I know, some of you may only just have got your main website up and running in a way you’re happy with but if you want to be successful in the mobile world you need to take a fresh look at things and not just replicate what you’ve already done.
It’s easy to get carried away with offers, content, and information on your main website; after all, you have plenty of real estate to work with. But if you simply take all of that information and replicate it on a much smaller screen you’ll find out that there just isn’t the space.
Mobile sites are not the same as websites. So ensure your website has a responsive design. Your audience will also be looking at your content on much smaller screens, using smaller keyboards and having a completely different browsing experience from a desktop computer screen.
Don’t forget mobile users don’t search in the same way as those on a desktop device. They key in more questions or ask questions via the voice search function. So they’re less likely to be interested in your “about us” page or “meet the team” page. They’ll be looking for a quick response to enable them to take an action.
And remember you don’t have to show mobile visitors ALL of your content.
Mobile is a reasonably new environment for many, one that demands a new design and a new approach to keep customers and win new ones. And to do that you need to prioritise your mobile strategy and make it a key element of your overall marketing plan. That way you will you be able to prove its worth—via customer retention, measureable revenue, and an attractive return on investment.
Smartphones, tablets, and a slew of other mobile technologies are taking the world by storm. As a result, more online content is being served up to much smaller screens.
There are a variety of considerations to build into your content planning in order to optimize for this portable world and depending on your market sector and your audience’s viewing behaviour it may pay to take a Mobile First approach.
So here are a number of hints and tips
1. Think small
In the mobile world less is more
As you begin building your mobile marketing strategy, start with what you’ve got and then begin to remove items or content from your website that you think might be superfluous to a mobile browser. Bear in mind that in the mobile environment, mobile visitors are probably not interested in knowing all about your team, your environmental policy or your company history.
Web Analytics can help. You’re likely already storing a lot of analytics data about how your consumers interact on your site. Use that information to determine what your customers need from you, what can (and should) be translated to your mobile environment—and what you can get rid of.
2. Design for on the go
Use large fonts for key messaging (Apple recommends a 17 to 22 point font) and create an interface that scales to fit different device specs (responsive design). Similarly, use fluid layouts with fluid images so that your content can self-adjust for various screen sizes.
Since less fits on these screens, try to create shorter content “bursts” and keep your copy tight. Avoid splicing it into multiple pages because scrolling is quicker than waiting for multiple pages to load. Also consider using alternate formats such as video and audio to conserve space.
But it’s not just space that you need to consider: load times and screen rendering are just as important.
Try to limit your file size to 20k to accommodate slower connection speeds. Use image files wisely to avoid impacting accessibility and download times. Also avoid using Flash if your content will be consumed on an Apple product.
Encourage sharing, Mobile users are avid sharers, make it easy for them
3. Repurpose existing content
You’ve likely got a great deal of content around. Think creatively about how you can re-purpose this for a mobile audience and consider new ways to create content that you may not have tried before, like video.
4. Remember there’s no mouse
Design for finger surfing navigation, including pinching and zooming. Make any tappable UI elements such as buttons at least 44x44pts, or larger when the touch target is placed close to the edge of the screen.
Once you’ve cleared out the clutter, it’s time to focus on making the best of the remaining content.
5. Act like a visitor
Get out that smartphone of yours, type in your brand’s URL, and take note of the load times and overall layout. Are any large graphics or Flash pieces killing the mobile experience? What is hard or easy to find? Hold on to what works, get rid of what seems clunky or cumbersome in a mobile browser, and if there’s must-keep content that will need new presentation, make note of that, too.
6. Track and optimise
You’ve renovated and redecorated, but you’ll only know if you got it right by testing your new look. A must for e-commerce sites, multivariate and A/B testing are just as important for mobile commerce sites.
Because mobile is still new, best-practices for mobile conversion are thin on the ground. So it’s difficult to predict what will work and what won’t. So you need to experiment and test. Small elements, such as headline placement, colour of buttons, or tone/copy tweaks can have a significant impact on sales—but you won’t get it just right until you test.
Developing your mobile site isn’t a do it once and forget about it project. Mobile requires the same continual care and feeding that traditional websites do.
7. Test your site on the main devices
The first step is to get your hands on the Big 3 mobile devices—iPhone, Android, and Windows (and maybe BlackBerry)—and view your site on each. Next, spend some time visiting mobile sites within your industry or of competitors, and download various types of apps on each device to understand what works—and what doesn’t. What items do you like and dislike? What features and design components seem to be the most user-friendly… or unnecessary?
Whether you’re simply looking for general inspiration or cross-industry best-practices, check out successful mobile sites, such as those of Google, Amazon, or eBay.
And finally test the friendliness of your site using Google’s test tool.
The online world is changing fast, don’t get left behind.
At Rame Marketing we provide a number of content marketing services including:
If you’d like some more information on how we can improve your content marketing activities, get in touch. call 01803 413481 or email [email protected].