In recent years the mobile platform has become a top priority for many development agencies. A recent survey conducted by major software development companies revealed that mobile devices dominate over 50% of the total internet traffic. This data clearly shows the importance of the mobile platform for the growth of any company. A company’s ranking might suffer massive dips if they do not give proper attention to this platform. Google has introduced a new number algorithm that prioritizes the optimization of all websites for mobile viewing. In this article, we will discuss various reasons that might result in a faulty User experience on mobile devices. However, before that, we must examine the importance of mobile-friendly websites.
The Importance of Mobile-Friendly Websites
The majority of marketing strategies will generate leads from mobile platforms as currently, the mobile platform generates the highest traffic on the internet. Since most consumer journeys begin on mobile devices, a poor customer experience will kill the chances before they can even begin. Google rewards all the websites optimized for mobile viewing. A recent study shows that once a user abandons a website, there are very low chances of them ever coming back. This means that a poor mobile experience could cost a company almost 50% of possible users. A consistent User experience is significant as the modern generation tends to move between multiple devices. Considering the amount of time and resources companies spend on lead generation, they cannot afford to lose this huge audience base on the mobile platform.
Reasons for the Faulty Performance of Websites on Mobile Devices
- Your Website isn’t Mobile Responsive
Responsive design is one of the methods that Google requires to improve website performance on mobile devices. This process also makes a lot of sense from the perspective of SEO. However, the developers will face a lot of challenges while taking the route of responsive design. The main challenge will be to optimize the performance of the website for multiple devices and browsers. One of the common mistakes is to design the website for a desktop platform and then scale it down for mobile devices. The developer must have a solid understanding of the functioning of responsive design to manage the design teams. This process would also help them choose a suitable theme on various platforms.
- The Website isn’t ready for Mobile-First Indexing
Recently, Google has changed its methods for indexing web pages to reflect that most searches now take place on mobile devices. Mobile-First indexing means that Google will primarily show the mobile version of a webpage. This process will show the desktop version only when there is no mobile version available. The mechanism will highly affect your business ideals if you run separate websites for desktop and mobile platforms. This process does not affect the indexing method for responsive design because responsive design creates a similar interface for both mobile and desktop websites. However, the developers must optimize their web pages if they run any form of a separate mobile version.
- Slow Speed of the Mobile Web Pages
A recent survey suggests that almost 80% of internet users want their website to load within 2 seconds. This data justifies that a slow loading time will kill a massive portion of the conversion rate. However, many business websites still fail to deliver a short loading time on mobile platforms. The research conducted by Google suggests that the average loading time on mobile devices is around 15 seconds. Since July 2018, the mobile loading time has become a ranking factor for website indexing. This means that a slow loading time may hamper your position in the mobile SERPs. Furthermore, this can also affect other factors such as pages visited, bounce rates, and time spent on a single page.
- Poor Execution of the Mobile Navigation UX
The menu is one of the essential parts of a web page. Creating the menu is an easy job for a small website as they can duplicate it from the desktop menu and place it on the mobile version. However, there are some serious difficulties in creating these menus on larger mobile websites. In some cases, menus have several pages and go up to the third tier of navigation level. The user will spend a considerable time scrolling these menus during navigation. It would be best if you amended the menus to keep the crucial pages for user retention. In this case, the designers must ensure that they do not miss out on any vital information.
- The Contents of the Web page isn’t Obvious
As we already discussed, scaling has always been a problem with responsive web pages. An improper scaling acts as the bridge between engaging audience and audience leaving the website. Minor details like logos, menus, sliders, and breadcrumbs can uplift the desktop version’s visual aesthetics. In case the developers scale down this content, the users have to scroll a lot before reaching the actual content. This scrolling hurts pages that have the same header as the users get confused about whether they have reached the next page or not.
- Irrelevant Use of Pop-ups
Most websites use pop-ups to promote the application for their brand. They also use specific overlays to promote their newsletters, user registration, and much more. In the case of displaying these overlays on mobile devices, they tend to have a negative impact on the users. The results could lead to user frustration and force the user to abandon the website. The best way to implement UX-Friendly pop-ups on mobile devices is to avoid them altogether. Certain companies believe that pop-ups are viable means to generate leads for their company. So, they must perform proper market research before implementing them.
- Lack of Proper Optimization of the CTAs for Mobile
Website layout optimization helps to improve the success rate of the website. However, this success will be short-lived if the CTAs fail to get results on mobile. The effectiveness of the call-to-action buttons plays a vital role in ensuring user engagement. The developers must optimize the content surrounding the call-to-action button. This will help to increase the effectiveness of these buttons. Some factors like the button’s visibility, their placement on the mobile devices play a significant role in determining their effectiveness. The developers shouldn’t assume the performance of mobile CTAs based on desktop counterparts.
- The Clickable Elements on the Website Haven’t Been Optimized for Touch
A lot of brands overlook interaction optimization while designing mobile platform websites. The developers must ensure that their websites are touch-friendly to ensure that the users can interact with the website. For instance, elements like media players, buttons, and major content must be available for touch gestures. This process helps to transform casual visitors into potential customers. The touch elements must be large to ensure that the users can interact with them. Trying to fit too many touch elements in a small space will force the people to interact with the wrong parts. The vital elements on the website must be visible while the touch elements pop up.
- The Mobile Forms Are Acting as Conversation Killers
Frustrating forms can annoy the users who are accessing the website on the desktop. However, for the mobile platform, these forms can help to improve sales exponentially. The developers must adequately implement the forms to utilize their full potential. For instance, they must use the correct HTML5 code while designing the forms. This process will allow the keyboard to pop-up for messages, numbers, and addresses. Moreover, the designers must stick to a single column layout and use the necessary padding for all the elements on these forms. This process will help to optimize these forms for the touch interaction on mobile devices.
- Unpolished Visual Aesthetics
Visual aesthetics are one of the most critical areas that help companies grab the attention of possible customers. Many experts have believed that a color is an important tool that can help companies control visitors’ emotions. For instance, a recent survey shows that a bright color purchase button can increase sales by up to 50 percent. Therefore, the designer must create the mobile website so that all the vital elements are visible on the compact screen. For this process, they should properly use certain colors, fonts, and other important images.
LT Browser: A Unique Platform to responsiveness of Websites on Mobile Devices
In this article, we discussed different things that can hamper the performance of mobile sites. Various tools can help the developers to check the proper functioning of the websites. However, due to these massive choices, the developers often get confused about the correct choice. LT browser is a tool to test the responsiveness of websites on multiple mobile devices. The massive benefits of this tool have compelled various companies all around the world to use it. Let us look at some of the prominent features of this tool:
- Users can test and debug their website on 50+ device viewports.
- LT Browser allows the developers to create custom devices according to the requirements of the project.
- One-Click Bug Logging allows the developers to detect all the issues in the application’s core framework.
- The cloud service allows the testers to test on the latest and vintage devices simultaneously.
- LT Browser also allows the developers to compare the visual aesthetics of a mobile application on multiple devices simultaneously.
The Final Verdict
We can conclude that it is imperative to consider the mobile platform as a vital business platform. This data is justified by the rapidly growing internet traffic from these devices. In this article, we discussed the various common errors that lead to improper web designs. These ideas will also help the developers to improve their existing webpages. The website should also be optimized to run on slower internet connections. Furthermore, the developers must provide support for older versions of various browsers. In this competitive market, they cannot afford to alienate any segment of this vast user base.
Lastly, we would recommend our readers to check out LT Browser. It is one of the best tools to check the functionality of mobile websites quickly.