6 Mobile Mistakes Made By Inbound Marketers Everywhere
I have a love-hate relationship with my phone. Sometimes, it’s a lifesaver. Example: On Black Friday, I was out for a walk and noticed an email come through advertising a flash sale on something I could use for my upcoming wedding. Afraid it would be out of stock by the time I got back to a computer, the item was in my shopping cart, purchased, and confirmed with just a few quick taps.
But for every positive experience I have with my iPhone, there’s always a negative encounter right around the corner. Just this morning I was trying to read an article, but I couldn’t even make it halfway through due to the continuous pop-ups. Every time I tried to scroll, a big box would take over the screen, and it was impossible to click on the tiny “X” so I could continue reading. After a couple of failed attempts, I decided that discovering what the best arm workouts are for brides wasn’t really that important.
Is Mobile Really King?
Having a user-friendly mobile site is more crucial than ever before. In fact, according to data released by StarCounter, more users accessed the web in October 2016 from a mobile device (like a smartphone or a tablet) than from a computer—for the first time in history.
Now think about this: According to Moz, there is a 270% gap in conversion rate between desktop and mobile. 270%! Which begs the question, what are inbound marketers missing the mark on when it comes to mobile?
If you want to prevent potential customers from swearing your name as they try to take action on your mobile site, make sure you’re not making any of these killer mistakes.
6 Mobile Mistakes Made By Inbound Marketers Everywhere
1. Your landing page sequence is all wrong.
When you view a landing page from a mobile device, the page should load in the proper sequence. Yet all too often, you’ll see a landing page where the form loads first with the copy beneath it, which isn’t very helpful. You don’t want your users finding themselves on a page asking for their information before they even know what it’s for.
This tends to happen when the form is positioned on the left side of the page when viewed on a desktop. To prevent the form from loading first, you’ll want to make sure you’re floating your “<div>” tags so that when the page is loaded on a mobile device, that <div> tag floats below your text rather than above it. (If this sounds like another language to you, you’ll definitely want to talk to your developer! He or she will know exactly what this means.)
2. You’re using pop-up banners.
According to Entrepreneur, pop-up banners (also called “interstitials”) are one of the biggest conversion-rate killers you can have on a mobile site. Mashable has gone so far as to predict that they are one of 2017’s dying digital trends, as Google may now penalize you if they’re found on your site (check out #6 in this article for more information on that).
Not only can they be incredibly difficult to close (as I found out in my earlier anecdote), but they completely disrupt the thought process. Luckily I was only trying to read a health article, but if I had been trying to buy something, that would have been a quickly lost sale. As Entrepreneur states, “The mobile shopping experience should be as fast as possible. Any additional click or distraction lowers the conversion rate and dramatically increases the drop-off rate.”
The simple solution? Avoid using pop-up banners that interfere with website interaction. That means staying away from pop-ups that take over the entire screen without providing a clear way to exit. Instead, make sure the pop-up can be easily closed out and that it appears at an appropriate time. Visitors don’t want to see a pop-up as soon as they enter your site, before they’ve even had a chance to take any action or look around.
(You’ll notice that when you’re viewing our blog from a mobile device, the prompt to subscribe is placed at the very top of the screen and stays there as you scroll so as not to obstruct your reading.)
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3. Your fonts are too tiny.
If the words on your pages or form fields are too tiny to read, I’m willing to bet visitors won’t last long on your site.
Hootsuite recommends that fonts be at least 14px across your site and 12px on forms. And while 14px may seem a little big, it’s much better to have the text legible from the get-go than it is for visitors to have to zoom in and out in order to read the content on your site.
Want to see if your website text is legible on a mobile device? Enter your URL into this nifty tool to find out.
4. Users can’t zoom.
The day Instagram released their “pinch to zoom” was a joyous one for people everywhere. Well, at least for me. I frequently zoom in on mobile sites, whether it’s to look at pictures on social media, to get an up-close look at an item I’m interested in purchasing, or to enlarge something for easier viewing. If your fonts and images aren’t the recommended size, chances are, at some point, visitors will want to zoom in on them (and will be frustrated to find that they can’t).
Some developers will add a line of code to a web page to purposefully prevent zooming. This isn’t a problem if everything that the viewer wants to see on your site is large enough. You can see that the fonts on our website meet the recommended standards, which is why zooming isn’t necessary on any of our web pages.
However, if you have copy anywhere on your site that is less than 14px, the inability to zoom may be a deterrent for viewers. So make sure your developers are not using this code on any web pages that people may want to zoom in on, and you’ll likely notice visitors sticking around longer.
5. Your forms aren’t mobile-friendly.
Do you know what made my Black Friday mobile shopping experience a breeze? Being able to quickly fill in each form field without any issues. But I’ve also had mobile experiences that make filling out a form something close to a nightmare. The cursor sporadically jumps to the next field, the form submits itself before it’s been filled out entirely, fields that shouldn’t be mandatory are, and the list goes on. In fact, a survey from Mapp Digital found that one of the main mobile conversion challenges is visitors finding it too hard to type information on a mobile device.
Make sure your website forms are optimized for the mobile experience. For starters, your form fields should be arranged vertically rather than horizontally. It’s easier and much quicker for website viewers to fill in their information when they can see everything within the width of their device.
Also, keep your form fields to a minimum, and only mark fields mandatory when it’s absolutely necessary (for standard things like name, email address, etc.) If you force people to fill out a field that may not apply to them, you’ll end up with users either entering false information or simply aborting the process altogether.
6. Your site takes too long to load.
With the human attention span less than eight seconds (yep, that’s officially shorter than that of a goldfish), speed is critical. According to Kissmetrics, 47% of consumers expect a web page to load in two seconds or less. If your site takes just one second too long to load, it could mean the difference between a sale and a loss.
While there are numerous reasons why your site may be loading slowly, SEO Journal states that one of the first places you should look is with your host. If that isn’t the issue, check out this list of other possible causes, which includes unoptimized images, widget/plug-in overload, incompatible browsers, apps, bulky code, and more. Ultimately, this is a job for your web developer. Challenge him or her to constantly improve your site’s speed—encourage discovering ways to create a better, faster user experience for your website visitors.
Mobile Is Here To Stay
If one thing is clear about mobile, it’s this: It isn’t going anywhere. So if you want to convert more visitors into customers and keep them coming back to your mobile site, make sure you’re not guilty of any of these no-nos. (And if you are, don’t sweat it—luckily, these are all easy fixes!)
What mobile mistakes bug you the most? I’d love to hear about your mobile experiences (good or bad!), so leave a comment below or get in touch @nectafy.