Since the rise of mobile technology, people are becoming more impatient. ‘I want it now’ is no longer reserved for the Veruca Salt’s of the world; people haven’t got the time for clumsy, sluggish mobile sites and apps. It therefore comes as no surprise that 29% of smartphone users will immediately switch to another site or app if they can’t find information or it’s too slow.
Here are three easy steps you can take to speed up a mobile user’s experience on your site…
1. Reduce load times
70% of the smartphone users who switched, say that it was due to slow load times. But what quantifies ‘slow’? Well, pretty much anything that’s longer than 3 seconds.
So how can you tell if your load times are lacking? Google’s free PageSpeed Insights tool allows you to measure the speed of your site by giving a specific breakdown of each area, and tips on how to improve. It doesn’t get much easier than that!
2. Reduce friction
Friction is described as every micro-moment that shows a user down, i.e. any unnecessary steps a user faces, such as poor navigation, a form, lengthy checkout process, etc. The less steps involved in a task, the less friction.
Before you start to cut out steps, consider your goals first. What are you trying to achieve? Greater engagement? More calls? Higher sales?
Here are some friction reducing tips:
- Use click-to-call buttons
- Offer guest checkout- Don’t force users to register before they can purchase
- Simplify content via “chunking”. By dividing complex content into smaller, digestible sections, it prevents the user from feeling overwhelmed and helps with engagement
- Consider one-click functionality e.g. Amazon’s 1-Click ordering system
- Offer driving directions to your business location via GPS
- Simple checkout interface
3. Know what your customer wants before they do
You don’t need a crystal ball to anticipate your customer’s needs. Use mobile analytics to find top content, track user behavior and activity, and see what they’re looking for on your site. This information can help improve mobile user experience and performance by implementing the following recommendations:
Highlight primary content with a clear call-to-action and put less prominence on secondary actions. E.g. If you find that mobile users are searching for a particular product when they reach your website, try including the item as a ‘featured product’ on your homepage, removing the need to search.
Make the most of mobile GPS technology. According to Google, 61% of smartphone users are more likely to buy from mobile sites or apps if information is customized to their location.
Creating a fast mobile user experience is relatively straight forward, with an improvement in results be evident pretty quickly. It boils down to making it as easy for the user as possible; after all, the quicker a customer can find the information they’re looking for, or checkout, the happier they will be, and the faster you reach your goal.