You know you need to build a mobile website for your business and you definitely know who your own audience is. Did you ever stop to think about how your target customer acts on a mobile device?
When helping people understand who their mobile user is and how they act, I like to equate this user to a five-year-old child. Similar to five-year-olds, mobile web visitors want your information and they want it now. Searching and waiting for the answer they need is not an option. Remember, they’re on-the-go with smartphone in hand.
Compuware discovered that a total of 71% of users expect a mobile site to load as fast as (or quicker than) a desktop site. In the same study, they found that 60% of users expect a mobile site to load in less than three seconds.
Like a well-prepared mother taking her children out for the day, you need to get your mobile website ready for the potential worse of the worst. Mobile web browsers are prone to fits of frustration, patience shortages and have extremely high expectations about what their mobile experience should be while lacking knowledge of how the web actually works on their phones. To avoid a meltdown, you must be prepared with a mobile site that loads quickly. Here’s how to do this:
- Limit your mobile site to no more than five pages total.
- Cut down the amount of images to one to two per page.
- If videos and other multimedia elements aren’t crucial, delete them!
- Place the redirect script as close to the top <head> tag as possible, so your visitors are redirected to your mobile site immediately.
Unlike five-year-olds, visitors to your mobile website have a strong influence on what others think about your business. In a Compuware study, 57% of people would not recommend a business with a bad mobile website and are likely not to return. Ouch. Who knew that your smallest website could have such a large impact on your business?
Bottom line: Your mobile website needs to be faster. Before you go out to spruce up your site to appeal to your audience, think to yourself: If my customers were five years old, what would they want from my mobile site?