Rosie Kenyon | Marketing Account Director
They’ve done a great job mainly because it’s easy for us to use. When we are exploring websites via our mobile phones, the last thing we want to do is move around and zoom in and out in order to see what we want to see. Ergo, the site must be responsive lest we get wildly frustrated and promptly leave the site.
Clear, easy to spot, calls to action- that use Matilda type powers to get your finger clicking – lead you exactly where they (clever web designers, not some evil force. Probably.) want you.
Using this nice little example from Nike; the landing page shown above (landed upon searching ‘Nike buy trainers’) gives clear ‘shop now’ or ‘explore the collection’ signposts which are front and centre.
This leaves us with two options – both of which offer simple questions to answer; do we want to shop or browse? Shopping or browsing, Nike will be happy that we are taking the time to look at their products. Topped with attractive product images, it is likely that a visitor will dive deeper into the site.
We don’t want to click on a menu (research from Google Multi Screen Resources) and lose our arm in the list that appears. Visitors to a mobile site want easy navigation. This means clicking on a menu, easily finding the spot you want and carrying on along your merry way. If a visitor clicks on a menu and gets lost in words they don’t care for, the bewildered individual has cause to give up and leave.
Whilst the menu that drops down from a local favourite, Camp and Furnace (campandfurnace.co.uk), (shown below) is arguably a little on the long side, it covers all the necessary signposts that people may need – no more, no less. Essentially here, ease of navigation is key.
It is crucial that a website never gives a visitor cause to get fed up. In this fast paced world, people are not going to take time persevering with a site when they can easily click out and click on another search result.
Keep inter-website search visible at all times. This means, however lost a person feels, they can remain in the site to try and find what they are looking for.
A clear search symbol and entry point can prove very useful to anyone looking for a particular product. This helps get a potential customer closer to the buying stage, quicker.
Here’s a good example from another Liverpool favourite (utilitydesign.co.uk):
If your site has form filling inputs, make sure these are as easy to use as possible.
For example, if a visitor is selecting a date – provide a calendar, if they are entering a number – provide a numerical keypad… and so on and so forth. If getting this information is an important aim then it must be as nice and convenient as possible for a person to give it to you. Or else it is, once again, far too easy for them to give up and leave.
A FEW ADDITIONAL POINTERS TO MAKE SURE NO-ONE GIVES UP AND LEAVES:
•Ensure that a site’s search results are relevant to the visitor’s entry and they can filter them into different categories eg. show lowest price first
•Allow people to purchase as a guest user rather than have to fill out any lengthy membership forms prior to purchase; this could alienate a user and about-to-be buyer.
Finally, a mobile site must be clear, convenient and use attractive images. But ultimately, convenience is key.