Mobile UX is the ease with which potential customers are able to engage with your website; however, there is no exact standard for the ideal mobile UX. It is a moving target. Having said that, a solid mobile experience is important because the entire world has adopted the smartphone as the most common access point for the web. Meaning, if you want success on mobile, your website has to be easy to engage with.
Luckily, there are a couple ways to improve your mobile UX and avoid penalties. The first is by following best practices laid out by Google in the past few years. Their guidelines for websites and how well you follow them are the deciding factors in your ability to rank on mobile searches. In fact, Stephen and Jeffrey anticipate another event like mobilegeddon, where websites following Google’s best practices will receive huge boosts in their mobile rankings and websites not doing so will see massive drops.
The second way to develop a positive mobile experience is to design your web pages in a way that you would find engaging. Examine each page and ask yourself whether you would be interested in staying on the website if you didn’t work for the company.
Ask yourself, “ Is the content helpful? Does each page load quickly?”
Site speed and relevant, informative, easy-to-read content are critical if you want to future-proof your website against future mobilegeddons.
Biggest Mobile UX Mistakes
How users perceive your website can have tremendous effects on your ability to rank and bring in business. If pages take longer than five seconds to load, are filled with irrelevant ads, or are difficult to navigate, users are likely to search for their answers on a different website.
Despite incidents like mobilegeddon, many websites are sadly missing the mark on their mobile UX. Here are a few of the biggest mistakes companies make when designing their websites:
- Slow Website Speed. According to Google, speed is the most important factor in a successful design, and it can make or break a mobile website experience. On average, website speed is currently 17 to 18 seconds on mobile. Ideally, however, it will only take a few seconds to completely load a page. And with Google’s recent reveal of the page speed test and optimizations to their lighthouse testing tool, page speed is likely to become the web’s next mobilegeddon moment.
- Not Designed with Mobile in Mind. With so many people are the world now using their phones to search for content, it’s no wonder that Google is pushing websites to have a mobile-first design. Unfortunately, too many companies don’t do this. If you want to make your company stand out from the crowd and future-proof it from ranking penalties, you need to make sure every aspect of your website is consumable and usable via mobile from the get-go. If you don’t, you leave yourself open to drops in rankings.
- Poor Formatting. Although mobile-friendly formatting has been addressed for the most part, it is still a critical part of mobile UX. To execute it well, be sure to think about mobile UX first and foremost as part of your website design process. This means creating buttons that are easy to click, using fonts that are legible, and constructing pages that fit within the space of a phone screen.
Although the ideal mobile UX is still being defined, you don’t want to rely on Google’s best practices as your only method of creating a mobile-friendly website. If you want to see success on mobile now and in the future, make sure you design everything with relevance and useability in mind.
- Mobile UX allows companies to build websites that scale
- Design your website with mobile UX in mind to future-proof against ranking penalties
- UX is a part of relevancy, and Google only ranks relevant websites
RUSSELL AND STEPHEN’S TAKEAWAYS
- Site speed is likely to be the biggest focus of Google’s next mobilegeddon
- There is no single given standard for a successful mobile UX
- If pages take longer than five seconds to load, are filled with irrelevant ads, or are difficult to navigate, users are likely to search for their answers on a different website
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