Why Designing for Mobile is Essential

By Patrice Meadows — Tuesday, December 26th, 2017 at 11:00am

Banner cover image for Cascade CMS blog discussing the benefits of mobile-first design

Establishing a digital presence has never been easier. Many tools make creating simple sites relatively painless, and most include responsive features that automatically reorganize your site’s appearance to fit the screen-size of visitors’ devices.

While this approach may have worked when mobile was only beginning to drive traffic online, it’s simply not enough now that mobile traffic represents half of all Internet traffic across the globe. As more users access sites from mobile phones and tablets, companies must ensure that they’re ready with sites designed specifically for mobile.

To give organizations a nudge, Google announced plans to move towards mobile-first indexing in late 2016, citing growth in Mobile Search to justify the move. Google drives 96% of mobile search traffic so those that opt not to revise their sites stand to lose their position in search engine results page rankings.

Still not convinced?

Here are a few statistics to help bring you around:

  • 80% of Internet users own a smartphone (Global Web Index)
  • Users spend an average of 69% of media time on smartphones (Comscore)
  • 57% of users won’t recommend businesses with poorly-designed mobile sites (Formstack)
  • 61% of users are not likely to return to mobile sites they’ve had trouble accessing  (McKinsey & Company)
  • By 2019, mobile advertising is expected to represent 72% of all US digital ad spending (eMarketer)

Getting started with Mobile design:

If you’re just beginning to create separate sites for mobile or redesigning your main site with a mobile-first strategy, here some best-practices to consider.

  • Less is more: Not only do too many elements slow down your site, they also make for cluttered, tiny screens. Strip down your mobile site so that only the most important content is included.
  • Ensure quality navigation: Make sure that whatever content you choose to include is well-organized so mobile visitors can find what they need quickly and easily.
  • Make clickable-elements consistent: Help visitors determine which parts of your site link to others by making interactive elements large enough to tap on small screens. Similarly, use interactive triggers, like buttons and hyperlinks, consistently to avoid frustration.
  • Use mobile features to your advantage: Drive more conversions and engagement by making it easy for mobile users to take the next step with your brand by linking CTAs to key phone and tablet features. Want visitors to contact your sales team? Link the ‘contact us’ button to the user’s phone.

How does your team market on mobile? Share your success stories below or tweet us @hannon_hill.

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