It’s no secret that mobile usage is steadily increasing, and creating a mobile optimized website is no longer a “nice to have”. Consumers increasingly rely on the mobile web to research and make purchases, which makes it more important than ever for companies to have an effective mobile presence.
Ensuring that your mobile website follows basic principles is key for user experience, mobile SEO, and driving conversions.
Google recently conducted a study that was held through 119 hour-long in-person usability sessions with participants in Chicago and San Francisco to help define mobile web design tips for businesses who want to redesign their website for the mobile world.
Participants were asked to perform key tasks on their own Android and iOS mobile phones.
For each site, the users were asked to complete a conversion-focused task like making a purchase, booking a reservation, or researching plans/prices. The participants voiced their thoughts aloud as they conducted their tasks and at the end rated their experience with each site.
25 Mobile Web Design Tips
The 25 tips and principles for mobile website design that are outlined below, came from the feedback and ratings of that study.
Homepage and Site Navigation for Mobile Design
- Keep Calls-To-Action Front And Center
- Keep Menus Short And Sweet
- Make It Easy To Get Back To The Homepage
- Don’t Let Promotions Steal The Show
Site Search for Mobile Design
- Make Site Search Visible
- Ensure Site Search Results Are Relevant
- Implement Filters To Improve Site Search Usability
- Guide Users To Better Site Search Results
Commerce and Conversions for Mobile Design
- Let Users Explore Before They Commit
- Let Users Purchase As A Guest
- Use Existing Information To Maximize Convenience
- Use Click-To-Call Buttons For Complex Tasks
- Make It Easy To Finish Converting On Another Device
Form Entry for Mobile Design
- Streamline Information Entry
- Choose The Simplest Input Method For Each Task
- Provide A Visual Calendar When Selecting Dates
- Minimize Form Errors With Labeling And Real-Time Validation
- Design Efficient Forms
Usability Form Factor for Mobile Design
- Optimize Your Entire Site For Mobile
- Don’t Make Users Pinch-To-Zoom
- Make Product Images Expandable
- Tell Users Which Screen Orientation Works Best
- Keep Your User In A Single Browser Window
- Avoid “Full Site” Labeling
- Be Clear Why You Need A User’s Location
If you’d like to learn more about the study feel free to download the whitepaper here.