Most businesses put a lot of time, effort, and money into making sure their website looks great, is easy to navigate, and includes all the essential information any visitor would ever need to connect with the products, information, or services they want.
But, unfortunately, a majority of web users today aren’t using laptops or desktop computers to access the internet: They are using their mobile devices. And the kind of big, clunky websites that are designed to be viewed on a PC or laptop usually can’t be viewed and/or navigated very easily on a smart phone or tablet.
Your Customers May Already Be Clicking Off
So, if your website isn’t mobile-optimized, you could be turning away more customers than you are attracting. Mobile customers are very impatient and are less likely to stick with a website if it takes more than three seconds to load.
And if your shopping cart isn’t optimized for mobile devices, about three out of 10 customers will abandon your website in mid-purchase. Can you afford to let that many paying customers walk out your door?
Yet, mobile customers are generally more attractive than desktop web surfers because they tend to be more impulsive in their buying and spend more money per purchase than customers do on websites aimed at desktop users.
Try this experiment to see how mobile-friendly your website is: Pull out your smart phone or tablet right now and go to your web page. Does it load in less than three seconds? Is your eye instantly drawn to the primary selling points or message? Is your content easy to read and the site itself simple to navigate?
If you answered “no” to any of these questions, you may need to optimize your mobile site and capture the customers and sales you have been losing.
Mobile devices like smart phones and tablets are less powerful and use a different kind of operating system than PCs and laptops. To make your website load faster and offer more versatility, you may need to make sure your website includes these technical attributes:
• It uses a preferred markup language, such as WAP/WML rather than HTML.
• It can be navigated using a touch screen keyboard.
• Screen dimensions and rotation support are enabled.
• Browser capabilities include scaling, Flash, and AJAX support.
• It uses the appropriate network data speed: 3G, 4G, or 5G.
• It is optimized for mobile operating systems, such as Apple iOS, Android, or Windows Phone Mobile.
One thing that all mobile devices have in common is that their screens are smaller than those of laptops or PCs, especially on smart phones, the most widely used type of mobile device among mobile-based web users. This means you have a much smaller canvas on which to work your magic.
Rather than multiple photos, images, or videos, limit your mobile site to one single one that will grab the site visitor’s attention from the moment they click on your page.
Similarly, keep your text content to the bare minimum. If you include too much text, most readers won’t be able to read it anyway.
Stay away from small buttons that are difficult to click on using mobile devices. If you must include buttons, make sure they are very large.
Be aware that the latest model tablets and even some smart phones have very high-end graphics pages, so the colors and images you include on your mobile-optimized web page are going to look different than they do on a laptop or PC. Avoid garish colors or blurry images.