10 mobile best website practices

Not only do 72 percent of smartphone owners report that they want mobile-friendly sites, 67 percent are more likely to buy on mobile-optimized sites versus ones not optimized and 74 percent will return later to a mobile site that functions well, according to a new Google Inc. study “What Users Want Most From Mobile Sites Today.”

The study surveyed 1,088 US adult smartphone Internet users in July 2012 and found that nearly 61 percent of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site.

“Users attitudes about your business can be shaped by mobile site experiences,” said Google.  “They expect their mobile experience to be just as good as their desktop experience. Without a mobile-friendly site, you’ll be driving users to your competition.”

Google’s GOMO outlines 10 Mobile Best Practices a website can use to make a pleasant mobile experience for consumers:

1. Keep it quick. Prioritize the content and features that mobile users need most, such as phone number and address. Use desktop site analytics to see what mobile users are doing on your site.
2. Simplify navigation. Minimize scrolling and keep it vertical only. Use seven links or fewer per page of navigation. Help users navigate between levels with clear back and home buttons.
3. Be thumb-friendly. People use their fingers to operate mobile devices-especially their thumbs. Use large, centered buttons and give them breathing room to reduce accidental clicks.
4. Design for visibility. A mobile-friendly site gets its message across without causing eyestrain. Make it easier for your customers to read. Create contrast between background and text. Make sure content fits onscreen and can be read without pinching and zooming.
5. Make it accessible. Your mobile site should work across all mobile devices and handset orientations. Find alternatives to flash-it does not work on some devices.
6. Make it easy to convert. No matter your site’s objective, your customers need to do it with a virtual keyboard and no mouse. Focus on information that will aid conversation. Use click-to-call functionality for all phone numbers.
7. Make it local. Consumers look for local information on their phones all the time, from locating the nearest gas station to finding a place to eat. Include functionality that helps people find and get to you. Have your address on the landing page and include maps and directions.
8. Make it seamless. People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience.
9. Use mobile site redirects. A mobile site direct is code that can automatically tell if visitors are using a mobile device and sends them to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your site for their needs.
10. Listen, learn and iterate. Good mobile sites are user-centric, which means they’re built with input from your audience. Use analytics to understand how people use your site and make testing and optimization an ongoing process.

“The fastest path to mobile customers is through a mobile-friendly site,” concludes Google. “If your site offers a great mobile experience, users are more likely to make a purchase.”