Did you know that mobile traffic now accounts for more than half of all web traffic worldwide? According to Statista, just over 52 percent of global web traffic in 2019 came from mobile devices. That’s an astonishing figure considering that just a few years earlier, at the beginning of 2015, mobile’s share of global web traffic barely exceeded 31 percent.
However, even though these soaring rates of mobile traffic seem to make it abundantly clear that the future of digital marketing is mobile-centric, many digital marketers haven’t yet optimized their tactics for mobile success. If you’re concerned that your brand’s mobile optimization efforts are falling behind, these seven simple tips can help improve your mobile-friendliness right away.
1. Break up content.
When you’re dealing with any kind of digital media, it’s always a good idea to break content up into clearly defined sections. However, this practice is especially important for mobile devices. Remember that content, particularly text, looks much longer on a smartphone screen than it does on a desktop or laptop monitor. This can be very offputting to users who are typically looking for quick, accessible information.
To address this issue, separate your content into easy-to-browse chunks. Images, subheaders, white space, bullet points, styling techniques such as italicized or bold text, and short paragraphs can all help break up your content and make it easier for users to digest with a few quick glances.
2. Keep text short and snappy.
The writing that you include in your mobile content should be short and simple. Don’t make users wade through oceans of text on their smartphones to find the information they want. Instead, focus on messaging that is evocative and informative without being too long. It can also help to choose simpler words in your content: often, wordy phrases have more concise alternatives that will let you pack a more effective punch in a shorter space.
3. Make sure images can load quickly.
Images are an extremely important part of mobile-friendly marketing. Photos, screenshots, graphics, and memes can all add a visual boost to content that keeps users engaged. But don’t forget that the speed at which your image loads is just as important as the image itself.
After all, it doesn’t matter how great your graphic is if users have abandoned a slow-to-load page before it displays. To help make sure that images in your content load as quickly as possible, try compressing them (using readily available tools such as TinyJPG), or create images that are pre-optimized for mobile consumption.
4. Use big buttons.
Does your mobile marketing campaign include a call-to-action (CTA) or other buttons or links for users to tap? If so, be sure to make these buttons big! Users will quickly become frustrated if they try to tap a too-small button and hit something else by mistake, so make it easy for them to get where they need to go by keeping key buttons and links large and easily visible.
5. Keep forms streamlined.
If a key aim of your campaign is to get users to opt in to some part of your brand—subscribing to a newsletter, for example, or making an online purchase—the form you use to collect personal details should be as streamlined as possible. Doing a lot of typing is something many smartphone users try to avoid, so it’s best not to ask them to fill out endless form fields.
Instead, pare the required form fields down to just the basics, and find other ways to reduce typing. For example, you can provide an option to log in with a social media ID, or integrate with payment solutions that have pre-loaded, multi-select payer information rather than free-form text.
6. Create readable text for video.
Did you know that mobile video consumption doubles every single year? This means that including video in your mobile marketing content is a smart move, but for maximum effectiveness, you need to make one important addition: readable text.
Believe it or not, many users don’t have the audio on when viewing videos on mobile devices—amazingly, multiple sources state that as much as 85 percent of all video views on Facebook are played without sound—so you want to make sure your video is still engaging and informative, even if it’s silent.
To do this, include text with all videos in your content, and ensure that it’s large enough to be readable. (You can also have a video transcript available for users who would rather read than watch.)
7. Always test!
You won’t know whether or not your marketing campaign is working well for mobile users unless you test it. Before sending any content out to users, preview it on multiple mobile devices so you can be sure it looks and responds the way you want it to. Ideally, your content should be the same on all devices, browsers, and platforms so that users will have a seamless, consistent experience.