How to Improve Performance on Your Mobile Website

Tuesday - September 3rd, 2013

Written by: Tristan Pelligrino

How to Improve Performance on Your Mobile Website

Did you know that you have less than 3 seconds to catch a user’s attention on a mobile website before they drift away? Though you may be utilizing responsive design and other elements that improve your mobile site, is your performance as good as it could be? With the ever-shortening attention span of mobile users – or any web user, really – it’s more important than ever to implement strategies that boost performance.

But it can be overwhelming to determine exactly what your mobile site should feature and what it shouldn’t. In other words, there’s a plethora of technological features that your site can take advantage of, but shouldn’t necessarily embody. Remember, when it comes to mobile, simplicity is key! Don’t let minimalist mobile design fool you: determining what and what not to feature on it isn’t an easy task.

Keep Core Content Across All Channels

While you can certainly create content that is exclusive for your mobile site or apps, you want to keep your core content the same. Why? So that the user experience is equal no matter what platform is used to visit your business online. This way, if there’s a user that browses both your sites, then they can see the same great content on two very different platforms. Here are a few considerations for both mobile and desktop sites:

  • Think “above the fold.” Similar to the theory that newspaper headlines should read “above the fold,” try keeping the bulk of your content – or the content you want to push, at least – above the fold of your site.
  • Think bold. CTAs and other elements of your site that drive traffic should have prominent placement on both.
  • Think streamlined. Many times, content on mobile sites will be shortened, with the option to “read” more or “expand” the selection. This allows you to streamline your content and keep visitors scrolling through your site at considerable pace.

Keep Branding Considerations in Mind

If you’re investing in a brand new mobile website, it’s crucial that visitors recognize who you are immediately. Just like your desktop site, mobile users should easily recognize you by things such as your logo, color palette, fonts, and other visual aspects. In other words, while your mobile site can be more than just a responsive site, it should resemble your browser-based website.

Make It Easy for Users to Contact You

One of the subtle places where mobile sites fall short is the ease with which users can contact you. However, giving mobile users the ability to get in touch with your business is one of the most crucial elements of any site in any industry. Whether users want to ask a question about your services, have a comment, or some other issue, the contact page is one of the most important elements of getting a lead for your business. Are you making it easy for your mobile users to get in touch with you?

If you’re not already on mobile…

Now, we understand that not every brand has already invested in a unique mobile web design – or a responsive site, at the very least – so you might think that these tips don’t apply to you. But they do. Consider the facts:

  • 89 percent of people who own smartphones use them on a daily basis
  • The number of smartphone owners in the US is greater than the population of Egypt
  • 80 percent of smartphone owners use their phone for shopping, or to research a product at the very least

Have you invested in a mobile site? And if so, is it optimized for your consumers?

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