Don’t make these mobile mistakes

HIGH POINT — Most software experts said one of the most common mistakes is putting too much text on the screen, since it can overwhelm the user to have to keep scrolling down in order to read the copy.

“Companies tend to create a main slider graphic with promotional text for the desktop and then walk away. Then, when that graphic turns to mobile, you can’t read any of the text as it’s now too small,” said Ken Widger, senior marketing program manager for MicroD, a web technology partner in the home furnishings industry.

“We recommend creating a unique graphic that will be displayed on mobile that has larger text and easier to read messaging.”

Other problem areas include:

  • Using images with low resolution
  • Large file sizes that take too long to load
  • Hiding relevant information, such as phone numbers and addresses, buried in the navigation system

It’s a good idea to have tap-to-call phone numbers in place for easy contact once a user wants to reach out.

Experts say it’s also best to avoid pop-ups on mobile. “If pop-ups are a must, make sure you test this feature and adjust the experience from what is on the desktop,” said Carla Valdes, creative director at software company Whereoware.

Retailers and manufacturers with image-heavy sites should make sure that they are properly sizing and compressing all photos to help with quicker loading times, according to the experts.

Another problem area has more to do with material that’s missing, including two pieces of information that most consumers demand.

“Many companies don’t accurately represent their entire product selection, and they don’t publish pricing on the mobile version,” said Andy Long, head of sales for Blueport Commerce, a cloud-native omnichannel platform. “We’ve found that in most instances the primary reason customers visit your website is to confirm that you offer styles and particular pieces they like. This is what will qualify their willingness to visit a store.

“Research happens online first, and consumers want to know if they can afford the particular items that they’d like to purchase.”

If it’s not possible to specify exact pricing on the site, experts advise offering a suggested price range so consumers will know if it’s something they can afford.

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