During our team meeting last week, Heels Down Media’s designer, Andrea Walker, made a seemingly bold statement; “I don’t design for desktop anymore.” While this may seem daring, the facts are that if businesses want to stay current with their customer base, they must be thinking mobile first.
More Google searches take place on mobile devices than on computers and according to Ofcom’s 2015 Communications Data Report, desktops are now accounting for just 14% of internet use. This change means that businesses need to put the user’s experience on mobile at the forefront of their marketing strategy.
Websites must respond faster and all designs must be simple enough to be viewed in their entirety on a smartphone or tablet. 74% of consumers will only wait five seconds for a web page to load on their mobile device before abandoning the site, according to a study from Gomez. Social Media Hat states that if a website does not load properly for mobile, over half the users will never return to the website again.
With statistics like that, it’s clear that a mobile strategy to reach and maintain customers should become a priority. Andrea took the time to walk us through the importance of designing for mobile and creating a seamless user experience:
KNOW YOUR MARKET
It’s important that design is created for the user’s experience on mobile and that usage data is collected. Some businesses will have most of their visitors accessing their site on the phone- specific service industries like restaurants and beauty where people are searching for local businesses.
Demographics also play a role. An older baby boom generation may be using desktop more, or tablets than a phone, but the younger crowd may only have a phone to access the Internet.
PAY ATTENTION TO READABILITY
[Smart]phones have created an environment where scrolling is the norm, but when designing for phone we need to be conscious of text and image size, for readability.
Mobile demands decisive targeting with calls to action, easy access to contact details and location, streamlined purchasing and social sharing.
KEEP IT SIMPLE BUT INTERESTING
Offering too much content or hard to read content will drive visitors off your site and to your competitor.
For mobile it’s best to keep things simple, but add bits of style to keep things interesting. A design too simple or with too much text can make a user bored.
Heels Down Media creates interactive content delivered through our networks of app, web and social avenues. If you’d like to expand your brand’s reach, contact us today at hello(at)heelsdownmedia.com!