Blog 53

mobile ux

Mobile use has been rapidly growing over the recent years and has now surpassed desktop. Both mobile and tablet browsing take up 51.3% share of web traffic in the US. This is a clear indication that any businesses with a website must make sure that it’s optimised for mobile devices and provides appropriate user experience to drive conversion.

We still see many websites with UX issues that need updating and reworking to meet the requirements of the modern user. We’ve put together a list of the most common elements that business owners need to pay attention to.

Unresponsive design

It’s 2016 (nearly 2017) and there are still lots of websites that were only designed for desktop. Users often have to move the page across the mobile or tablet screen or zoom in to see the content, and aren’t able to interact with the website as intended on their device. There are methods in web design and development to create a visually pleasing and easy to use website that would work on any device, adapting to its size.

As mobile use grows, it’s becoming more important to address the smaller screens and make sure users can easily access the content from your page. In fact, Google is beginning to pay more attention to website mobile-readiness when ranking sites, so it’s important from an SEO perspective as well.

Pop ups

Even when businesses have mobile friendly websites, there still might be some elements that aren’t always working. For example, some have screen-wide pop up windows (adverts, sign ups, offers) when the user lands on the page that may get in the way of browsing and accessing content..

People’s mobile habits are different so by showing them a pop up that is often quite hard to close to get to the content can cost you valuable customers. If you’re a retailer and your pop up has an offer on, don’t throw it out there too soon. Show customers what you have to offer first, let them shop around, and then, very sneakily and subtly, put the offer out there so customers can use it when they’re ready. It can be a smaller banner or highlighted copy. Same goes for any content based websites. We understand that you earn your money with adverts but try placing them somewhere where they wouldn’t get in the way of reading your core offering - your content.

Clunky forms

We all hate filling out forms, and the longer they are, the more often we’ll try to avoid them. Sometimes it’s inevitable, so to help users get through this process quicker, forms could also be optimised for mobile. For example, fields that require numbers should switch the keyboard automatically to the keypad with numbers. It takes an extra step to do so manually on a mobile device and offering this option straight away this makes it a lot easier. If you already have certain customer information, such as date of birth or name, try populating it in the form so they don’t have to do it all over again. And if you can use any social media channels as a way of signing up or using instead of the form, it is also worth offering.

mobile keyboards

Both MAC and DKNY forms don't change for number input

Inappropriate sizes

Lots of websites are often designed with desktop screens in mind with an assumption that users will use a mouse and a keyboard to navigate through them. We often come across nice responsive websites, yet they still don’t take into account that people’s screen sizes vary and they mostly use their fingers to tap on the pages. Therefore, any buttons, forms and even font sizes you use on the desktop need to adapt to any other screen size accordingly. Finger sizes vary or some might use their thumbs to tap on the screen so everything needs to be made easy for those events.

small menu

British Red Cross and House of Fraser mobile websites have elements that are too small to easily navigate or tap without zooming in

Every business should aim to provide the best UX possible and this means making it easier and quicker for users to get from point A to B on any device. By offering a slick experience, you’re increasing the chance of conversion and securing a returning customer. Even small elements matter, especially if you can be ahead of your competitors and stand out with a brilliant mobile experience. Don’t leave mobile UX as an afterthought and optimise your website to be adaptable to different screen sizes.

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