3 tips for mobile optimisation

How to optimise for mobile

Mobile optimisation needing a little work? Here’s what you should prioritise:

1. Speed
2. Use of space on small screens
3. Intuitive experiences

We all know people love shopping on their phones. But now digital and in-store shopping experiences are blending.

According to a study by Airship and Sapio Research, around 80% of global shoppers visit retailer sites while in-store, and 74% use apps. For instance, to use loyalty cards and use vouchers, compare prices, or read reviews.

And checkout processes have become increasingly frictionless thanks to digital wallets like Apple Pay or Google Pay, which streamlines the purchase process for consumers.

So if your brand isn’t already catering to this mobile-first audience, now is the time to focus your attention on enhancing the mobile experience. Here’s how to approach mobile optimisation:

Speed is vital for user retention and engagement

Even small improvements in load speed significantly impact user retention and engagement. Users expect pages to load in three seconds or less.

Mobile users expect pages to load in three seconds or less. Fail, and you can expect higher bounce rates and lost conversions.

Your development team can optimise page speed by reducing file sizes, leveraging browser caching, and minimising server response times. Fast-loading mobile experiences keep users engaged and increase the likelihood of conversions.

You’ll likely also see benefits in your search rankings, and fast loading websites are more inclusive because they can be used more easily by people with weaker internet connectivity. Plus, fast loading sites use less carbon, so they are kinder to the planet too.

Design for mobile and maximise the space

You’ll use the space above-the-fold space on mobile screens wisely and effectively if you want to enhance user engagement. 

A/B Tasty reported that Clarins increased product clicks by 34% after reducing top-page space. Keep your key content accessible without requiring excessive scrolling for better user interaction.

Plus, designing for the thumb zone (the easy-to-reach area on a mobile screen) is essential. Placing important elements within this zone, like adding a sticky navigation bar at the bottom of the screen, is a great way to make use of this space. It will enhance usability, and it’s likely to improve engagement too.

Optimise call-to-actions, simplify forms, and reduce friction

We all know strong calls-to-action (CTAs) drive conversions, but do you know how significant this can be? One button on the Louboutin website got a 227% increase in clicks after it was made more visually prominent. 

Your CTAs should be well-placed, adequately sized, and clearly worded. Simplifying the purchase process, especially on mobile, will reduce friction and improve user experience. 

Streamline forms, including your checkout page, so you have fewer required fields, and keep things straightforward and intuitive. All of this contributes to making forms and checkouts easier to complete, reducing form or cart abandonment and boosting conversions. 

Can’t stop, won’t stop (and definitely don’t stop!) testing and refining

Mobile optimisation isn’t a one-and-done; it requires continuous effort, iteration and testing.

Eventually consumers will start browsing from the next big social commerce platform. Purchasing habits and preferences will change. Will your business adapt and experiment by trialling new technological solutions and integrations?

Stay curious and open to change, so you can test and refine over time. 

• Mobile devices blend digital and in-store shopping; younger generations prefer mobile purchases.
• Fast loading times (under 3 seconds) are crucial for retaining users and boosting conversions.
• Effective use of above-the-fold space improves engagement and interaction.
• Designing for the easy-to-reach thumb zone enhances usability and user comfort.
• Clear, well-placed CTAs significantly increase user engagement and conversions.
• Simplified, intuitive processes reduce friction and improve user satisfaction.
• Continuous adaptation, testing, and leveraging new technologies are essential for staying competitive.