We’ve written a lot on the topic of mobile web design recently, specifically on the importance of providing a great user experience for mobile users. But we’re not the only ones; everyone’s talking about it, because it’s a pretty big deal. Gone are the days of simply throwing a few pages of text about your company and products online and calling it a website. If you aren’t catering to the mobile audience, you’re neglecting what’s fast becoming the majority of digital users, and wasting precious resources: your time and money.
So, what does it take to provide an exceptional mobile experience? And how do you ensure your target audience comes back over and over again? Focus on getting these three aspects of your website right, and you’ll be much more likely to capture and convert your mobile audience.
Page Load Speed – Faster is Always Better
We’ve said it before, and we just can’t say it enough. Call us redundant, but we think it’s important to say this again (and again, and again…until it sinks in). The speed at which your website loads is absolutely critical. If you can’t deliver nearly instantaneous information, your mobile viewers aren’t going to hang around. Who waits for a page to load any more? No matter how great your product or service may be, or even how likeable your brand is, you can’t leave your mobile viewers waiting and expect them to convert.
In many cases, just one second may mean the difference between grabbing a new customer’s attention, and losing them to the next result on the search page. Lest you think we’re overstating the fact, a 2016 Google Data report concluded that “53% of people will abandon a mobile site if it takes more than three seconds to load.” And if you still think a few measly seconds don’t matter, you’re wrong. More recent data indicates that as page load time goes from one second to five seconds, the probability of a bounce increases by 90%.
When it comes to winning and keeping the attention of mobile users, the faster website will almost always win. Don’t be the website users are screaming at for being too slow.
User Experience – Users Expect Personalization
Did you know that 63% of people expect brands to use their purchase history to provide them with personalized experiences? Aside from the fact that it makes good business sense to present relevant content and experiences to consumers, they’re actually expecting it, so don’t let them down. Show your customers you’re paying attention. The more effort you make to get to know your customers and provide them with relevant and personalized experiences, the more likely they are to come back and make additional purchases.
Don’t let them feel like they’re just another customer. Show them you care about what they want or need, and show them what you have to offer.
This works for visitors who aren’t yet customers, too. There are ways to personalize a website based on whether someone is visiting for the first time or returning to your site. A “nice to meet you” message and a “welcome back” message can make a big difference when you’re courting a prospective customer.
Consistency – Users Like Seamless Experiences
Inconsistencies in how you present yourself to your audience can be a big turn off. Your audience expects (and rightly so) to have a seamless and consistent experience when interacting with your company, regardless of what type of device or channel they are using. Your website, email, and social media channels should look and act like they belong to the same family. (So should your Google presence or any other directory or listing where you can be found, btw.) Using an old logo in a profile picture, or lower-quality imagery on social media is a real bummer for your audience. It’s important to make sure that your brand, as well as the user experience, remains consistent no matter where they encounter you. Inconsistency can lead to questions of trustworthiness and credibility. More than 60% of people expect brands to deliver a consistent experience, whereas only 42% think most brands do. Why not prove the doubters wrong?
Don’t frustrate your visitors with different content and functionality from one device to another. Prove that you’re providing an exceptional user experience to every user, on every platform, every time.
Mobile users like fast, personalized, and seamless digital experiences. To create a positive brand experience, all you really have to do is figure out how to meet these three criteria on a regular basis. And guess what? Almost 90% of people are likely to recommend a brand after a positive brand experience on mobile. It’s the gift that keeps on giving.
Contact us today.