Is your site designed for Mobile first? It’s the world’s new normal which means there’s a very good chance your target market is viewing your website from their phone or tablet, rather than their computer. There are a few key reasons mobile-first design has become the new priority among marketers, and they’re reasons that could influence your decision to re-tool your site appropriately. Let’s walk through them together:
1) User experience (UX) design is worth the investment
Moz.com talks about the value of user experience in their article, Why Mobile-First Is the Only Design Worth Your Investment, “Most marketers think they’re hiring web designers to design an aesthetic. But the savviest practitioners know they’re not. They’re hiring experts to think through design interactions. The way people will arrive, hunt, look, and browse to ultimately find what they’re looking for in the most pleasing way possible. (Also, a few conversions along the way would be nice.)”
The differentiator in UX design is the advantage of the manipulation of user behavior through design, rather than exclusively a visually enticing reskin. UX design takes into consideration the user’s probable response to the User Interface (commonly abbreviated to “UI”), and aligns the design of interactive elements to meet those user’s expectations and achieve a certain goal (like driving sales, etc.).
The need for this level of design exploration often requires a rework of existing sites versus a top-layer re-skin. “As mobile users outnumber desktop, the importance of designing experiences on fluid surfaces becomes even more critical. The trouble is that trying to transform an outdated, legacy website into a desirable mobile experience is problematic, if not impossible. Compare that to a ‘mobile-first’ site which, from Day 1, is created to leverage the extra capabilities of mobile devices. But more importantly, also limit or mitigate the significant drawbacks of a smaller screen and limited processing power.”
2) The better to see you with (Google Analytics)
Without a mobile-friendly site, you could get overlooked by google in search. “Since April 2015, having a website that’s not mobile friendly now affects Google’s search engine rankings for mobile searches . Google has also recently launched mobile first indexing which exclusively looks at the website experience for mobile devices,” notes a hallaminternet.com article.
This is obviously critical for driving traffic. No matter how aggressively you’ve aligned your content to Google’s algorithm, deprioritizing mobile-first design could push your site back substantially in search results to make way for mobile-friendly competitors.
3) 3) It’s not even what’s next. It’s what is.
Usage evaluations are showing some eye-opening stats that simply declare mobile the new normal user behavior. Desktop experiences are finding their primary usage occasion in enterprise applications, yet even then – depending on the application use case – corporate interactions are also available via mobile. But pastime activities including consumer shopping, social engagement, etc. are often reserved for mobile. “In 2016, we saw an increasing number of people using tablets and mobile devices instead of desktop computers to browse the internet. On average, the combined number of mobile and tablet users finally surpassed the number of desktop users globally and the upwards trend is still continuing. …Website owners may also use a responsive web design or create a business app to offer a good user experience on all devices,” says hallaminternet.com.
An article from WirelessWeek.com looks at a comScore report to explore the real impact, “According to the report, total usage of digital media has nearly tripled since 2010 and is up more than 30 percent since 2013. But the distribution of that growth is hugely skewed. The report said smartphones alone have contributed to more than 90 percent of the total increase in minutes spent on digital media since 2013 and now account for just over 54 percent of digital media usage. As of December 2015, the report said consumers spent just over 13,125 hours consuming digital media on smartphones. When smartphone usage is combined with time spent on tablets, the proportion of time spent consuming digital media on mobile devices rises to 65 percent. That figure is up 12 percentage points from 53 percent in 2013 and represents around 15,805 hours of digital content consumed on smartphones and tablets.
Let’s solve it together: If you haven’t evaluated your site from a mobile consumer perspective, it’s likely time for another look at your site. Make It Iconic can help walk you through your site and highlight the mobile-first opportunities. And in the meantime, take a look at these best-in-class examples of mobile website design for inspiration.