by: Finella Kristle Panlilio
Thursday, April 23, 2015 |
Last February, Google announced two important changes: 1) This month (April 21, to be exact), they will expand their use of mobile-friendliness as a ranking signal, and 2) they will surface relevant app content more prominently in search. These changes in Google's algorithms are in keeping with the fact that more and more people are using mobile devices to access the internet.
The mobile-optimized website has become a necessity, so if your website isn't mobile-friendly, expect a drop in your search engine rankings and eventually in your web traffic. If you aren't ready for the update, here are five quick tips to help you fix your mobile mistakes and prepare for the change:
1. Create a specific and well-placed CTA button.
The conversion percentage of mobile users who find your business online is nearly three times higher than the same search done on a desktop or laptop. According to SurveyMonkey Audience’s study on mobile behavior, 70% of mobile searches lead to action within an hour. But for this to happen, users need a clear and easy-to-spot call to action button.
Change the color of your CTA button to an attention-grabbing hue or add subtle animation. Then tweak your button copy to better communicate your value proposition. Create text that would motivate people to take action - and be specific. Adding just one word after “submit” can boost conversion rates by as much as 320%. Lastly, positioning your signup form at the top of your landing page, with engaging content, delivers maximum views to your form without requiring page visitors to scroll all the way down. Also, make sure your CTA button and all other buttons are large enough to be easily tapped from a mobile device.
2. Embrace social autofill.
It’s a struggle to remember the number of logins and passwords required to function in 2015. With social autofill, there’s an unparalleled potential to improve the consumer experience. According to janrain’s Industry Research on the Value of Social Login, 64% of users who frequently leave sites due to forgotten login information say social login is an option companies should offer. Reduce your customers’ time and give them the option to take advantage of social autofill features. As Formstack data shows, this increases conversion rates by up to 189%.
3. Reduce the content on your mobile site.
On mobile, less is more. According to one study, 57% of users would not recommend a business with a poorly designed mobile site. Don’t be tempted to include too much content on a mobile site - it will only result in a clunky design that is difficult to navigate and frustrating to use. Note that the mobile screens are smaller, so it’s harder to scroll and impossible on many devices to scroll horizontally.
4. Make your Web forms mobile-friendly, too.
As you refine your website for a better user experience, don’t forget about on-site resources such as conversion-capture assets (e.g. forms). Forms are a critical part of your online real estate, so make sure they are as mobile-friendly as the rest of your site. Take note of the form length when optimizing for mobile - the average survey now contains 22 fields, according to Formstack’s 2015 Form Conversion Report. Unfortunately, 22 fields will be daunting to a consumer completing your form on a mobile device.
If you have a field-heavy form on your site that just can’t be shortened, try building a smart form that automatically shows or hides questions based on how users respond. You can also consider using a horizontal layout for checkboxes and buttons to create an illusion of a shorter form.
5. Be ready for all mobile devices.
There are different kinds of mobile devices. According to Gartner, Ultramobiles like tablets and hybrids are projected to take over as the main driver of growth in the devices market beyond 2014, with a growth rate of 54%. Make sure your mobile site looks as good on tablets of all sizes as it does on smartphone screens.