1. Quick loading time
No one has time anymore; people don’t wait more than five seconds for a page to load when they would rather be checking up on the latest Instagram selfie or Facebook update. Having a mobile site with large photos, complex graphics and videos is only going to slow down the user experience. Strip back unnecessary elements and focus on what matters.
2. Easy to use menu
One major difference between a desktop website and a mobile one is the menu, we had a client who was delighted with their site only to find out they had only reviewed the homepage because they didn’t know the 'hamburger' symbol was a menu.
Although we were pleased they were more than satisfied with just the homepage it made us think that some sites depending on the audience may even require the wording to signal it’s a menu.
The menu needs to always be easy to access and have decent sized buttons so people can easily select the options.
The mobile user experience is designed for scrolling, people want to scroll through content without clicking on too many different pages to get what they want. Don’t be afraid to spread out content further down, allow for more space between content, people will be put off by pages that are too busy and not easy on the eye.
4. Well placed call to actions
What’s the point of having a great site if it's not bringing in business, your site should have visible call to actions especially within content that’s likely to engage and interest the visitor.
Every page should answer the question: what do you want the visitor to do with this? is it to find out more about a subject, to get in contact, to buy a product, register for something or was the page just to inform. For e-commerce sites this is crucial for turning visitors into customers, having well placed call to actions with attractive colours and styles to interest the visitor is key. A well-designed checkout experience must be a key part of the website's structure and needs to include 3 critical themes: simplicity, security and clarity.
Great visual design will make your site stand out and enrich the experience for your visitors. There are many different factors that influence this but the key things to consider are: font, colour, graphics and simplicity. Don’t overcomplicate things with unnecessary stock photos and graphics that don’t add any value. Design the experience around the journey you want the user to take whilst aligning the visual aspects to your brand and how you want your business to be seen.