Mobile User Experience (UX) Best Practices

Mobile traffic has been consistently rising and takes up around 50% of Google searches each month. That is a lot of traffic that you should optimize your website for! Nowadays, just having a website isn’t enough to grow your business. Your site also needs optimizations and improvements to make your users happy. You want your website to accurately represent your brand but also convince people to order or work with you. Your website may be the first representation that people see, and with our ever-changing technology, it is increasingly likely that it will be viewed on a mobile device.

Mobile-First Indexing’s Effects

Since Google rolled out mobile-first indexing, there has been a huge push to optimize your site and make sure it adjusts itself to the user’s screen. Google always wants the user to have a good experience whether it is on their platform or one of the sites that a user clicks into. There are basic mobile user experiences (UX) that a site should hit in order to make their website user-friendly on whatever device they are using.

Mobile Design UX

One of the most basic UX components for mobile is to have your logo link back to your homepage. Your homepage is the face of your website’s brand and people like to go back to the home base before diving into another section of content.
 
Another way to keep people engaged with different sections is to optimize your mobile menu order. You should have the homepage on top, then the category pages underneath so users can easily jump between different sections. By doing this, it also allows the user to see your full line of products and what else you offer! They might not know you offer yet another product that they need! A good way to optimize categories is by using heat mapping to see what people click on the most often. By using heat mapping you can use real user data in order to move around highly trafficked categories. You can also utilize this method for moving around valuable content, images and subcategory links.

Less Scrolling, More Engagement

Another UX aspect would be having site search visible throughout the whole user journey on the site. You want users to be able to search for what they are looking for if they can’t find it in the site navigation or are in a pinch for time! One way to improve a user’s search for products is to have filters. Having useful filters that the user can interact with gives them the power to drill down to the products that they want/need. It allows you to have all of your products grouped properly in the site, but also easily combable.
 
Your product filters should be compact to avoid the hassle of scrolling through a ton of options. Once the user has drilled down, having condense product listings is key to avoid further scrolling. Images are also good for visual appeal but make sure they are small icons. You should also condense extra whitespace on these listings, like decreasing the line height and putting each specification all on one line. Less scrolling between products makes for an easier way to find what you’re looking for! 

Mobile CTAs Built to Convert

While users are scrolling through your site, your call-to-action (CTA) buttons should be visible, but not overpowering. CTA buttons can become very overbearing on mobile since it is on such a little screen. Keep your CTA buttons simple and concise. Your CTA buttons should also be more general, like a “Contact Us” button, on category pages and then “Request a Quote” and “Buy” when you drill down deeper into the site.
 
This also goes along with the fact that pop-ups should not occupy the full screen! A lot of sites violate this best practice and ask for people’s information way too early in the user’s journey on the site. This is especially true in the B2B industry. The B2B industry is about relationships, not transactions, so this should be avoided. Google actually has announced that they don’t like pop-ups/interstitials on websites.  

Data Supported Mobile UX Design Optimizations

Overall, your site on mobile should make each move easy. You want your users to be happy using your website, rather than frustrated. By making these changes, it won’t increase your traffic as SEO does, but it should increase your goal conversion rate. People are more likely to buy off of your site if it is easy!!
 
In order to fully optimize your mobile experience, utilizing heat mapping and digging into Google Analytics will make a huge difference and support your changes with data. Heat mapping shows you what people click on most so you can push those valuable elements to the top. Scroll tracking and analyzing your top exit pages can also lend insights into where users are leaving and become disinterested so you can make changes to those pages.
 
Contact Ecreativeworks to optimize and improve your site’s mobile experience for your potential and existing customers.