When it comes to creating a mobile site, established websites normally create mobile versions of their sites intended for desktops. Listing their mobile pages in a mobile .xml sitemap and marking-up pages using a mobile standard such as WML goes some way to ensuring pages are presented correctly to mobile users. New mobile websites, however, are also using the new standard CSS3 to tailor pages to specific browsers and devices.
Developing an efficient and user-friendly mobile website, however, is not simply a matter for the technical team. Users who can't find the checkout symbol or are unable to see sections of the website they want are sure to leave, and with a negative impression too.
Ensuring your site is mobile-friendly is essential for increasing conversion rates. Mobile search users are normally on-the-go, they will therefore spend less time on the site and may not wait as long for a page to load. It's therefore essential that you support a good mobile experience with fast page load times.
Remember when it comes to mobile site optimisation, one solution does not fill all. The size of buttons and text needs to be adjusted, to avoid users spending unnecessary time zooming in and out. Vertical scrolling is also preferred for mobile sites, as opposed to both vertical and horizontal scrolling for desktop versions.
Special features such as click-to-call are key for mobile sites. Mobile users are clearly much more likely to make a call than desktop users, so why not make it easier for them? Even if your business doesn't convert over a telephone, offering this option allows users to gain more information or enquire about products or services, and more importantly, makes the user-experience much more enjoyable.
In terms of actually enticing users to convert, large, clear calls to action are even more important for mobile sites. This should be visible above the fold, so that users do not have to scroll to the bottom of the page to see it. Clear calls to action promote impulse buying, especially in the case of mobile and also make clear to users what they should do next.
Analytics can play an important role in keeping track of your mobile site's performance and let's you understand how users are engaging with your site on various mobile platforms. In terms of conversion rate optimisation, high bounce rates may highlight problems with certain pages or how users interact with them.
Finally, it's essential that mobile sites are tested at regular intervals to ensure they are being presented correctly on mobile devices.
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