If you want to have a universal web-resource accessible from any device, this article is for you. Needless to say, it is highly important to make sure that your potential customers have abundance of opportunities: tablets, PCs or phones. Conventionally, it is quite difficult. Many users have to zoom in while using their phones to have a proper overlook of the website. Moreover, they would have to scroll down to find “CTA” button (call to action); their fingers would even hurt from going through endless landing pages.
Thus, if your predominant aim is to make an entertaining web-resource, you will have to optimize it for mobile devices. Right below, there are all the obstacles you will face and ways of dealing with them.
№1: Take into account the needs of “ mobile audience”
As a rule, Internet users follow different values: screens’ size, social surrounding and way of thinking – all of the mentioned aspects form their expectations and wants.
According to the latest observations, people using mobile phones have completely different purchasing characteristics from PC-users. In particular, we are talking about the low rate of conversion that mobile phones are predisposed to. PC and laptop are undisputed leaders with respect to this indicator (conversion rate). Despite the fact that “mobile fuss” has been steadily growing till this day, a vast majority of people still prefer making transaction with the help of PCs rather than phones.
Obviously, website’s original purpose and offer play a crucial role as well. With that being said, sales that don’t require complicated decisions can be easily done through mobiles.
What is more, there are people who use mobile devices as the instrument for marketing analysis. Having compared different commodities, users proceed to certain conclusions and “mental notes”. Consequently, this information allows them to make rightly-weighted decisions regarding theopportunities that they have. Then, they turn on their PCs to check liked web-resources one more time; just to make sure that their choice was correct. Final step is the actual purchase of the selected good – this is exactly the phase when websites adapted for mobiles have an undeniable advantage.
Taking all of this into consideration, you might start thinking about transforming your website into the one that will fit the expectations of your potential customers. In other words, you will need to create a certain feature that induces Internet users to keep on exploring your website from their PCs. This, in turn, will be described in the following chapter.
№2: Change CTA to CTC
As it was mentioned above, every customer before making a final purchase has to collect some data. Because of this, CTC button (click to call) will be a great addition to your landing page. On the button itself, there has to be some sort of appeal that would incentivize users to act: “Click this button to call us”.
Needless to say, this button will appear to be a simple alternative to an ordinary call-button. The only difference is that this button will be linked to your telephone number. Thus, there will be no need for a potential customer to remember the number itself or copy-paste it to a phone book: just one click and you are connected to an operator.
With reference to the latest estimations, CTC buttons increase sales by 10-20%! However, this efficiency is only achievable if your phone line has multiple channels; only in this way you will be able to deal with many calls coming at the same time.
№3: How to “ease” your website
If calls don’t happen to be your predominant priority, you can move them aside and focus on something else. One way or another, technological advancements have enabled our phones not only to make calls, but to perform more complicated tasks.
In particular, you can try attracting users’ attention with the help of optimization. Hence, in order to do this, you will have to get rid of “futile stuff”.
In other words, countless features and widgets may be advantageous when users are using standard PCs; for mobile devices, however, it will only bring about additional problems. That’s why it is vital to throw everything useless into the bin when it comes to adapting your web-resource to mobile devices. On the landing page, in turn, only needed information is to be stored: exclude any piece of text that brings no utility.
The same analogy may be applied to filling forms. If you want your potential customer to leave some personal data, simplify this process to the extent that it takes only a few seconds of his/her time. Apparently, it is advisable not to use filling blanks at all; instead, try to figure out an alternative way of getting needed info from your customers.
If you still lean towards using application forms, make sure that they are perfectly optimized for mobile devices. Specifically, track the process of “typing in”. When customer needs to fill in text – alphabetical keyboard, telephone – numeric, e-mail - @.
The following tricks are related to easing the process of filling in. If users find it simple to complete an application form, they will do this; in any other way, they will abandon this shortly. Apart from this, it will be extremely convenient if there is an installed paying system. Also, instead of a question-answer type of application, apply a multiple-answer one; it will make the questionnaire more enjoyable.
№4: Look from a different perspective at “above the fold”
Basically, “above the fold” is the part of your website that users see without scrolling down. Conventionally, exactly there, owners put the most important info that is expected to attract customers’ attention. In particular, CTAs (call to action) are located there.
However, the optimization of your web-resource with respect to the area “above the fold” is a tremendously difficult task to deliver. What is more, the abundance of mobile devices turns it into a more complex challenge; different resolutions prevent us from creating a universal type of optimization.
This, in turn, forces us to come up with various solutions that would make this problem avoidable. You may try using a diminished version of CTA under your logo. By doing this, you will kill two birds with one stone: make CTA button visible and cover all of your potential Internet audience.
№5: Cutting content
If you are a big fan of articles on optimization, you might already know that precision and readability happen to be the key tools in this field. In case with mobile devices, these tools transform into your top priority.
While working with smartphones, people happen to be less attentive and more relaxed; whereas, PC-users are more intense and careful. Which implies that people using phones want to get needed information as quick as possible.
As the observations of marketing developers show, cutting of useless content serves as a highly efficient trick that attracts more people and positively impact conversion.
Moreover, you can make people aware of the fact that your web-resource is worth being looked over using mobile devices; you may even write: “Mobile version of our website brings pleasure. Trust us”.
№6: How to adapt your account to slow internet connection
It goes without saying that the quality of internet connection happens to be a never-ending issue for many people. That’s why you have to keep in mind that your web-resource has to be working perfectly even when the connection is poor.
If you keep on being oblivious towards this problem, your risk losing a lot of priceless traffic. As statistics emphasizes, 43% of people don’t come back to websites that took them longto upload.
To be sure that your web-resource is working efficiently, you need:
- check whether all the images are adapted to low-quality internet upload
- try to use as much vector graphics as possible; it doesn’t lose any quality when altering the size (SVG icons)
- check whether everything is in HTML – no text in images
Having done all of the mentioned, you may still remain uncertain about the quality of optimization. To eliminate any concerns, try using something like this (http://validator.w3.org/mobile/). “MobileOK Checker” will perfectly fit your purposes: it does various tests to evaluate the workability of websites.
Keep a look-out!
All of the tricks and advices listed above will certainly yield some positive results for your optimization process. However, to assure constant growth of traffic, you will need to devote substantial amount of time for further development and regular test-offs!