There are several crucial considerations for designing mobile user experiences as related to websites in digital marketing. First and foremost, the company’s website should be properly optimized for mobile devices (Chaffey and Smith, 2017). It is particularly important since Google algorithms push the website down in the search results list if it does not correspond to the criteria of mobile optimization (Rowles, 2017). In practice, optimization means adjusting object size according to the screen size and input method, which generally means larger buttons and font sizes that would be easier to use on a small-screen device (Ballard, 2007). Secondly, the design for mobile user experience should also capitalize on the gadget’s capacity for calling and navigating, which is why a phone number and a direct navigational link should always be featured in the company’s Google My Business (Kingsnorth, 2016). These two considerations are crucial for designing a good mobile user experience with websites.
Sites aside, mobile users tend to spend more of their time in applications. The first consideration crucial for designing user experience in this regard is the importance of in-app marketing – that is, integrating marketing into mobile applications. For example, Kumara Idn., a small photography services provider, was able to improve its sales results with Instagram advertising (Agustriyana et al., 2021). Another concern is to design and display ads in a way that would not irritate the user, especially considering the smaller screen size. Research suggests that side panels are the best option, and pop-up ads irritate users and are to be avoided (Smith, 2001). However, clothing retailer Revolve offers an example of an ad that is effective despite being a pop-up because it offers an immediate discount to a first-time buyer and, thus, is beneficial to the user (Smithy, 2021). This example suggests that avoiding pop-ups is a less important consideration in designing the mobile user experience than the other three listed above.
Agustriyana, D., et al. (2021). ‘Optimizing practices: Digital marketing to increase sales results of Kumara Photography Services. Idn amid the Covid-19 pandemic.’ Psychology and Education, 58(1), 6155-6163.
Ballard, B. (2007). Designing the mobile user experience. Hoboken: Wiley.
Chaffey, D. and Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing, and integrating online marketing. 5th edn. London: Routledge.
Kingsnorth, S. (2016). Digital marketing strategy: An integrated approach to online marketing. 2nd edn. London: Kogan Page.
Rowles, D. (2017). Mobile marketing: How mobile technology is revolutionizing marketing, communications, and advertising. 2nd edn. London: Kogan Page.
Smith, B. (2021). 7 surprisingly effective pop-up advertising strategies. Web.
Smith, K. T. (2011). ‘Digital marketing strategies that millennials find appealing, motivating, or just annoying.’ Journal of Strategic Management, 19(6), pp. 489-499.