How to Make Your Website Mobile Friendly
It is actually more difficult to create a designing for mobile than it is to create a desktop version. That’s because there is simply so much less real estate to work with. Following these guidelines will help provide your mobile customers with a satisfying user experience.
- Call to Action — This is the single most important element of your website. It is the action that you want the consumer to take. Therefore, make sure that it’s easy for your users to find them. Put the call to action graphics and buttons in an obvious place where they cannot be missed.
- Menus — Mobile users have a lot less patience than desktop users do. They do not want to scroll through a long list of options to find what they want. Present the fewest number of menu options possible and make the categories obvious and distinct to make it easier for mobile visitors to navigate.
- Navigation — Users should be able to access the most important content in one click from the home page. This usually involves using the three line “hamburger” button in the upper right. A back button should be at both the top and the bottom of each page.
- Homepage Access — Be sure that it is always easy to get back to the homepage without having to hit the back button multiple times. Be sure that the top banner logo allows users to retreat back to the home page.
- Video — A lot of text on the home page of a mobile site is not a great first impression. Better to include a video to engage users right away.
- Sale Promotions — it is tempting to hit users with prominent display of sale items on the home page and this is fine so long as the short term promotions do not interfere with the navigation or most important call to action.
- Site Search Boxes — If your site is a large ecommerce or information site, visitors will want to be able to search within your site search box. Make sure it is prominent, visible, and at the top of the page.
- Misspellings — it is certainly more difficult to type in a search item in a search box on a mobile phone. Make it easier on your customers by adding misspellings and auto-complete.
- Guide Users — To get better search results, ask as many questions upfront as possible. For instance, a shoe site might ask for sizes since showing shoes that are not available in a particular size probably is not going to do the customer much good.
- Let them Visit First — it is often kind of annoying when you walk into a retail store and the clerks are immediately asking you what you are looking for. In most cases, you just want to look around first. Same with your website. Don’t ask them to register before looking for the product they are interested in. Registration is a turnoff. Engage them with an interesting product first.
- Guest — Permit guests on the site. As much as you might want the user’s information, some simply do not want to give it to you and if you demand it, you’ll likely get false information anyway. Let them purchase without registering. After using the guest registration and making the purchase, ask them again to register, but this time give the user a good reason why they should register such as receiving email discounts.
- Convenience — If it’s a return visitor, remember their information to make it more convenient when checking out.
- Use Tap to Call — Some aspects of the checkout process might be confusing to some users. Others may be nervous about providing their personal data online. Therefore, you should always allow for a tap to call help button during the checkout process. If your business is too small to allow for 24/7 live operators, at least provide a recorded IVR program to get leads to call back the next business day.
- Use Tap to Text — Same as tap to call, although simply touching a button will enable the customer to send a text message to the business.
- Use Tap to Chat — Initiate an interactive chat service with the business.
- Convert on Another Device — It can be difficult to fill out long forms on the small screen of the mobile phone. Allow the customer to be sent information via email to convert the process when they are on a desktop.
- Short Forms — Just ask for the information that is absolutely needed and nothing more. You can collect more details later.
- Information Entry — If the field requires numbers, such as a phone number or zip code, automatically shift the user’s mobile phone to the numeric section.
- Use Toggles — A toggle is easier to navigate than a dropdown. Users will prefer using them.
- Calendar — People often do not know what date it is, but they usually know what day of the week it is. Offering a visual calendar for events and travel sites make it a lot easier on the mobile user and will help them make less mistakes on date selections. It also solves the problem where much of the rest of the world puts the date first and the month second as opposed to North America where the month always comes before the date.
- Label within Text Boxes — Your site will be dealing with many different sizes of mobile devices and screen sizes. A mobile user can easily get confused, often not knowing whether they should use the input copy at the top or bottom of the box, for instance. That’s why you cannot fail if you have the labels inside of the boxes.
- Efficient Forms — When entered, the zip code, for instance, should auto-fill the city and state to reduce the amount of fields required. Put the zip code form before the city and state to save time. Do the same in Canada, but remember that Canadians use alphanumeric postal codes instead.
- Skip Ahead — When the form is filled, automatically have the cursor jump to the next field box. Of course, you cannot do this for a name or address, but you can do it for phone numbers and zip codes where there are always a standard number of digits.
- Test — it is critical to test, test, and test more. Don’t just use the people in your office; they are probably too close to the product to find errors that outsiders may find. There are online services that will enable you to test on a range of devices without having to purchase all of the devices.
- Pinch and Zoom — A good mobile site should never require the user to pinch and zoom to see items.
- Expandable — While a good site will avoid pinch and zoom, it’s great to offer expandable images, especially on ecommerce sites.
- Portrait & Landscape — Whatever is used on your homepage should be used throughout the site. Don’t make users turn their phones between portrait and landscape!
- Windows — Users should never have to open new windows on mobile. it is a pain for them and will help you lose the sale.
- Desktop Site — Some users may prefer using the desktop site to the mobile site for whatever reason. Do not deny them the ability to use the desktop site. But, do not label it “full site” either. If you do label it “full site,” users tend to choose it, fearing that they miss out on something, and then they get frustrated, because it does not look great on mobile. Use the term “desktop site” in the footer to denote the site instead of “full site.” And, do not always link back to the home page of the desktop site; it’s better to link back to the most relevant page on the desktop.
- Configuration — Make sure that your configurations are correct and you are taking mobile users to the mobile site and desktop users to the desktop version. This sounds basic, but it happens.
- Landing Pages — Landing pages often work best on mobile where the theme can be exactly based on the mobile advertisement or source of the click through.
- Analytic — Ensure that your analytic tools are tracking both mobile and desktop separately.
Domino’s has long been a leader when it comes to companies that do mobile right. Its new television commercial which will debut next week shows you just how pervasive mobile has become. And, how easy it is to order pizza from your mobile device.
When I think about brands that have really done an amazing job with mobile, I think of Starbucks first and Domino’s Pizza second.
No matter how good your mobile marketing is, if the product is no good, you aren’t going to get repeat customers. In 2010, Domino’s fixed that with an improved pizza and a TV campaign that actually admitted that their pizza needed improvement.
And, they seem to have been rolling in the dough ever since with a mobile marketing campaign that seems ideally targeted to millennials. Today, mobile-savvy consumers can place pizza orders via an app, social media, SMS, a virtual voice assistant, and an online site. All of this ensures maximum convenience and reach and contributes to the brand’s cool factor as well.
One of the most convenient things that Domino’s offers is its Pizza Profile which allows users to save their favorite pizza toppings along with their payment information for a speedy ordering process, because when you want pizza, you want it NOW. You can even order a pizza from your Twitter account by simply typing in a pizza emoji! The app also enables pizza buyers to accumulate loyalty points which keeps them coming back.
For Domino’s, having a great mobile pizza ordering process is not only an advantage, but a must have, because Domino’s stores are small and most don’t allow for any sit down dining so they need to be all about mobile.
I attended the MMA Global event in New York in September and the speaker there was Dennis Maloney, VP and chief digital officer for Domino’s. Dennis said that more than half of Domino’s orders come from digital and half of them come from mobile. That clearly makes Domino’s an ecommerce company today.
The lesson to be learned is that brand engagement is now happening over a variety of devices. At the office, it may be the desktop, at home it is likely the tablet, and on the drive home, it may be the mobile phone. In addition, consumers prefer to interact in various ways. Not everybody is on Twitter and interested in sending a pizza emoji so Domino’s has effectively offered a multitude of ways to order their product. Let’s face it, people don’t really like to use the phone to talk if they can avoid it.
Sell More Pizza with Mobile Marketing
Smart Pizza Marketing has published its podcast interview with Bob Bentz and Barb Breeser of ATS Mobile. If you want to learn more about how you can sell more pizza, click here to listen to Bob and Barb discussing mobile marketing with Bruce Irving.
Listen as Bob and Barb discuss various aspects of mobile marketing for pizza restaurants, including:
- SMS text message marketing for pizza restaurants.
- why text message marketing works better than email.
- different aspects of mobile marketing.
- mobile ordering for pizza restaurants.
- the importance of a mobile-optimized website.
- how to do dark posts for restaurants on Facebook.
- social media marketing for pizza restaurants.
- specific examples of successful pizza restaurant promotions such as promoting holding fantasy football drafts at the store.
- how one pizza restaurant got an 11% return on its SMS campaign for Super Bowl Sunday.
ATS Mobile’s Restaurants To Go services offer a complete mobile marketing tool kit for pizza restaurants.
When comparing time spent with media versus advertising spend, mobile continues to get the short end of the stick. American businesses continue to spend money on print advertising, I guess just out of habit.
View time spent with mobile trends since 2009 here.
See more detailed statistics on time spent with various media here.
Web Development — Syracuse
On April 21, 2015, Mobilegeddon was released and now Google has new rules in place to make sure that your sites are mobile friendly. While the impact of the new algorithm may not have changed much for most sites, the message was clear: Google cares that your website is mobile friendly. And, the importance of that will only continue to increase.
Not sure if your website is mobile friendly? There’s no better place to check than to ask the experts themselves: Google. Use this convenient link to see if Google thinks your website is optimized for mobile.
ATS Mobile has developed several sites for businesses recently in the Syracuse, New York market. All are, of course, mobile friendly.
If you haven’t mobile-optimized your site, there’s no time like the present to make sure that you do. So, whether your business is in Syracuse, or anywhere else for that matter, optimizing your site for mobile just may be the most important thing that you can do for your business right now.
Time spent with digital continues to increase among American adults through 2015 while traditional mediums such as TV, radio, and especially print are on the decline. Mobile has been the big winner with American adults spending 2 hours and 3 minutes more with non-voice mobile services from 2011 through 2015.
If your marketing plan for 2015 doesn’t include mobile and digital, your marketing plan simply isn’t done.
Want to learn more about the mobile revolution that is occurring today? Check out this article about mobile.
ATS has been in business for nearly 26 years.
Imagine how much technology has changed during that time. When we started our business in 1989, only about 3.5 million Americans had a mobile phone. And, most of them were those big bulky bag phones!
But, while technology has changed tremendously over those years, our clients have not changed much. In 1989, we were supplying toll free 800 numbers to our advertisers and advertising agencies. In fact, 26 years later, we continue to provide IVR solutions for advertisers, agencies and other services such as class action lawsuits.
But, what we do quite often today is act as back-end consultants for traditional advertising agencies. ATS works with agencies in many ways. In some cases, we are merely the hired hands to provide the back-end technology. In other cases, we act as partners of the traditional advertising agency to bring them the mobile expertise that they need.
Do you work at an advertising agency and need help understanding mobile? We live, sleep, and dream of mobile every day.
So your agency doesn’t have to.
Your HR Homerun
ATS’s Barb Breeser recently did a presentation at a talent acquisition conference for human resources professionals. Barb spoke with the audience about how HR departments can employ a mobile first marketing strategy to engage and acquire professional talent.
Here’s more of Barb’s presentation.
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