Alan Spurgeon

10 Tips for Mobile Marketing

Mobile-friendly sites are, as the name would suggest, designed for the small screen found on mobile and smart phones. However ‘mobile friendly’ means more than just getting the screen size right. 

So we were please to see Google released their own Top 10 Tips for Mobile Site Best Practices outlining important things you can do to turn your website into a fab mobile experience.

10-Tips-Mobile-Website

1. SPEED COUNTS

• Mobile users expect quick results, often they need to squeeze tasks in as they progress through the day. And they may be running on a slow mobile network. So to make things easy make sure your website loads fast and is easy to read.
• Put content and features that mobile users need first
• Use Google Analytics to see how mobile users are behaving
• Cut back on large text chunks and replace with bullet points, much like this post!
• Make sure you images are compressed as much as possible, so the load quicker on a phone

2. STRAIGHTFORWARD NAVIGATION

• This goes for all websites, on a phone or not, keep the navigation clear and precise
• Reduce the need for scrolling and keep it vertical not horizontal
• Avoid rollovers
• Help users move between sections with obvious home back and forward buttons
• Don’t have any more than seven links per page of navigation
• Consider a search box if you have a complicated website

3. THINK THUMBS

• Your digits are mainly used on mobile devices – especially your thumbs. So think big thumbs when designing navigation
• Use large buttons and give them plenty of space to reduce accidental clicks
• Pad smaller buttons to increase the clickable area
• Pad check boxes by making the text clickable

4. CLEAR VISIBILITY

• Make it easy for your visitors to read, they may have poor light, or be moving, like when travelling
• Create a clear and clean contrast between the text and the background
• Content should fit on the screen and ideally read without pinching or zooming
• Use plenty of space
• Use a clear difference for links text

5. ACCESSIBILITY

• Your mobile website should work on all mobile devices
• Flash does not work on all devices (iPad and iPhone for example) so don’t use it
• Use the new HTML5 code for new features
• Keep users in the same place when they change orientation

6. MAKE IT EASY TO CONVERT

• No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no mouse. Make it easy to buy something or contact you.
• Focus on information that will aid conversion (i.e. product details)
• Reduce the number of steps needed to complete a transaction
• Keep forms short and use the fewest number of fields possible
• Use check boxes, lists and scroll menus to make data entry easier
• Use click-to-call functionality for all phone numbers
7. MAKE IT LOCAL

• Consumers look for local information on their phones all the time – from locating the nearest pharmacy to finding a supermarket
• Include functionality that helps people find you
• Have your address or store locator on the landing page
• Include maps and directions. Use GPS to personalise when possible
• Allow users to check stock at nearby stores

8. MAKE IT SEAMLESS

• People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience.
• Allow users to save popular searches and shopping basket contents
• Maintain key features of the site across all channels as much as possible
• Display the same information for products/services

9. USE MOBILE SITE REDIRECTS

• A mobile site redirect is code that can automatically tell if visitors are using a mobile device and send them to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your site for their needs
• Give users a choice to go back to the desktop site, but make it easy to return to the mobile site
• Let users choose which version they prefer to see for later visits Include key information, such as
• your address or a store locator, on the redirect page

10. LISTEN, LEARN AND ITERATE

• Good mobile sites are user-centric, which means they’re built with input from your audience. Ask your desktop site users what they want in a mobile website and make testing and optimisation an ongoing process
• Use analytics to understand how people use your site
• If possible, especially for complex sites, do user testing before launch
• Implement and collect user feedback after launch
• Iterate often and continuously improve your site based on your research

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