Designing for Mobile First Leads to Better Conversions

Andrew JohnsonInbound MarketingLeave a Comment

Designing for Mobile First

It’s simple math. 60% and growing users use a mobile device to do things on the internet. If your website isn’t designed for mobile first then you are missing out on a opportunity to convert that visitor into a lead or customer.

Everything you do should work on mobile

Every bit of content you put on your website should be helping you accomplish your business goals for your website, whatever they may be. If you want people to be able to contact you, it should be easy and quick for them to click a button on your site and have your number automatically dialed on their phone. If you want to capture a prospects email address so you can follow up with them later, then you need to make sure your lead capture form works on mobile.

What does it mean to design for mobile first?

  • Image Scaling

    Images should scale correctly on a mobile device. It’s most idea to have a caching plugin installed that will deliver a smaller image to a mobile device and a larger image to a desktop.

  • Font Sizes

    Font sizes should adjust based on screen size. The size of the font should make it easy to read on a mobile device without having to squint and see the words or scroll too much because the font size is too large.

  • Forms

    Form elements should fit on the screen and be easy to fill out. I can’t tell you how many times I’ve had to do some weird scrolling just to fill out a form. If a form is setup the right way, it should be easy and fast to fill out. This will dramatically increase conversions if it’s done right.

  • Video

    Videos should stream correctly. The video player that you embed should be able to send a different quality video depending on screen size.

  • Columns

    Something that was 3 columns on a desktop web browser should move into 1 column on mobile with proper spacing between elements

  • Information Flow

    The flow of information should still make sense as you switch from a mobile browser to a computer browser

  • Element Replacement

    Some elements should disappear entirely on mobile and be replaces with a completely different way of displaying the information; an example of this would be a table of information with several columns of data

  • Hover Dependency

    Elements on a website should not rely on a “hover” effect to display information; there is no hovering on mobile

What does it mean to get conversions?

A website marketing strategy should always include a way to convert an anonymous visitor into a┬ánamed prospect┬áin some way. A “conversion” can mean something different for each business, so let’s outline some basic types of conversions:

  • Download a PDF file and provide you with their contact info
  • Watch a video
  • Fill out your contact form
  • Make a call from your contact page
  • Place and order
  • Share your content
  • Comment on your post
  • Ask a question
  • Subscribe to your blog
  • Sign up for your membership site
  • Schedule a meeting
  • Start a free trial
  • Enter a contest you have going
  • Register for an event you are putting on

Some of the conversions above involve becoming a customer, while others just mean they have given you their contact information in exchange for something you gave them. In the second scenario, they are just a prospect that you now have the opportunity to turn into a customer if you approach them in the right way and have something of value they are willing to pay for.

Does your website have call to actions on it?

If you have a website, go look at it and let me know if there is a call to action on each of your important pages. Does the visitor know what to do next? If not, you need to tell them.

5 Things Your Website Should Do

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