The customer experience includes a lot of factors, from how easy it is for shoppers to get answers to their questions, and browse and buy products and services, through to the after-sales customer care that helps to turn clients into raving, vocal fans.
One particularly important part of providing excellent customer service in this digital age is the quality of your business website. This space is not only where consumers often find out about your brand and its offerings, but where they can buy things, book consultations or quotes, provide testimonials, submit requests, sign up to your newsletter, and much more.
What many business owners do not take enough consideration of though, is that shoppers are even more likely to browse websites on their mobile devices than they are on desktop computers and laptops. In fact, according to recent reports, digital sales growth is now all stemming from mobile, while desktop has become simply a secondary “touch point” for most people in the United States.
Still, more than half of the small businesses around don’t cater to this demand with a mobile-optimized site. If you don’t want your organization to be like this 56 percent, and plan to make your business site mobile friendly today, read on for three key ways you can go about it.
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Make Your Layout Responsive
One of the most important things to do when considering your business website is to make sure that it uses a responsive technology framework that means all of the important information on your site displays properly across various devices. While once you may have had to pay a lot of money for this work, today there are lots of open source frameworks of this type on the market that you can utilize.
A responsive technology framework works on mobile devices because it is set out in a way that means elements are in a grid that can shift around according to the screen size being used. As a result, the various elements are spaced appropriately across all the different devices, so shoppers end up with a browsing experience that is very similar, no matter what type of gadget they’re using to access a website.
If you’re not sure if your current website is properly displaying your business details and graphics across the various types of devices and their particular screen sizes, you can make use of online tools to test it out. For example, you might want to take a look at Matt Kersley’s Responsive test, or the Responsive Design Test by StudioPress.
Keep the Site Simple
Another important aspect of having a mobile-friendly website is that it needs to be simple. For your content to be viewed properly and be easy and pleasant for shoppers to read on a small device such as a smartphone (and thereby end up being an effective tool for your business), the website has to be uncluttered and streamlined.
When online, people are impatient and often in a hurry, so they will only spend a few seconds at most on a landing page to see if they can find what they’re after. If your site looks like a big mess of graphics and text that is hard to read and scroll through, users will simply click away to the next site that might better suit their needs. Keep in mind too that readability is even more important on small screens, as no one is keen to squint, or have to zoom in, simply to read what is on a page.
To keep your mobile site simple, cut out all unnecessary details. Having lots of text, photographs, videos, site seals, and the like will make it hard for browsers to find the key messages or calls to action on a page, and will also make the site load more slowly — a mistake in of itself.
When going over your website, ensure that plenty of white space (that is, the areas with no copy or graphics) is left on each page, as this helps to combat potential visual and informational overwhelm.
Make Sure the Site Can Work With Thumb Clicks Only
Lastly, while it isn’t something that most people will immediately think of, it is a fact that when people spend time browsing and buying on their smartphones these days, they tend to navigate through websites with only their “phone hand,” rather than using both hands to hold their device. As a result, it is important for websites to be completely navigable with simple clicks.
People need to be able to use their thumb to click on links and the like, rather than having to “pinch” their fingers on the screen to zoom in to read details or select the options they want. Get some users to test out your site on their smartphone for you, and see if they have to zoom in at any stage. If so, you need to spend more time optimizing your website for small screen sizes.