How Publishers Can Engage Mobile Users

According to eMarketer, US adults spent about 3 hours and 35 minutes per day on their mobile devices in 2018. Mobile usage has increased year-after-year, and for publishers, this means creating an optimized mobile experience is essential for maximized performance. Here are 3 quick tips that can help:

Seamless Design and Navigation

It your mobile website looks exactly the same as your site on desktop, it probably isn’t as responsive and optimized as it could be.

Mobile users want to consume content quickly and seamlessly. It’s essential that your mobile site is easy to read and navigate. Nothing is more frustrating than having to retype in information or trying to tap a button that is too small. Your buttons should be easily legible and easy to click on, and your landing pages should be clear and concise. If your desktop website is text-heavy, try breaking it up into shorter sections so it’s easier to digest on mobile.

A clear CTA is also an important aspect of an optimized mobile site. For example, CTAs such as “contact us” or “register now” that float on the page make it easier for users to take action. A search and navigation bar that are always visible are also great ways to help users quickly find what they are looking for.

For more ideas on how to improve your mobile site, check out these great examples.

Ensure Your Loading Time is Fast

Consumers have little patience when it comes to load time on mobile sites. In fact, nothing will cause users to abandon your site faster than a slow loading time. According to Think with Google, a one-second delay can impact your conversion rates by up to 20%. There are a few quick ways to improve your page speed. For example, ensure that your graphics are compressed, enable caching and eliminate any unnecessary code.

If you’re unsure how to test your page speed, Google has a free tool, Test My Site, that gives you the necessary insights you need. It even allows you to compare your page speed to your competition, so you can stay ahead of the curve. A good rule of thumb is that if your site takes more than three seconds to load, you’re already losing page views.

Don’t be Disruptive

What’s worse than getting a pop up ad on your desktop device? Getting a pop up ad that takes over your entire mobile screen, and then being unable to click out of it. Thankfully, native advertising is here to help. Native ads are great because they provide an unobtrusive experience and blend in with the flow of the content on your mobile site. From easier conversion attribution to advanced targeting capabilities, native advertising on mobile provides the opportunity to optimize the user experience better than any other format.

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