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MEETING
YOUR
USERS ON
MOBILE
Error Displaying Content
LESSONS LEARNED
FROM REVIEWING
LANSING
MOBILE WEBSITES500
cognitelabs.com Share this eBook:2
TABLE OF CONTENTS
A STARTLING DISCOVERY
A NEW WORLD
THE STUDY
MOBILIZING
CONCLUSION
MET...
Share this eBook:cognitelabs.com
CHAPTER 1
A STARTLING
DISCOVERY
cognitelabs.com Share this eBook:4
A STARTLING DISCOVERY
A few weeks ago, I was trying to find somewhere to have brunch. I ...
cognitelabs.com Share this eBook:5
Our company is a technology company. We like to tinker and build. We’re curious. And so...
Share this eBook:cognitelabs.com
CHAPTER 2
A NEW WORLD
cognitelabs.com Share this eBook:7
A NEW WORLD
Are you in a room with other people right now? If so, take a second and loo...
cognitelabs.com Share this eBook:8
Take a look around the room again. Those people who are on their
phones right now...wha...
cognitelabs.com Share this eBook:9
Take another look at those sites you have up on your mobile
browser. How many of those ...
cognitelabs.com Share this eBook:10
A NEW WORLD
That’s the world we live in, now.
That’s the world your customers, stakeho...
cognitelabs.com Share this eBook:11
A NEW WORLD
As a result of this phenomenon, Google made a significant
update to its alg...
cognitelabs.com Share this eBook:12
A NEW WORLD
Think that’s bad? In our review of over 500 websites of
local businesses, ...
cognitelabs.com Share this eBook:13
A NEW WORLD
At the end of the day, though, search engines are trying to
match searcher...
cognitelabs.com Share this eBook:14
A NEW WORLD
DON’T HATE YOUR USERS
Search engine “juice” notwithstanding, users find poo...
Share this eBook:cognitelabs.com
CHAPTER 3
THE STUDY
cognitelabs.com Share this eBook:16
THE STUDY
64% OF BUSINESSES FAILED THE
TEST
The preponderance of mobile devices, coupl...
cognitelabs.com Share this eBook:17
THE STUDY
Chamber of Commerce. The websites spanned companies
of different sizes, in d...
cognitelabs.com Share this eBook:18
THE STUDY
In many cases, when a website failed the Mobile-Friendly
Test, it failed for...
Share this eBook:cognitelabs.com
CHAPTER 3
MOBILIZING
cognitelabs.com Share this eBook:20
SPEED UP YOUR SITE
DOES YOUR PAGE LOAD IN 1
SECOND?
Google can tell how long it takes ...
cognitelabs.com Share this eBook:21
USERS HATE SLOW SITES
More importantly than Google’s standards, your users hate
waitin...
cognitelabs.com Share this eBook:22
SET YOUR VIEWPORT
A VIEW-WHAT?!
Ever been to a website where it looks like a miniaturi...
cognitelabs.com Share this eBook:23
SET YOUR VIEWPORT
YOU SHOULD SET YOUR VIEWPORT
Google can tell if the viewport setting...
cognitelabs.com Share this eBook:24
SET YOUR VIEWPORT
ADJUSTING CONTENT
While setting the viewport on your device is prett...
cognitelabs.com Share this eBook:25
WATCH TAP TARGETS
There are few things more frustrating than being on a
mobile device ...
cognitelabs.com Share this eBook:26
WATCH TAP TARGETS
In our study, 20% of the websites we reviewed had tap
targets that w...
cognitelabs.com Share this eBook:27
Of course, not all links can be that big. A mobile viewport is
only a few hundred pixe...
cognitelabs.com Share this eBook:28
SIZE FONT TO BE READ
We’ve all been on a mobile website where the font was too
small. ...
cognitelabs.com Share this eBook:29
Google recommends sizing fonts using pixels as a unit of
measure. The best approach is...
cognitelabs.com Share this eBook:30
MAKE SURE CONTENT FITS
SIZE STILL MATTERS
There are certain things users expect when o...
cognitelabs.com Share this eBook:31
AVOID PLUGINS
FLASH FAIL
One way to speed up your site - and make it less annoying
to ...
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CHAPTER 4
CONCLUSION
cognitelabs.com Share this eBook:33
CONCLUSION
A few weeks ago, I got curious about how much time I
spent looking at a mob...
cognitelabs.com Share this eBook:34
CONCLUSION
And this is the opportunity.
With so many sites unprepared for mobile searc...
cognitelabs.com Share this eBook:35
CONCLUSION
THE FUTURE IS MOBILE
Your current and future customers are using their phon...
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Appendix
METHODOLOGY
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METHODOLOGY
When we got the idea to explore how businesses were
adapting to changes in...
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Analyzing the Data (continued)
Data in tow, we generated the charts you saw in the
ope...
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  1. 1. MEETING YOUR USERS ON MOBILE Error Displaying Content LESSONS LEARNED FROM REVIEWING LANSING MOBILE WEBSITES500
  2. 2. cognitelabs.com Share this eBook:2 TABLE OF CONTENTS A STARTLING DISCOVERY A NEW WORLD THE STUDY MOBILIZING CONCLUSION METHODOLOGY 4 6 15 19 32 36
  3. 3. Share this eBook:cognitelabs.com CHAPTER 1 A STARTLING DISCOVERY
  4. 4. cognitelabs.com Share this eBook:4 A STARTLING DISCOVERY A few weeks ago, I was trying to find somewhere to have brunch. I was at a friend’s house and did what many people do - I started searching from my phone. Twenty minutes later, with my stomach starting to make embarrassingly obnoxious noises from sheer hunger, I still hadn’t found a place to have brunch. It’s not that there weren’t options, it’s that I couldn’t find the information I wanted - menus, hours, locations - easily from my phone. Every site I went to, I had to pinch, zoom and rotate my iPhone 6 to try to read the information I wanted. As I sat there, getting hungrier and hungrier, I started to get annoyed. Then, hangry. A few days later, I had a similarly annoying experience trying to find rental information - availability, pricing, location, etc - for a relocation I was considering. A few days later, a similarly frustrating experience trying to do some shopping. This got me thinking - why is this so hard? Mobile devices have been around for years - surely businesses have had ample time to adapt. It turns out not. My frustrations led me to think about how local businesses are thinking about mobile search, especially in light of Google’s widely-announced mobile update that occurred in April. Was it just those few sites I was interacting with that were behind the times? Surely, not, I thought to myself. I was wrong.
  5. 5. cognitelabs.com Share this eBook:5 Our company is a technology company. We like to tinker and build. We’re curious. And so, when I raised the question about how companies are preparing for the fact that everyone is always on their phones, we decided to do a study. An original, one-of-a-kind, simply-because-we-were-curious, study. But, we also wanted it to be relevant. Relevant to our community. Relevant to our peers. Relevant to your customers. To accomplish this objective, we accessed the member directory of our local chamber of commerce figuring that it would be an appropriately random, representative sample of small, medium, and local businesses in our region. We selected (at random) over 500 websites to review and did so, using Google’s Mobile-Friendly test. And guess what? 64% OF THEM FAILED THE TEST. I was shocked. There’s no way that hundreds of the many businesses, nonprofits, and organizations in our tiny sample size were unprepared for this shift that they, themselves are likely a part of. But, the data was there. And so this is our effort to share that data. We know that all businesses are proud of the work they do for their clients. They invest in marketing, trade shows, brochures, and all sorts of collateral to tell that story. Most even have websites. Unfortunately, though, they don’t seem to be investing in mobile. Even though that’s where their customers are. (Out of curiosity, how far is your phone from you right now?) So, we put this book together in an effort to share the data and provide some guidance on how to approach your site from a user-first, mobile-friendly perspective. We hope you find it helpful. A STARTLING DISCOVERY
  6. 6. Share this eBook:cognitelabs.com CHAPTER 2 A NEW WORLD
  7. 7. cognitelabs.com Share this eBook:7 A NEW WORLD Are you in a room with other people right now? If so, take a second and look around. How many of those people have a smart phone or tablet sitting on the table next to them? How many of those people are looking at those devices? How far away are you from your device? Before 2007 - which was just a few years ago! - you wouldn't have seen a smartphone on anyone's desk. Then, the iPhone happened. I'm sure you remember the day it was released. Lines of people stretched around city blocks, all around the world. Your hyper-cool tech friend was in that line, eager to be one of the first people to own one. They even switched carriers to AT&T to get it (I know I did!), because they held exclusive rights to distribution of the phone. Then, you saw it. You held it. At first, it was confusing; a device unlike any other. And then you got it. We all got it. We understood its power. And now, we all have mini-computers in our pocket. And those mini-computers have more computing power, faster hardware, and more functionality than the mothers and fathers of computing could have ever imagined.
  8. 8. cognitelabs.com Share this eBook:8 Take a look around the room again. Those people who are on their phones right now...what do you suppose they're doing? Facebooking? Tweeting? Snapchatting? Probably. (Remember when none of those were verbs? Thank you, iPhone.) But, do you know what else they're doing? Searching. Reading. Reviewing. You know it's true because you do it too. Pick up your phone. Open the browser. What sites do you have open right now? How many of the sites that are currently open began with a search query? If you're like most people, chances are most - if not all - of those sites are up because you were searching for information about something. A NEW WORLD % of Cell Phone Owners Who Use Their Phones To… 82 Take a picture 80 Send or receive texts 56 Access the internet 50 Send or receive email 44 Record video 43 Download Apps 31 Look for health/medical info online 29 Online banking Source: Pew Research Center’s Internet & American Life Project via forbes.com
  9. 9. cognitelabs.com Share this eBook:9 Take another look at those sites you have up on your mobile browser. How many of those sites are up, simply as a reminder to look at them again when you're on a bigger screen? Yeah, I have a few of those too. Isn't it frustrating? You have a question or idea pop into your mind. You aren't near a computer, so you do the obvious thing and pull out your phone to find the answer and...ugh. The font is too small, so you pinch and zoom. You flip from portrait to landscape, hoping to make it easier to read. Or, you can't navigate well because the links are too close together and your fingers hit the wrong link. Content loads funny. It's annoying. It's frustrating. And you only leave it open in your browser if that site is really important to you. Otherwise, you tap the back button and move on. It wasn't that important, after all. A NEW WORLD 18 35 53 70 Slow w ebsiteSite notoptim ized Loading errors D ifficultinteractions D ifficultnavigation H ard to read content M alfunctioning site Percent of smartphone users who gripe about: Source: Keynote Systems 2012 Mobile User Survey, via forbes.com
  10. 10. cognitelabs.com Share this eBook:10 A NEW WORLD That’s the world we live in, now. That’s the world your customers, stakeholders, and visitors live in, too. We now expect the answer to every question to be instantly and immediately available via our smartphones. For searchers, it’s a wonderful world. And it’s a wonderful world for businesses and organizations who have prepared to meet their customers, stakeholders, visitors, and users where they are: on their phones. But for those who aren’t optimizing for mobile users? The world is decidedly less wonderful. MOBILE SEARCH HAS SURPASSED PC SEARCH Want to hear something crazy? Google currently processes over 40,000 search queries per second. That’s roughly 1.2 TRILLION searches per year. Think about that a minute. That’s a lot of people looking for information. What’s more is that, according to Google, more Google searches take place on mobile devices than computers in 10 countries - including the US and Japan. That’s not only a lot of people looking for information, it’s a lot of people looking for information on their phones.
  11. 11. cognitelabs.com Share this eBook:11 A NEW WORLD As a result of this phenomenon, Google made a significant update to its algorithm on April 21, 2015 intended to boost the ranking of mobile-friendly pages on mobile search results. Google has recognized that users on mobile devices want their results to be as accessible and consumable on their phones as they are on their computers. In fact, they’re rewarding websites that return those kinds of results. And they’re penalizing ones that are not. If your business relies on acquiring new customers for growth, then this update is significant. SO MANY BUSINESSES ARE UNPREPARED “ Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices. ” Source: Google Techcrunch, a website that follows and reports on tech news found that 40% of Fortune 500 companies failed Google’s mobile friendly test.
  12. 12. cognitelabs.com Share this eBook:12 A NEW WORLD Think that’s bad? In our review of over 500 websites of local businesses, we found that over 64% failed Google’s Mobile-Friendly Test. The reasons were many: small text, links too close together, content didn’t resize properly, etc. But, the point was clear: most companies’ websites in our local market are unprepared for mobile search. To many people, peddlers of search engine optimization often seem like they’re selling snake oil. One day, keyword density is the important thing. The next day, it’s meta information. Or backlinks. Now, mobile. It’s true that search engines are constantly evolving. And several factors - not just keywords or links or mobile - impact results. IN OUR REVIEW OF THE WEBSITES OF OVER 500 LOCAL BUSINESSES, 64% FAILED GOOGLE’S MOBILE-FRIENDLY TEST. DOES IT MATTER?
  13. 13. cognitelabs.com Share this eBook:13 A NEW WORLD At the end of the day, though, search engines are trying to match searcher intent with relevant results. That’s why you use them, right? In order to provide an optimal experience for their users - and their customers…remember, Google makes over $50 BILLION each year selling ads! - they need to prioritize results that delight users. In other words: make your users happy and Google will reward you for it. And where are your users searching? Their mobile devices. Click Through Rate by Google Rank for Desktop and Mobile Devices Source: moz.com OVER 67% OF CLICKS IN FIRST 5 RESULTS When users search for something on Google and Google returns results, over 67% of Page 1 clicks will accrue to the first 5 spots. For Demand Media - the company that brings you eHow, Cracked, and others - a 2012 update that dropped many of their rankings from the top 1 or 2 slots to 9 or 10, resulted in millions of dollars of lost revenue. While your company might not have millions of dollars at stake, Demand Media’s case study highlights the opportunities that are available for companies that create good content, delightful user experiences, that are conscientious of search engines’ priorities.
  14. 14. cognitelabs.com Share this eBook:14 A NEW WORLD DON’T HATE YOUR USERS Search engine “juice” notwithstanding, users find poor mobile experiences annoying. Remember all those sites you bounced off of when you tapped on the website and found yourself struggling to interact with their content? Remember all those open tabs on your mobile browser? Remember how annoying they were? Is that the impression you want to leave on your users or customers? Do you want to be just another “Back” tap? At the end of the day, we all exist to serve our customers and providing them easy access to our content and the information they care about is one important way we do that in the modern world. Take care of your users. Delight them. Don’t be one of those pinchy-zoomy-scrolly obnoxious guys. Nobody likes that guy. HOW TO NOT BE THAT GUY The remainder of this book will help you to understand some of what’s involved in developing a mobile-optimized site. In the next chapter, we’ll share the results of our study, where we reviewed the websites of over 500 local businesses against Google’s Mobile-Friendly test. From there, we’ll dive into the specific components of that test from site speed to font size and provide examples of the good, the bad, and the ugly. We’ll discuss why they matter and share tips on how to improve your own site. By the end of this book, you’ll better understand what’s involved in optimizing your site for mobile devices. And hopefully, you’ll be able to leap from that 64% of sites that failed to the 36% of sites that perform well. Do that and you’ll delight your users, the search engines, and your bottom line. Let’s get started!
  15. 15. Share this eBook:cognitelabs.com CHAPTER 3 THE STUDY
  16. 16. cognitelabs.com Share this eBook:16 THE STUDY 64% OF BUSINESSES FAILED THE TEST The preponderance of mobile devices, coupled with Google’s recent search algorithm prompted us to ask the question: how are local businesses preparing for this shift? With over 60% of search traffic coming from mobile devices, we were concerned that there was a huge disconnect between the way users want to interact with companies and the way companies are choosing to interact with users. We were right. DESIGN To answer our question about the preparedness of local businesses for the mobile update, we repeated - and augmented - the study done by TechCrunch on Fortune 500 companies. Using Google’s Mobile-Friendly Test tool, we selected a sample of over 500 websites of companies from our local Percent of Lansing, MI Websites that Failed Google’s Mobile-Friendly Test (n=510) 64% 36% Passed Test Failed Test
  17. 17. cognitelabs.com Share this eBook:17 THE STUDY Chamber of Commerce. The websites spanned companies of different sizes, in different industries. It was a random, representative sample of Chamber members in Lansing, Michigan. And, given the size of our local Chamber’s membership, we believe it to be a significant sample. WHAT WE FOUND What we found was that many websites - of companies, organizations and nonprofits of all sizes - failed the test. The reasons were many and varied, but included: • Text too small to read • Links too close together • Not having the mobile viewport set • The site not loading properly • Content not fitting the screen Percentage of Local Websites that Failed Google’s Mobile-Friendly Test, by Reason (n=510) 0% 8% 15% 23% 30% Texttoo sm allto read Links too close together M obile view portnotset Site didn'tload properlyC ontentdidn'tfitthe screen 8% 7% 18% 20% 18%
  18. 18. cognitelabs.com Share this eBook:18 THE STUDY In many cases, when a website failed the Mobile-Friendly Test, it failed for many reasons. In fact, nearly 33% of sites that failed the test had more than one thing wrong with them. 26% had four or more problems. This suggests that for many sites, there may be just a few tweaks here or there, that could help them to pass the test. But, for many others, there’s a lot of work to be done in order for them to meet the demands of a mobile-friendly world. OFTEN MORE THAN ONE ERROR Percentage of sites with a given number of errors, when a site failed the Mobile-Friendly Test (n=510) 0% 19% 38% 56% 75% Count of Errors 1 2 3 4 5 6 5%5% 16% 5% 1% 68%
  19. 19. Share this eBook:cognitelabs.com CHAPTER 3 MOBILIZING
  20. 20. cognitelabs.com Share this eBook:20 SPEED UP YOUR SITE DOES YOUR PAGE LOAD IN 1 SECOND? Google can tell how long it takes for a webpage to load, once it’s requested by a user. Even more impressive, Google can tell how long it takes for the content above the fold to load. And it can tell how long it takes for that content to load by device. Ideally, your page loads in less than one second. But, Google knows that’s a really hard standard. So, if the content above the fold loads in less than one second, you may be ok. SLOW NETWORKS DON’T HELP YOU You may be thinking that one second standard only matters over wifi. You’d be wrong. That one second standard applies over mobile networks, too. Given that there are 200-300ms of time eaten up on 3G networks (still the most dominant types of connection people have), there are only ~500ms of time actually available to your webpage. That’s not a lot of time. Available time, in milliseconds, for a webpage to load and meet Google’s optimal load time 0 250 500 750 1000 3G Network DNS Lookup TCP Connection HTTP Request/Response Server Response Time* Client-Side Rendering (Page Load)* 600ms 3G overhead you can’t do anything about 400ms which you can optimize by updating server and structuring page correctly
  21. 21. cognitelabs.com Share this eBook:21 USERS HATE SLOW SITES More importantly than Google’s standards, your users hate waiting for content to load. The longer it takes a page to load - even on a mobile device - the more likely it is that a visitor will abandon your site. It’s safe to assume that even a 1-second delay can reduce conversion rates on your site by at least 7%. SO, WHAT TO DO? There are many things you can do to speed up your site and make it performant for your users. Some of these things - like leveraging caching or minifying resources - might require the help of a developer (we know a few who can help 😉), but can make a big difference in getting your pages to load faster. Others, like prioritizing important content above the fold and reducing clutter on the website, are things your content team should be able to implement easily. 11 TIPS TO SPEED UP YOUR SITE ✓ Avoid redirects ✓ Enable compression ✓ Leverage caching ✓ Minify resources ✓ Optimize images for speed ✓ Optimize CSS/content delivery ✓ Remove render-blocking Javascript ✓ Use asynchronous scripts ✓ Improve server response time ✓ Place the most important content above the fold ✓ Reduce clutter on the website SPEED UP YOUR SITE
  22. 22. cognitelabs.com Share this eBook:22 SET YOUR VIEWPORT A VIEW-WHAT?! Ever been to a website where it looks like a miniaturized version of a desktop site? Where you have to pinch and zoom to read or navigate the site? Chances are they didn’t have their viewport set. In our study of the websites of local businesses, 18% of the websites we reviewed did not have their mobile viewports set. The viewport setting on a website controls how a webpage is viewed on a mobile device and is critical to making a site accessible and attractive to mobile users. If the viewport isn’t set, then the page will default to a typical desktop screen width, scaled to fit the screen. For most mobile browsers, this will be a width of 800 to 1024px. For all users, having to navigate these tiny sites is a pain.
  23. 23. cognitelabs.com Share this eBook:23 SET YOUR VIEWPORT YOU SHOULD SET YOUR VIEWPORT Google can tell if the viewport setting on a page isn’t set, or if the page specifies a viewport that doesn’t adapt to different devices. More importantly, setting your viewport allows your site’s visitors to interact with your content more easily. We’ll spare you the technical mumbo-jumbo of how viewport tags work and how pixels are calculated (it’s more involved than you think!). In most cases, there are two steps to setting your viewport and configuring content. HOW TO SET YOUR VIEWPORT Setting your viewport usually just requires the addition of a simple code snippet in the <head> tag of your web pages: <meta name=viewport content="width=device-width, initial-scale=1"> If you aren’t sure how to add this, just ask your developer. It’s a pretty quick fix.
  24. 24. cognitelabs.com Share this eBook:24 SET YOUR VIEWPORT ADJUSTING CONTENT While setting the viewport on your device is pretty straightforward, adjusting content may require a little more effort. To do this, you’ll often employ CSS media queries in your external CSS file. These media queries control how elements are displayed, based on the user’s viewport. To employ these - and get elements to look really great on a mobile screen - requires knowledge of CSS and familiarity with HTML. The amount of effort needed to update your site and make it look great on a mobile device, varies based on the platform upon which your site was built and the frameworks used on that site.
  25. 25. cognitelabs.com Share this eBook:25 WATCH TAP TARGETS There are few things more frustrating than being on a mobile device and trying to click a link or button that is too small or surrounded by a bunch of other links that keep getting clicked instead. On a desktop, these links and buttons are easily clicked because your mouse is pretty precise. But fingers are fat. Thus, for mobile devices, you should be thinking about fingers, not a mouse. Consider a user trying to submit payment information they’ve just filled out via a mobile device. If the “submit payment” tap target is too small to click, the user will not be able to submit their information and complete the transaction without resorting to zooming in to click the target. Those kinds of obstacles may prompt the user to decide the task isn’t worth the added effort, and abandon the transaction. FINGERS ARE FAT The actual size of an average adult finger pad is ~10mm wide So make sure that tap targets are at least 45 px wide, so that they’re easily accessible. 20%of the sites we reviewed had tap targets that were either too small, or compact
  26. 26. cognitelabs.com Share this eBook:26 WATCH TAP TARGETS In our study, 20% of the websites we reviewed had tap targets that were either too small, or too compact. The average adult finger pad is approximately 10mm wide. That’s far wider than the pin-point of a mouse. Because of this disparity, the Android UI guidelines recommend minimum tap targets of at least 48 CSS pixels (with a properly set viewport, of course). Apple recommends that buttons and links be at least 44px wide. SIZE MATTERS
  27. 27. cognitelabs.com Share this eBook:27 Of course, not all links can be that big. A mobile viewport is only a few hundred pixels wide, after all. When it comes to infrequently used tap targets, however, it is important to keep in mind legibility, making sure fonts are easy to read, and work on mobile devices. It is also critical to consider spacing and make sure links are spaced at least 5 millimeters or more apart. The core principle is that tap targets should be easy to find, easy to read, and easy to click. After all, these links are the ones your users are trying to use in order to do business with you. WATCH TAP TARGETS
  28. 28. cognitelabs.com Share this eBook:28 SIZE FONT TO BE READ We’ve all been on a mobile website where the font was too small. We pinch and zoom before realizing we don’t really care that much. So, we tap “back.” Just as we want our links and tap targets to be appropriately-sized and accessible, your font should also be sized appropriately, so that visitors can read your content. In our study, 18% of the sites we reviewed had font too small to read on a mobile device. Pull up your company’s website on your phone. We’ll wait. Now, look at it and ask yourself, “Can any user read this? Without pinching and zooming?” If the answer is no, then chances are your readers are abandoning your site. WHAT DOES THAT SAY?
  29. 29. cognitelabs.com Share this eBook:29 Google recommends sizing fonts using pixels as a unit of measure. The best approach is to find a base size for the font, say 16px, and size additional fonts (headings, subheadings) according to the base size. In addition to font size, you should also take a look at your font color. Make sure that the font is not the same color as the background. Or even close in color. Choose colors that provide enough contrast for the font to be legible. Another rule of thumb is to avoid using too many different kinds of font. Too many different fonts on the same page can be overwhelming. With type, less is more. If you have more than three to five font selections, reduce. Finally, be aware of your font spacing. Choose fonts that have a good amount of horizontal spacing, as well as vertical height. Alternatively, use media queries to configure spacing attributes, such as line height and character spacing, manually. SETTING YOUR FONT SIZE FONT TO BE READ
  30. 30. cognitelabs.com Share this eBook:30 MAKE SURE CONTENT FITS SIZE STILL MATTERS There are certain things users expect when opening a webpage. They expect the page to fit their screen. They expect to scroll vertically, but not horizontally. And they expect images to scale properly. In our study, 8% of the websites we looked at had content that didn’t fit the screen properly. In general this happens because, once the viewport setting is declared, static content such as images and videos aren’t properly resized to match the viewport. There are a few ways to fix this, such as using differently sized content for differently sized screens or adjusting content using media queries.
  31. 31. cognitelabs.com Share this eBook:31 AVOID PLUGINS FLASH FAIL One way to speed up your site - and make it less annoying to visitors at the same time - is to remove plugins from your site. While plugins, such as Flash or Microsoft Silverlight allow pages to play rich media or stream video, they are often the cause of device hangups, crashes, and security vulnerabilities. They can also drain battery life, which we all know is precious on our devices. Instead, use HTML5 alternatives to these plugins. These alternatives are faster, work better with mobile devices, and can be crawled and indexed by search engines, like Google. If your site depends heavily on the use of plugins, you may be due for a fairly significant redesign.
  32. 32. Share this eBook:cognitelabs.com CHAPTER 4 CONCLUSION
  33. 33. cognitelabs.com Share this eBook:33 CONCLUSION A few weeks ago, I got curious about how much time I spent looking at a mobile screen. I was shocked to discover that I spent hours each day interacting with content, applications, and websites on my phone. It seems I’m not alone. Google’s April update, which gave additional weight to mobile-friendly sites, intended to address this trend. Still, in our review of over 500 websites for local businesses, we found that over 60% failed Google’s mobile-friendly test. We were shocked. And so we set out to publish this book in order to help our local businesses recognize this trend and do something about it. IT’S A NEW WORLD. WITH OPPORTUNITY. In our experience, most businesses try hard to serve their customers well and want the story of their excellence to be reflected throughout their organization - from their sales and marketing collateral through to their customer service. For many businesses, this is an important next step. Think about your own experience. How much time did you spend using your phone this morning, before you got into the office? What about at lunch? What about in between? What were you doing during that time? And what did you do when you got to a site that was difficult to navigate or use? Your business’ visitors aren’t much different. They want to do business with you. But you have to meet them halfway. You have to serve them…with the same excellence you serve them when they’re buying from you. In fact, your site can help them buy more from you.
  34. 34. cognitelabs.com Share this eBook:34 CONCLUSION And this is the opportunity. With so many sites unprepared for mobile search, this is the time to leapfrog your competitors. Not just in search, but in serviceability. More visitors = more leads = more business = more opportunity to shine. It’s a virtuous circle. A FEW QUICK TIPS We’ll be honest - there’s a chance that there will be a lot of effort involved in updating your site to be mobile-friendly, especially if you have a lot of content. You should budget for it and be prepared to work with a developer who can help you architect user experiences that help visitors accomplish important goals and interact in meaningful ways. Designing for mobile is as much about designing for experience as it is making it look nice. To make it easier for you to know the minimum things you should consider, we’ve created a handy checklist, which you can download for free. Just tap the image (see what we did there? 😉)
  35. 35. cognitelabs.com Share this eBook:35 CONCLUSION THE FUTURE IS MOBILE Your current and future customers are using their phones just as much - if not more - than you are. They’re busy and they want answers to their questions and solutions to their problems, fast. Those companies that are prepared to meet them where they are and make it really easy to interact in meaningful, important ways will leapfrog their competition. Will your company be the one who leaps? Or the one leapt over? THE AUTHORS DO YOU WANT TO BE THE COMPANY WHO LEAPS, BUT NEED HELP GETTING STARTED? GET A FREE SITE AUDIT AND WE’LL SEND YOU SOME PERSONALIZED POINTERS! JESSE FLORES JENN KRUGER Partner, CogniteLabs Writer, CogniteLabs @jflores1c GET MY FREE AUDIT! ARE YOU LOOKING TO ACCELERATE GROWTH? GET OUR WEEKLY NEWSLETTER TO HAVE GROWTH HACKS, TOP TOOLS, AND HIGH-GROWTH STATEGIES SENT RIGHT TO YOUR INBOX! SEND ME GROWTH HACKS!
  36. 36. Share this eBook:cognitelabs.com Appendix METHODOLOGY
  37. 37. cognitelabs.com Share this eBook:37 METHODOLOGY When we got the idea to explore how businesses were adapting to changes in user behavior on mobile devices, we decided to explore the websites of local companies. The Sample Data To generate our sample, we randomly selected the websites of each of the companies that were members of the Lansing Regional Chamber of Commerce. We obtained the data by reviewing the websites of all the members in the online directory. After we weeded out duplicate websites, we were left with 510 unique URLs. Because these websites were from members of our local chamber - and our chamber is diverse - the sample reflected businesses of varied size from various industries. A SIMPLE QUESTION. AN INVOLVED PROCESS. Analyzing the Data As data were being categorized, they received a “checkmark” each time that a certain error was thrown. Thus, a website that had text too small to read and one with links too close together would receive two checkmarks because, from the perspective of Google’s tool, those were two separate errors. Once the data was tabulated, we ran some simple min/ max/mean statistics, as well as calculated some basic statistical distributions in order to understand the data. The Evaluation Process Once we had our sample, we ran each one through Google’s Mobile-Friendly test. To our surprise, there weren’t any broken URLs or URLs that returned errors. Jenn Kruger was instrumental in this process. She went through each result and categorized the errors, based on Google’s feedback.
  38. 38. cognitelabs.com Share this eBook:38 Analyzing the Data (continued) Data in tow, we generated the charts you saw in the opening chapters and started to dive more deeply into the specific errors, which became the content of this book. Did you find this book interesting? Know anyone else who might? Then, be a mensch and send it to them! METHODOLOGY

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