The mobile web, new and different in so many ways, shares one constant with its older cousin, the desktop website: Increasing revenue is crucial to success, and engagement is the key to driving revenue. The sources of user engagement might seem mysterious at times, but clearly our choices in website design and deployment can make all the difference. From tried-and-true rules to the latest do’s and don’ts, here are eight winning tactics that publishers can count on to boost revenue and engagement.
Keep it Clean: Readability and easy are even more crucial in the smaller mobile format than on the desktop. A clean, simple user interface makes browsing your site more enjoyable for users, especially when it features images and videos rather than dense rows of text. (Just keep in mind that video and images will slow down your site.)
Pump up the Volume: Make calls-to-action bigger, bolder and easy to find with bright buttons instead of subtle inline links, so visitors “don’t need to zoom to focus in on the CTA button.” And keep them reasonable for mobile users—a request for a Facebook like, for instance, works better than offering a lengthy paper to download.
Be Adaptable: Responsive web design creates web pages that adapt to fit a desktop screen, tablet, or smartphone, and automatically download in the right format for each screen size, resolution, and device. This not only ensures that users will get the layout they need, but also eliminates the need to build and manage two separate web sites.
Testing, Testing: Make sure to test your mobile site on actual devices to be sure it’s rendering correctly across a full range of devices.
No Forms, Please: If anything is almost guaranteed to push readers away, it’s a form. Always annoying, filling out forms is particularly awkward on a mobile device. Keep forms brief, with no more than five or six fields.
Go Social: Encourage users to share their experiences on their favorite social media sites. Marketo suggests push notices (“Super excited about your new [last item purchased]? Let your friends know on Facebook and get 10% off your next purchase!”) to help turn loyal users into engaged “brand advocates.”
Text Me: When you add click-to-text to a mobile website, users can click on a button or link to open a text addressed to your business. This increases conversions, because most mobile viewers would rather text than call.
Speed It Up: The need for speedy page loads is well known, but so crucial to engagement that it bears repeating. Readers reject slow downloads, and won’t wait around for your content to appear, no matter how appealing it might be. Accelerated mobile pages (AMP) go a long way toward resolving that issue.
Visitors who spend more time on your website are more likely to heed a call to action—so going the extra mile to encourage engagement is well worth the effort. And recent data from Flurry Analytics reports that U.S. consumers continue to spend more and more time on their mobile devices–now averaging five hours a day. Isn’t that reason enough to develop strategies for success on the mobile web?