You may remember us talking at length about the recent change to Google’s search algorithms, directing ranking preference to mobile friendly, responsive design. This change, which occurred on the 21st of April, forced website designers to change their current methods to be more in line with these newly set requirements. Whilst it has been well received since the update, there has been a lot of recent commotion in the way that businesses have gone about this.
A recent study into the mindset of the mobile internet user, found a lot of disappointment aimed at commercial website design. Users had lamented that “lazy” web design was severely impacting the way that they saw the perception and reputation of businesses. Aspects of the page that impacted this feeling were badly placed images, sites that were too hard to navigate around, and a generally unattractive interface.
In figures, this translates to 57% of mobile users saying that they refuse to recommend a mobile site that wasn’t presentable. The next figure is perhaps the harshest, however, where 48% said that their overall perception of any business with a poor mobile design, was that they “don’t care” enough about the consumer. These figures were even higher for those considering an eCommerce web design, showing that people will not tolerate unpresentable websites.
These complaints stem from a failure to understand perhaps the most integral aspect of the internet – the user’s experience. A while ago, we wrote about UX design and why it’s important to consider when designing your own website. How can we import UX design principles into our mobile design, however? When we visit mobile pages, we tend to look:
- To be engaged and inspired from the website itself
- For responsiveness to our movements and touch
- For informative, short content
- For detailed and attention grabbing images
- For a site that is adaptive to our movements around the website
The last point is perhaps what many businesses across the world are looking past when making their mobile websites. One way to think about making your site more adaptive, is to change the dictation of your page’s function from “site-to-user” to “user-to-site”. Whilst this may seem like an odd approach, allowing the user to dictate the way in which they use your website, is actually the best advertisement of your brand that you could possibly have.
So how do you make your site adaptive for the user?
- Think about the context in which people will use your mobile site. They will want your address, opening hours, and telephone numbers in an easy to find spot.
- Streamline your images so that your mobile website loads in a flash. A long loading delay will see your potential customers simply swipe back to the search results.
- Minimise the need for your users to constantly zoom in or out to be able to click on certain objects. Make them finger size, and make them easy to locate.
The key thing to remember is that mobile designs do not equate to simplifying or minimising the content on your pages, a problem which commonly occurs. Any functions that increase the usability of your page, such as drop down boxes or filters, should be kept in place. This will make your site easier to use, and enhance the user experience as a whole.
At IT Consulting Company, we can create attractive website layouts, which will keep your audience engaged, and showcase all of the important particulars of your business. Call us today on 1300 770 119 to speak to one of our digital media strategists about creating webspace which will project your brand perfectly and in a presentable manner.
And tell us below, what particular problems do you face with mobile websites?
With the increase in smartphone and tablet internet usage, has come a necessity for web design to adapt and evolve with the mobile platform. Creating an interface and subsequent imagery that responds with different resolutions and dimensions, whilst remaining as effective as possible in resonating with your target audience, isn’t an easy task. The current tools provided to web designers can also prove to be insufficient in achieving this.
When CSS3 was introduced in 2008, allowing for further manipulation of media placement and appearance, responsive web design quickly surpassed conventional and more traditional design methods as the preferred option. Soon after this, responsive web design became the standard, rather than the alternative, with the freedom to have your site react to every touch, scroll or click becoming priceless.
Responsive web design follows a charter of very simple principles, each of which determine the success of the website:
- Fluidity – The seamless transition and placement of media with dimensional changes or page scrolling
- Flow – Content appears to float into position, rather than the static appearance which we are used to
- Relative Dimensions – The concept of using dimensional percentage over fixed pixel numbers
- Smart Objects – Imagery responds to enlargement and shrinking in a relative way, ensuring that pixelation is not lost or compromised
These principles, as they were being developed, challenged the status quo of a website being a fixed, physical presence, and allowed for greater interaction with a site’s interface, therefore engaging users quicker and easier than previously. For businesses, this potential for your site to resonate with potential clients or customers is invaluable, and can mean the difference between a consumer taking action or going back to the search results page.
Your responsive website can also display your company’s work more efficiently and detailed than ever before. An Australian energy company recently used responsive web design to full effect, to explain in depth the way their pricing structure works, as well as changes that would be made through the dismantling of the Carbon Tax. Responsive web design, in recent years, has proven instrumental in ensuring complete interaction and explanation of services and products.
At ITCC, our design team possesses the perfectly honed skills and knowledge needed, to ensure that your responsive website acts and reacts as required, providing full interaction and connection with your audience. Your website is the gateway to the face of your business, and the vast benefits of streamlined responsive design can help to ensure that this face is one of convenience and interest.
Call us today on 1300 770 119, and see in real time the enormous power that responsive web design can provide your business’ image.
So tell us, what are your thoughts on responsive web design?
Since the creation of both the smartphone and the tablet, the way that we use the internet has considerably changed in a very short space of time. The Australian Communications and Media Authority has noted that, of the approximately 14 million people using the internet on a daily basis, over half of those people do so solely on their mobile phones. Due to this, it is now more important than ever that your website design is perfectly optimised for mobile devices.
Optimising your design for mobiles or tablets is essentially making sure that the overall look of your site is easily viewable on these devices. Prior to the smartphone, when mobile optimisation wasn’t critical, you would have to constantly scroll around the site, zooming in and out repeatedly, just to see the content displayed. This was a painstakingly slow process, and more often than not, viewers would simply tune out from the site’s message.
Mobile optimisation consists of three critical components:
- User Friendly Interface – Ensuring that your site on mobile devices is easy to use and all information is readily accessible
- Tailored for Mobile Use – Any phone numbers or emails listed on your page will trigger action from mobile apps. In this case, making a phone call and opening up your mail client respectively
- Predominant Brand Name – Giving a clear indication as to what your company is, and a brief insight into what products or services it provides
Your mobile website must be a smaller, more clear and concise version of your main website, providing only the essential information. Research has shown that, despite your services or information being superior to your competitors or peers, 40% of mobile users will go back and search again if your site is not mobile friendly. This is a huge chunk of potential customers or clients that have been lost, purely due to functionality.
Mobile optimised websites are also best used in conjunction with existing media to assist in spreading your message further. When watching the television, 40% of viewers will use their mobile phone to research what they are seeing, with one in three of those 40% using social media to discuss it further. These vast numbers create a great opportunity to streamline your existing media and your mobile optimised website, ensuring your brand is circulated effortlessly.
The most telling stat of all, however, is that 70% of mobile searches – that lead to a website offering a product or service – lead to direct consumer action. This number alone is phenomenal, and speaks of the unlimited potential that a mobile optimised site can yield for your brand. A perfectly optimised mobile site can harness this amazing opportunity, turning simple mobile Google searches into increased sales or readership.
ITCC, through our vast experience and track record in only the highest quality mobile optimisation, is best placed to help your business present itself accordingly in the digital arena. Through consultation with our mobile optimisation experts, we can determine and put forward strategies for your brand to reach the pinnacle that mobile optimisation has to offer. Contact us today on 1300 770 119 and explore the opportunities of the new digital age.
Like the article? Got any questions regarding optimising your site for mobile use? Leave us a comment below!