One of the biggest frustrations of using a mobile website is its tendency to miss out on the features that are offered on the desktop version.
A lot of people have been used to browsing the web on PCs and laptops that they almost ‘expect’ the same user experience when they browse on their tablets and smartphones.
It’s not an easy task, but for business marketers, it’s imperative that the site visitors would be able to smoothly navigate through the pages and click on buttons without any problems, because that’s where the fate of the lead generation campaign lies.
It’s not just about putting up a mobile version – it’s also about bringing in the same functionality and accessibility. These are the 4 elements you need to consider as proposed by an article from SocialMediaB2B.com:
The best way to capture information from potential customers is through landing page forms. Forms are easier to see and easier to submit contact information on desktops and laptops. Forms on mobile need simplicity. Remember, smaller screens condense the user experience. Drop down boxes are preferred for easy tap, touch and go. The more one-step procedures you can implement for a user the better. In addition, forms require a submission process. Make sure your site’s submission button is operational on mobile devices.
Optimize your images. It’s so crucial. A lot of this is taken care of prior to uploading. Images and video that aren’t properly saved for the web will turn visitors away. Long load times are inexcusable for B2B sites hoping to reel in potential customers. Web designers can balance image quality with file size, but you can’t take that for granted. Make sure you maintain quality with quick load times. Test how your images and videos load on variable services and various mobile devices.
Make sure to review your navigation and ease of usability for your B2B site on mobile. One way to make sure the content appears in an easy-to-navigate and visually appealing way is to build the site with responsive web design (RWD). The elements of the website adjust themselves automatically to suit the screen size of the device. RWD is important for more than just a friendly user experience. Some companies maintain two separate websites, one for desktop and another for mobile. With responsive web design that isn’t necessary because you can maintain just one website. While RWD may cost more than traditional website design, in the long run it will save you money because you won’t have to maintain duplicate sets of updates. Having just one site for your business also has a positive impact on SEO for the same reason.
4. Search Queries
Sometimes your audience may want to dig further into your site. With mobile, some users are more apt to head straight to the search bar. But beyond a functioning searching option, it’s imperative to optimize your mobile site properly in Google’s playpen. Google penalizes sites when a desktop page either redirects smartphone user to an irrelevant page or opens smartphone only errors.
Whether you’re just beginning to implement a mobile site or trying to improve your existing one, make sure you consider these elements. When in doubt, it’s best to test and retest as much as possible.