Google’s latest SEO update has forced many businesses to reconsider the way they approach mobile optimization. More and more individuals are using their smartphones to shop, compare, and consume content online—meaning you need to ensure you’re providing these users with a quality user experience, whether they’re accessing your site from their computer or mobile phone.
And that usually boils down to three buckets: speed, experience, and usability. Interested in learning more? Let’s look at these techniques to help improve your website performance for mobile users.
Increase Page Speed
There are plenty of ways you can increase your page speed for a snappier response. One of the first ways you can do this is by ensuring you’ve optimized your images for mobile use. Large image file sizes can ruin a website’s responsiveness, resulting in an increased rate of abandonment. In fact, 40% of online consumers will abandon a web page if it takes more than three seconds to load. The goal isn’t to punish prospective customers just because they’re trying to view your content through their smartphone.
(A tool we love to use at Stratus Interactive is Kraken).
Another way you can speed up your website by reducing the amount of HTTP requests. A majority of your site’s loading time is due to HTTP requests—and for each picture, script, and page element you implement, you’re delaying your page’s load time. Overall, the quickest pages are those that are simple. When imagery is necessary, use CSS, type glyphs, and inline SVG instead.
Simplify Page Content
Too often, a business will try to replicate the same site for mobile and desktop use. But that rarely works. You need to ask yourself why the user would be accessing your site from a mobile platform. Think about the constraints of your content and how to best guide your user through their desired path, rather than trying to rehash your desktop site through a 4-inch screen.
The goal for page content is to think like a mobile user. You need to figure out what your customers need from your site the most, and then guide them so they can achieve their goals. Mucking up your mobile site with unnecessary content, ads, or offers will turn users away. Simplify your user interactions and content, and the mobile visits will benefit greatly. It’s also worth noting that you don’t need to show every image and every piece of content from your main pages. Focus on the content that’s most important for the user, and always present those options first.
The 3-Click Rule: No vital piece of information should ever take more than three clicks to access.
Simplify the Navigation
If you’re looking to optimize your website performance for mobile users, it helps to provide said-users with an easy-to-navigate site. You want them to quickly (and intuitively) navigate your site for the information they’re searching for. Having a streamlined, logical site architecture helps your visitors browse more effectively, regardless of the size of their screen. But what does this mean for your navigation?
For starters, you should condense your menus. Off-page or expanding menus have become the norm for individuals browsing the Internet via their smartphones. In fact, this form of navigation is being implemented globally, so you won’t have to worry about whether or not your visitors understand that more menu items will drop down.
In the case that your website features a long scroll, you can make certain elements of the navigation or menu bar sticky—as long as they don’t hog too much screen real estate. You should also provide a search option if possible, allowing visitors to search for information that isn’t readily available through a condensed navigation.
Where Do You Go From Here?
It may seem like a lot of work at first, but optimizing your website performance for mobile users benefits your business just as much as it benefits your customers. Maybe you understand your business needs, but aren't equipped to handle these uplifts yourself? Contact us today to schedule a consultation, and discover how mobile optimization can improve your sales and customer satisfaction.
