Heads-up brands, mobile design is no longer an option when looking to build an online presence. According to smartinsights.com, the usage of tablets and smartphone has nearly doubled since the start of 2013. The biggest question to ask yourself is, “How does your brand represent itself on mobile?” Keep in mind that it’s extremely crucial for your mobile site to be well designed and user-friendly. When you’re contemplating mobile, here are some tips.
Less is More
The key is to limit your content. Remember that not all of the content from your website needs to be on your mobile site. Limiting the pages and content will help create a condensed and organized version of your site that lets viewers access all of the important information. Something to keep in mind: The more content you add the more time it will take to load the page.
Best in Class Example: Starbucks
Starbucks is a must see. The design is simple, the content is limited and the imagery is emphasized. And best of all, it successfully reflects their brand identity.
According to Nielson, “21% of website traffic to leading ecommerce websites now come from tablets and smartphones”.
Think Through Your Layout
The smartest thing you can do is to make sure the most important information is first. If you have done any kind of SEO or analytics, you may know which pages are searched for most and which pages customers stay on the longest. This information will give you valuable insight as to what information should be categorized from top to bottom.
Best in Class Example: Disney
Disney is a complex site with hundreds of pages, from their store to games to videos, this site is packed full of information. What Disney does best is consolidate its pages into organized categories within the dropdown navigation, making sure their viewer never feels overwhelmed.
Focus on User-Experience
A mobile site can be well designed, but still be frustrating to navigate. The last thing you want to do is make your customers upset or confused, so focusing on user-experience is vital. User-experience can range from a well thought out dropdown menu to designing large enough buttons for the user to click on. There’s nothing worse than clicking on a button that won’t link… or that you have to hit just right. These little things can really add up, so try to focus on those minor (but really important) details and imagine you are the one visiting the site. When you focus on functionality and usability, you’ll find a happy medium that keeps a strong design with the user in mind.
Best in Class Example: Nike
A retail store like Nike, who sells hundreds of products, must have a clean, user-friendly design to entice its customer to come back. What Nike does best is offer a balance between strong design and an easy to use functionality throughout the mobile site.
“40% of visitor’s will choose another result if it is not mobile friendly” – Nielson.
Consistency is Key
Have you ever checked out a brand’s social media and noticed their social site looks nothing like their website? Mobile goes hand-in-hand with the world of social media. An integrated brand keeps all its marketing channels consistent. Not only is it important to have your mobile site reflect your website, but it’s also critical to have this reflection shine across all social media channels.
Best in Class Example: Grey Goose
Take a look at Grey Goose’s mobile site as an example. With a clean and visually impactful design, Grey Goose does a great job of keeping a consistent brand image and brand message across all their digital media.