Optimise the customer experience for devices

By January 30, 2017Design, UX

Ok – those who know me will tell you I have been banging this drum for a while…

Responsive websites are great, however how many businesses want a responsive website just to say they are “responsive”. Its a great buzz word, it sounds impressive, a completely responsive website to fit any device.

It fits in with Google’s mobilegeddon, “Don’t have a mobile friendly website? we WILL punish you”.

However, how many of these businesses would have benefited from a correctly optimised version of their website for the different devices? Someone who browses a shop website on a mobile device might want a different journey, might not want the 2 columns of content and guff collapsed underneath, might want the phone number more prominent and visible – and more importantly clickable.

Does enough work currently go into figuring out how users are engaging with websites – is being “responsive” enough or should we look at more “adaptive” solutions for businesses?

I ran a test a while back with a business who wanted a new responsive website built, they wanted wireframes, designs the full service.

I asked “Do you know what your users actually do on mobile devices?”. They didn’t have a clue, so we spent some time digging into what the users actually used across devices (ipad size down), and discovered that 98.6% of that traffic used only 4 pages of the current responsive website. Click rates on other elements on the page where low and engagement across the rest of the site was minimal.

We adapted the customer experience across devices, improved conversion and engagement and focused on what the user wanted. The users, not the business.

There has been a few articles around this subject which prompted me to write this, its good that people are thinking more about what experience users should have across devices, some business might even get a nice surprise in conversion if they adapted their experience.