Mobile User Experience

There are many ways to improve the speed, navigation and structure of your mobile website.

Below we discuss the main ways to improve user experience.

Reduce the amount of steps taken by the user

Having a fast experience is critical for your mobile users.

Adding more steps to your mobile experience makes it more likely that your user will make an error or become confused.

What’s your main website goals and what are you trying to achieve?

E-commerce sales, sign-ups, phones calls, or visits to your business address?

It’s best to start with a goal and think of how you can cut the number of steps a user must take to reach it.

Below are some ideas to improve your mobile user experience:

  • Make it easier to see click-to-call buttons
  • Link to google maps for directions
  • Feature one-click functionality to streamline mobile sales or registration

Anticipate Needs

Anticipating what your customer wants means you can cater for their needs fast.

Analysing the mobile reports in Google Analytics will provide mobile search data which can be used to shape your campaign.

Which actions are your customers doing on your mobile website?

When you find this out consider adding the following to improve your mobile performance:

  • Add calls to action (CTA) for the primary activities in a prominent spot on your homepage, with secondary actions hidden behind menus.
  • Use built-in GPS capabilities of smartphones - 61% percent of smartphone users are more likely to buy from mobile websites which customise information to their location.

Load Time Optimisation

Even a strong mobile user experience / user interface will not be as effective if the page load time is slow.

“40% of shoppers will wait no more than three seconds before abandoning a retail website.” See this recent study about mobile user experience

Optimise your entire website for mobile

Use a responsive layout which changes based on the size and capabilities of the device being used.

In the study above, customers with a with a mix of desktop and mobile optimised pages found it even harder to use than desktop only websites.

Don’t use pinch to zoom

Website users are used to navigating and scrolling websites vertically, not horizontally.

Avoiding large, fixed-width elements can improve the user experience on mobile.

It’s advised to use CSS media queries to apply different stylings for different screen sizes.

Expand product images

It’s recommended to always make product images expandable, so it’s easy to see in detail.

Customers buying online will expect websites to allow them view high resolution close ups of products.

Recent studies have shown website visitors were frustrated when they weren’t able to see what they were buying on the website.

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