What is mobile optimization?
Mobile optimization is the process of making a website user-friendly when accessed by mobile devices. This creates a user experience tailored to a specific type of device. Mobile optimization changes website content for ease of use and accessibility and improves ranking on Search Engine Results Pages (SERPs).
The goal of mobile optimization is to make it easy for site visitors to browse and convert on all types of devices, enjoying a seamless experience no matter what device they are using.
Mobile optimization makes it easier to navigate websites on mobile devices by increasing the size of fonts and buttons and removing unnecessary elements that slow the site down. Mobile-optimized sites need to be scannable so that users can get the information they need on their small screens. When building a website, organizations often choose website builder software that facilitates mobile optimization.
Benefits of mobile optimization
Mobile optimization has many advantages. When businesses make their websites mobile-friendly, they open their doors to a wider audience. Here are some key benefits of mobile optimization:
- Reach out to mobile users: Mobile users represent a significant percentage of online searches and online sales. More searches are done on mobile than desktop, and a significant percentage of emails are opened on mobile devices. In reality, 59% of millennials mostly use smartphones to check email, and 67% of Gen Z scan their inbox using mobile devices. Mobile optimization is a way for businesses to reach and convert these users.
- Mobile optimization improves SERP rankings: For better SERP rankings, Google recommends that websites be optimized for mobile, either through responsive site design or through a separate mobile site.
- Improved user experience: Mobile users need a mobile-friendly user experience. If the site is not optimized as such, these users will bounce back. Mobile optimization improves user experience, increases the average time spent on the site and often generates more conversions.
Basic elements of mobile optimization
Mobile optimization involves several elements which, when combined, create a user-friendly mobile browsing experience. Here are the building blocks that make up a mobile-optimized user experience:
- Loading time: Mobile devices require fast load times, which is why these web pages tend to be smaller.
- Native mobile experience: Proper mobile optimization creates a native mobile experience by using responsive design to change website content based on screen size.
- Image optimization: Since file size reduction is crucial for speed on mobile devices, image optimization involves reducing the image size and using image compression to remove unnecessary metadata.
- Page design: Mobile sites have even less time to grab the attention of visitors. Mobile pages should be designed to solve the user’s problem as quickly as possible. This means the CTAs should be above the fold.
Best practices for mobile optimization
Websites can be optimized for mobile to varying degrees. The more a website is optimized for mobile, the better the customer experience will be. The following mobile optimization best practices are essential in creating a user-friendly experience for customers:
- Optimize videos: Videos should be optimized to be compatible with mobile devices.
- Make content scrolling: Users should be able to scroll through website content rather than clicking on the navigation bar.
- Use responsive templates, even for email marketing: Templates must be responsive for content to be visible on mobile devices.
- Write short, scannable paragraphs: Mobile users are often on the go, which means they need scannable content that can be consumed easily and quickly.
- Take into account the intention: Think about what mobile users need when they visit a mobile site, and bring that information to the fore. For restaurants, this may include a menu, online ordering features, or a menu.
- Use accelerated mobile pages for faster mobile browsing: Part of mobile optimization is reducing the page size for faster load times. Accelerated Mobile Pages help businesses speed up mobile browsing.
- Test using Google’s mobile-friendly tool: Businesses can use this tool to assess how mobile-friendly their site is. Employees should also test the site on mobile devices to provide real-time feedback and improve mobile reports.
- Create easy-to-close mobile-specific popups: Popups with small buttons are especially annoying for mobile users, as they are often difficult to close. Businesses should create mobile-specific popups with large, easy-to-press buttons. CTAs on these popups also need to be responsive to the mobile experience.
Mobile optimization vs. suitable for mobile
Optimized for mobile Web pages change the size of features (like navigation buttons and images) and reformat content so that it is easily accessible through mobile devices.
Mobile friendly Websites change the size of a web page’s dimensions to make the page visible on mobile devices. However, these pages are not optimized specifically for mobile and are not as conducive to mobile conversions as the mobile optimized pages.