Make It Mobile: The Importance of Finger-Friendly Web Design

“Hang on. Let me look it up on my phone.”

How many times have you heard some variation of that phrase in the past half-decade? From friends or family during civil debates, or from colleagues and clients in morning meetings, or even from strangers you walk past and overhear on the street.

Heck, you’ve probably said it more times than you can remember in the past few months alone!

using mobile phone

Just think about it...

Whether it’s a quick fact-check or a full browse-and-buy session, how we consume information on our phones has evolved significantly. Long gone are the days when they were simply used for talk or text, and – if lucky enough – the occasional browsing on a tiny screen at crawling speeds.

We’ve reached a new era with regards to the roles our phones play in our browsing habits. Make no mistake: in this digital day and age, mobile is the dominant device.

Mobile in the Modern Web

For those of you thinking that this market still has a lot of growing to do, here’s a quick statistic that should lead you to reconsider.

According to independent web analytics company StatCounter:

“Mobile and tablet internet usage exceeded 54% in 2017”

Are we at a point where desktops are extinct? Not even close.

But, how users surf the web on their phones is not the same as how they do from their desktop.

For instance, if you were hungry, you might look up local restaurants on your phone, get directions, look at the menu, maybe call for a reservation or even download a coupon.

responsive design

The easier it is for you to do these things -- and the more natural an interaction it feels -- then the more likely you are to become an engaged customer.

“88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.” (Source: Nectafy)

Have you ever tried to highlight a phone number to copy and paste it into your dialer screen? Or fumble around, looking for pen and paper? Imagine how many visitors wouldn’t even bother and simply move along to your competitor’s site. The most reasonable solution is to have a simple, one-touch call button on your mobile site to make it easier for the visitor to connect with you.

Traditionally, in order to produce this seamless user experience you would have to hand this project to a developer. This simple task will take time and money depending on the complexity of your site.

Or, you can use an overlay tool such as the one developed by us here at Aiva Labs. You don’t need to know any code and that magical tap-to-call button can be created and deployed to your site within minutes allowing visitors to “Call Now” with one touch.

Now that’s what finger-friendly design is all about!

Think on your own browsing habits and those of your family, friends and people you encounter in everyday life. A mobile optimized site should make it easier to gather the information needed, order that must-have item or simply get directions.

scrolling through phone

If it's not, you risk losing potential business as your visitors leave and opt for more mobile friendly sites.

Mobile By The Numbers

Okay, back to the figures.

Let's look at just a few stats that make a seriously convincing case for a mobile-first marketing strategy:

During the holiday season in 2017 over $2 Billion was spent using smart phones - a 40% increase from 2016. Recent data has shown that mobile marketing is the most profitable investment for any business.

This is why we, as marketers, should already be pushing and prioritizing a finger-friendly approach. I know it sounds redundant, but having a responsive website is no longer an option - it's a requirement.

Mobilize a Plan of Action

All of this data and knowledge of trends is great, but if you feel like your business has fallen behind and catching up will be a behemoth of a task, let’s talk about where you can start.

First, Google offers a simple mobile-friendly test to help determine if your website is functional on a phone, with insights and recommendations on what to fix if it isn’t.

If there’s work to be done, start doing it as soon as possible. Connect with your designers and developers and have them plan out the best approach to ensuring you’re thinking fingers first.

In most cases, the best solution will likely be the one our team uses: responsive design. As we mentioned, this simply means that a website’s content will adapt to the specific device with which a user is browsing. But as with all things web, there’s no one-size-fits-all solution, and your team will likely need to talk it over for a while before the work begins.

responsive design

The next important step is to stick with a mobile-first mindset from here on out.

Starting with whatever revamps are needed, everything you do in the digital landscape - every new piece of content, every new email campaign, every form of customer outreach - should be done with mobile at top of mind.

Because it’s time to face the facts: this is no longer a tomorrow project.

If you’re not prioritizing finger-friendly functionality and design across all of your online marketing materials, you’re alienating a huge - and likely growing - chunk of your audience. It’s that simple.

Make Your Marketing Mobile-Friendly

Now that you’ve made the switch to mobile-first, you may still have some concerns with regards to the delivery of your marketing content. After all, mobile responsiveness doesn’t necessarily increase conversions.

It’s important to understand that responsive design is also about providing a fluid user experience. Well-placed, and well-timed, call-to-actions can improve conversions on your mobile site.

You can nail down what works for both the mobile and desktop segments of your audience - and our overlays can even design themselves! How impressively convenient.

Our team lives and breathes responsive design and functionality. Industry and thought leaders are already buzzing about our powerful conversion tool, so much so, that VA Partners wrote an entire article about us and had this to say:

“We hope to continue using Aiva not only with ourselves but also with our clients, and we hope you start trying it out too. Aiva will definitely make this year’s list … of favourite new tools.”

Now that your site is mobile responsive, don't stop there. Keep the momentum going and increase your mobile conversion rate - we'd love to help you out.

Our easy-to-use software will help you accomplish your website traffic conversion goals. The features mentioned in this article are just a small few. There are an abundance of templates and inspirational starting points to get you building a campaign in no time.

Best of all, with Aiva you can do it all with a few simple clicks and start increasing your conversion rate today for FREE!

Take a look for yourself and see how we can help your make mobile-friendly marketing a breeze!

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