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7 Mobile Website Mistakes

by: Finella Kristle Panlilio

Friday, July 31, 2015 |

Mobile Website Flaws to Avoid

Ever since Google’s public statement of its intent to make mobile-friendly websites stand out in search results, companies have been making sure that they’re providing quality and consistent user experiences across multiple devices - especially on mobile.

For favorable mobile conversion rates, ClickZ listed mobile website flaws you need to fix, or avoid as best you can.

1. No mobile adjustments, at all
Making no adjustments at all for mobile - whether it's responsive web design, adaptive design, or a mobile version - is a great way to reject a large portion of your audience. It's 2015. Unless mobile constitutes less than 5% of your traffic, don't treat your website like smartphones haven't been around for a while now.

2. Unadjusted texts and hotspots
On mobile, there's a read-to-tap asymmetry: many of the things that are large enough to read are not large enough to tap. To solve this problem, you have to make your hotspots for interaction larger. Bear in mind that the thumb operating on a four-inch screen isn't nearly as precise as a mouse interacting with a 19-inch screen, so you need to give your users larger targets.

3. Death by promos
While it's often recommended to utilize every space on the desktop, it's not advisable to fill every inch of a mobile screen with promos. On a mobile screen, one inch will spell the difference between an engaged visitor and a visitor who will bounce. Show users first how they can navigate through your mobile site.

4. Unclear icons
The three stacked lines typically found at the upper left-hand corner of the site called the “hamburger menu” indicate that you can use that area to show the primary navigation options. Some sites add "MENU" next to that, just to be explicit, since this is an emerging standard and people are just getting used to it.

5. Missing call to action
Don't make the mistake of resorting to 1997-era splash, no call-to-action pages - just because it's making a comeback doesn't mean it's okay for mobile. Focus on creating pages with clear navigation elements and calls to action.

6. Jumping the gun
A site that immediately asks you to add the home screen to your phone without even letting you navigate is the mobile counterpart of a desktop ad that pops up before you've had the chance to view the page for two seconds. Let your users navigate, provide value, and then when you've provided a good user experience, make offers like the "Add to Home Screen" bubble. These should never be used at the beginning.

7. Unfocused visuals
Even today, a lot of sites still get visuals wrong. Visuals should be used to reinforce navigation options, and you can't use too many of them in a screen that's too small without overwhelming the user. Be deliberate and tactful when using images for mobile.

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