MAKE IT WORK
It's hard to ignore mobile's influence on digital commerce and Web
business today, but it is still very much an emerging channel. And
designing for enriched user experiences on smartphones (and
even tablets) still presents a few challenges. Fortunately, over time
the savviest enterprises have learned a thing or two about making
1. Simplicity is the Golden Rule
When designing for the mobile Web, simplicity is
king. Over designed websites can have reduced usability
and functionality on mobile devices. To prevent
this, the mobile version of a desktop website
should feature the most important aspects, in the
most user-friendly way. One way to do this is to
omit heavy graphics and superfluous content,
which can make the site more difficult to browse
on a small screen.
Another way to live (or design) by the golden rule
is to use a single-column layout, as opposed to the
multi-column layout that is most commonly used for
desktop websites. The single-column layout is most
effective for mobile because it accommodates for the
smaller screen size. It also provides flexibility in resolution
and viewing modes on these devices. Fortunately,
a multi-column layout can easily be adapted
to a single-column layout for the mobile version. Additionally,
if a mobile website has a lot of information
that needs to be organized, collapsible navigation is
an excellent solution. Folding modules can also be
used, allowing content to be selectively viewed.
2. From Click to Tap, Usability is Key
In addition to simplicity, usability should be a top
priority when designing a mobile website. White
space and usability go hand in hand, so give users
enough room to tap or select links and to navigate
and interact with the site — all with their fingers. It’s
also important to make links large enough for the
users to tap.
It’s not enough to simply have large links, however.
It’s imperative to create an easy-to-navigate format.
Information needs to be categorized for optimal
navigation, with content sorted logically and with
clearly labeled categories. Users will abandon a website
if menus, buttons, graphics or other elements
aren't legible and functional.
3. Loading Time: The Quicker the Better
There are many other reasons why a mobile user may
abandon a website. Slow loading certainly tops the
list. Mobile website users want to be able to access
content quickly and easily, therefore quick loading
time is absolutely essential. One of the determining
factors of loading time is, of course, the simplicity of
the website’s design.
A mobile website with complex elements (e.g.
large images, videos, redirects, etc.) can significantly
increase loading time. It’s also important to remember
that the functionality of more complex mobile websites
is not supported by all mobile devices, which can
ultimately prevent certain objects from loading.
4. Keeping Your Objective in Mind: Focus Your Content
Keeping your primary objective in mind is very important
when categorizing the content of a mobile
website. It is important to know exactly what information
mobile website users will be looking for
when they access your website, such as location or
contact details. Understanding the reasons why
users will access a website through a mobile device
also helps to determine how the content should be
written, placed, etc.
Google Analytics can help with these efforts. It
can be used to pinpoint where traffic is coming from
and which sections of your website are most popular.
From Google Analytics, you can also determine
a number of other trends about users, which will
help you to create the most effective mobile version
of your website.
5. Creating a Solid Backend
Having a mobile website with a solid backend will
allow you to easily make modifications as you continue
to build. A stable and seamless backend will
also enable you to update and add content to the site
without running into errors and roadblocks.
To stay ahead of this emerging trend, it’s not only
essential to keep these five fundamentals in mind
when designing a mobile website, but to also continually
work to meet the demands of an increasingly
mobile audience. You can do the latter by utilizing
analytics and frequently testing what works and what
doesn’t for your customer base.
About the Author: Hernán Gonzalez is the Creative Director at Dutch Monaco.
QUICK HIT: Mobile Shoppers Spend More
A recent Monetate study reveals
that even though traditional desktop
traffic still makes up 81.6 percent
of the market share, these shoppers
actually have the lowest average
order value (AOV) at $91.76.
Conversely, tablet shoppers only
make up 8.37 percent of the
website traffic marketshare, yet
have a higher AOV of $96.84. Most
interestingly, smartphone shoppers
make up 10.03 percent of traffic and
have the highest AOV of $97.82.
Read more about Monetate's Ecommerce
Quarterly (EQ) for Q3 2012 and discover strategies to make
mobile work right away.