More than 50% of all internet traffic comes from mobile phones.
… and this number is getting higher and higher all the time. People are busy and they’re multi-tasking all the time. If your opt-in page or webinar video or sales page doesn’t look good on a mobile device then you’re losing half of your customers.
If you haven’t yet, you need to start designing everything for a mobile device first. Even before you think about what it looks like on a desktop. If it looks good on mobile, it will look at least reasonably good on desktop (but test anyway!). But not the other way around.
If even one small piece of your marketing funnel doesn’t look good on a mobile device, your prospect will abandon your page in search of an easier one to read.
That could be more than half of your traffic. Whoa!
The good news is that making all your digital assets mobile-friendly isn’t super-hard. Most website software available these days has what’s called “responsive design.” This is just techy-jargon that means your web page will change based on the size of the screen being used. If your website is relatively new it’s likely you already have a responsive theme. But if you’ve got an older site, or you’re using an older platform to build your pages, it’s very possible you’ll have some fixing to do.
There are three main things you want to be aware of when checking your mobile page designs.
Page layout refers to where the various “objects” — your logo, the header, navigation, images, headlines, copy, opt-in boxes, etc. — appear on your page. A good mobile-friendly design will automatically rearrange these objects from a horizontal-ish layout to a more vertical fashion. This is in order to support small screens and scrolling.
The navigation may even end up in a hamburger menu (the icon with three horizontal lines that displays a drop down menu) instead of being displayed directly on the screen.
When the page is displayed on a small screen, the images need to be resized to fit the smaller screen size.
On the other hand, the font size of the text may actually increase. Reading text on a phone can be harder even than looking at text on a standard laptop screen. So it’s not unusual to find that a page has larger text on a phone than on, say, a laptop.
The order of the “content” (text and images that make up the main message) needs to be adjusted for mobile display as well.
Why is this important?
Let’s say your web page has an image on the left and text on the right when displayed on a laptop. This is fairly common. But when you look at that layout on the phone, you want the text to display on top, and the image to display below.
Images are often relevant to the text, but may have little meaning on their own. The text is more important. On a phone, the screen space is limited so you want your most valuable stuff up top. The content right below it will be off the screen until the reader scrolls down.
So, to recap… test all your landing pages and web site pages on a phone. If they don’t follow the good mobile design principles explained above, make it a priority to get them fixed asap!
If you’re losing more than half your potential customers due to poorly-displaying mobile pages, what do you think will happen when you fix the problem?
Right! You will double your incoming sales leads!
Now that’s a clear return on your investment.
C’mon over to the Tame Your Tech facebook group and let us know your burning questions about mobile-first page design.