Can you ensure users get the same experience of your site on a mobile device as they do on a desktop? Chris Sykes, chief executive at Volume, offers advice on going mobile
Multidevice optimisation comes in various forms, but it is understood that it is not just a passing trend, and as such, it has become increasingly imperative for companies to adopt a robust mobile strategy.
While creating adaptive experiences is certainly a smarter way forward, it doesn’t mean this approach is challenge free. Research shows a large proportion of brands are still struggling to make this device-agnostic vision a reality.
A great user experience begins with extensive research into both the user journey and the constraints of the intended platform in order to find the solution.
Many of these common mistakes to avoid will no doubt appear glaring. But with the UK leading the world in mobile internet use and ‘omnichannel’ users demanding engagement on their terms, the devil truly is in the detail.
1. Don’t hide content
Many marketers make the mistake of assuming the user wants a simplified experience, but it’s crucial to remember that mobile users want to do everything that desktop users can. There are a number of things to consider when optimising a site for mobile use, but hiding content doesn’t solve the problem of the screen-size restraints; it merely creates a new one. When designing for new devices, seek to create an enhanced experience, not just a functional one.
On a mobile site, gated content is much more disruptive to the user experience as the touchscreen makes inputting information arduous. If a form is necessary, ensure it doesn’t disrupt the flow. Demanding credentials upon arrival will turn away users; give them a chance to experience your offering without an immediate commitment.
Users should be delivered the perfect image size for their chosen device. Select one of the many image optimisation services available that can both host the image and ensure the correct specification is delivered. This means bandwidth costs stay down, the website loads quickly and, most importantly, the user experience remains positive.
A large number of video formats are unplayable on mobile devices. Get around this by using HTML5 standard tags and avoid content in formats such as Flash that are not supported by all mobile devices.
2. Make sure your links work
Many sites have dedicated smartphone-optimised pages, but a common error is to redirect a user trying to access a URL on the desktop site to an irrelevant URL on the mobile site. Another common problem is redirect loops, when users attempt to visit the desktop version of the site and are redirected right back to the mobile version. Whatever the preference of the user, the response needs to meet that request without question.
3. Keep the user front-of-mind
The most common cause of slow loading times is an overload of resources. Effective optimisation requires a thorough understanding of all the resources utilised by a page. There may also be redundant JavaScript files that can be consolidated to improve speed.
The problem with pop-ups is the manner in which they’re employed. When a pop-up is used in context, for example if log-in details are required to pay for an item, then this isn’t seen as obstructive. It fills a necessary role along the journey. However, when it’s used for something not as immediate, that’s where the user interface control has been used out of the context it was designed for. Knowing the audience and their browsing habits on their choice of device is a pursuit that should be a constant for marketers – it offers some of the greatest opportunities for optimisation.
4. Test, test and test your site
The number of connected-devices is increasing rapidly, and this makes testing even more crucial. The ideal situation is to test on a suite of actual devices. However, if this isn’t possible then consider looking at the device services available to ensure optimum compatibility.
5. Don’t fall for myths
Remember, users can browse on a plethora of other technology. With new technology such as leap motion and voice sensors quickly developing, we’ll soon see even more that interact with the web. Design needs to be flexible and adaptable.
With recent updates to its algorithm, Google is now penalising bad mobile experiences. However, this new level of stringency is a blessing for well-constructed mobile sites. When Google’s bots crawl the web, they imitate the movements of a real user. If the user experience is poor the rankings go down. In the past, some dark arts SEO magic may have been required,
but this is no longer the case. Develop a strong mobile experience and you’ll be rewarded justly.
Evolving your website into a responsive, device-agnostic digital presence is a task that requires robust planning and a significant investment of time and resource. With mobile adoption increasing rapidly with each passing year, the above challenges are no reason to hesitate. Yes, the requirement for a measured, well-planned approach can be daunting, but the opportunity to reach people at any place, at any time and through any medium is incredibly exciting.
Chris Sykes also contributed to our Multidevice Optimisation Best Practice Guide, available from: b2bmarketing.net/multidevice-best-practice
