Beyond Responsive Design: How to Optimize Your Website for Mobile Users

November 04, 2020

By wdekrey@hubspot.com (Will DeKrey)

Everyone can acknowledge the importance of a mobile-friendly website, especially after Google’s Mobilegeddon algorithm update.

Mobile optimization is here to stay, and it’s demanding more and more of businesses and their websites. But mobile optimization is about more than just a responsive website design.

In this article, we tell you why and how to adopt a mobile-first mindset for your website.

Google’s mobile-friendly algorithm change in 2015 (and a few more since then) was evidence that the search engine recognizes its responsibility to surface websites that painlessly get users what they need at the time that they need it.

Google doesn’t want to send mobile users to websites that provide a frustrating browsing experience — that would damage its promise to its users to always deliver helpful, relevant content.

Moreover, this algorithm change was and is a signal of a much larger shift that’s afoot — consumer behavior is changing, and it’s your job to adapt.

Building a mobile-friendly website is step one, but tweaking your website will not keep you ahead of consumers’ changing behavior and expectations.

In short, you have to infuse your marketing strategy with a mobile-first mindset. Here’s how.

1. Map your customer journey.

Imagine the experience of Sally, a young marketer who has just moved to Chicago. While out for a walk, Sally passes by a hair salon and realizes she needs a haircut. She pulls out her phone a search for hairstylists in Chicago who specialize in curls and color. Her Google search pops up Joann’s Stylez.

She flips through the website quickly and wants to research more, but it’s too hard while on the move — so she texts herself a link. When she gets home, she opens her texts on her tablet and quickly checks Yelp reviews, examines her calendar, and then books an appointment using the simple form on the Joann’s website.

When Sally loads up her laptop later that night to check her email, she discovers an email from Joann’s that confirms her appointment and gives her the option to add it to her calendar. The next day, 30 minutes before her appointment, she receives a push notification on her work computer reminding her of the appointment.

The next day, Sally receives a mobile email asking for feedback on the cut and offering to set up a recurring appointment at a discounted rate. She’s sold.

Sally’s experience is illustrative of the cross-device, omnichannel journey that many customers now make as they move through the marketing funnel. Every day, consumers switch a handful of different devices when completing common tasks such as online shopping, readying blog posts, booking appointments, or communicating with each other.

HubSpot’s Blogging Software equips you to publish relevant, conversion-optimized content you can preview on any device — allowing you to engage with customers wherever they are.

Consumers now expect this type of experience from all of their digital interactions. They want to be able to accomplish whatever fits …read more

Source:: HubSpot Blog

      

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