Mobile Friendly Websites: Factors for a better navigation experience
Currently, over 54% of the time we spend online takes place from mobile devices. But what's the difference in this type of navigation? We need to understand that it is not the user who is changing, but the environment and the corresponding requirements. In the case of mobile browsing, we see an increased percentage of page abandonment when these pages don't meet the user's needs or when loading speed is low. To avoid such scenarios, we 've brought together the key factors you need to keep in mind, so that users of your website have a better mobile navigation experience.
Why are the user expectations so high?
When we navigate using mobile devices, we'e hasty and impatient. Why is this happening?
A) We are looking for quick satisfying results
The anxiety of checking our emails or connecting to social media turns into enthusiasm and impatience. Every new update gives us moments of temporary pleasure and emotionally bonds us to our mobile devices, which makes the negative navigation experience quite difficult to accept.
B) These are our personal devices
Mobile devices are not shared ones, such as a desktop at home, but they are our personal items, on which our communication with others depends. We carry them with us at all times, hence we have increased demands, as by now —good or bad— we use them constantly. This is way you should double your efforts to satisfy mobile users. There are three key factors to take into account, before you start making your website mobile-friendly.
The screen of a smartphone is smaller than that of a desktop. This results in less content being presented for space-saving reasons.
Tip: turn the menu into a sticky format so the user won't have to roll up and eventually lose the information they were wanted to check. Also, it is imperative that your website is easy to use. Add distinct call-to-actions directing the user to take a desired action. This will instantly increase your conversion rate, facilitating the mobile user's experience.
Difficulty in typing
Another factor to consider is the difficulty in completing a form. Typing on mobile devices is more demanding, first because of the screen size and second because of the small, unpractical keyboard. To make the mobile user's navigation experience easier, increase the size of the form elements and remove unwanted sections around call-to-actions, to make everything clear.
Limited duration navigation
When we use mobile devices to search the web, our navigation is diverted by various external factors (the average concentration of a mobile device user is 72 seconds, as compared to the desktop user, who features a concentration time of 150 seconds). This is a factor you must take into account when designing your website. Simplify how your products are presented and prioritize their information. We know that 90% of users visit an eshop to search for or view product details but make the purchase from the physical store. In this perspective, you should present all the information relating to a product or service in the most clear and comprehensible way.
mobile-friendly and win the "small screen" bet.
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