Structure and form: optimization of the mobile website

Structure and form are essential elements for the optimization of the mobile website.

To understand the importance of mobile optimization, it is sufficient to look at the Audiweb data of the total digital audience in July 2019 which indicates, for example, in Italy 40.5 million people who surfed from computers, tablets or smartphones, for a total of 112 hours and 23 minutes (equal to 4 days and 16 hours).

It’s a clear indication for companies to really start and take mobile experiences seriously and how they are delivered to users who need quick and easy answers to their questions.

The User Experience was created precisely to make the browsing experience easy, intuitive, fluid and pleasant.

Structure and form are fundamental elements of the optimization of the mobile website which must be consistent with the desktop version, in terms of colors, typographic choice and personality, in order to propose a unique branding strategy, in synergy with content marketing.

The mobile version must have specific characteristics and functionalities of the specific interaction, just think of the smaller screen size compared to the desktop version. Precisely for these reasons, the general rules of mobile optimization provide for specific regulations on font size, object affordance and page scrolling. With a view to simplifying and guiding the user experience to a greater extent than the desktop version.

Context for mobile website optimization

Another element to think about is the context in which this is used. Manageability, which must ensure interaction with this device in the most “comfortable” way possible, or present the key elements of navigation in areas compatible with the specific characteristics of the “hand-display” interaction.

Home page

Even for the mobile version, the quality and functionality of the home page are substantial components.

Of course, some precautions are necessary to make navigation further clear and intuitive.

The aspects of characterization and corporate identity, advantages and services offered must be clearly highlighted.

Particular attention must be paid to the visibility and usability of the menu structure and direct links to typical operations.

Contents

Sorting the contents according to their relevance is of particular importance in the mobile version of the site.

The size of the screen of a smartphone or tablet does not allow the same organization as the Desktop version.

Consequently, the contents should be ordered in a specific way, based on the criticality of each with respect to the general objectives.

Depth levels for mobile website optimization

In its mobile version, the website must be organized in depth levels, structured according to the different semantic areas of the contents and their priority.

While in some cases viewing a website from a mobile device may entail small limitations, on the other hand it allows the use of specific functions of these devices.

This is the case, for example, of geolocation services, direct calls to telephone numbers, consistency with the orientation of the device and ease of access to content.

The same form, in the mobile version, will have to be presented with greater simplicity, without however sacrificing the information fields necessary for the company.

We also keep in mind that voice search will continue to evolve and emerge as new formats such as “talkable” increase knowledge and questions, fueling possible answers for both actions and conversational research.

Finding ways to make mobile website optimization work best will be the real challenge.