will have full control over the mobile site.

3. Minimize CTAs: Offer a few well-spaced, full screen-width CTAs – links, buttons, banners. This ensures that users don’t get frustrated and confused by too many small and finicky CTAs that have them tapping on the wrong link, followed by frantic and frustrating clicking of back buttons to correct the situation. Fewer CTAs increase conversions on mobile sites.

4. Keep forms short: Forms are even worse on mobile phones than they are on desktops. So, make sure forms require the minimum of information, are broken down into steps and required no more than four no-scroll screens. This will make the users feel more comfortable and reduce abandonment.

5. Speed up load times: Lighten pages dramatically to ensure that visitors don’t get impatient as the site loads. Reduce image weight, avoid complex and heavy navigation gimmicks like carousels, streamline JavaScripts and other code, and simplify CSS. After page load, provide instant feedback wherever possible. For example, when a user submits a form, show a “processing” graphic so they know their “submit” click worked.

Users behave differently on mobile than on desktops. Awareness of the differences between desktop and mobile usage patterns helps you create a smooth and satisfying user experience for on-the-go customers. Ideally, mobile users should enjoy an experience that’s in line with app usability standards. Find out more about how to create a smooth mobile-friendly customer experience. Download our “Avoiding Mobile Mishaps” e-book now.

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