Having a website that works well on mobile phones is a key strategy in modern internet marketing no matter what your goals are with your campaign. If you are looking to redesign for a more mobile-friendly site there are a lot of things to consider before you dive in. For one thing you will need to choose between responsive web design and behavioral web design or BWD. Using a BWD or an active web design allows you to employ a step by step design process using analytics data and testing. If you are looking to do a full website redesign BWD is a good choice because you will have a six to twelve month redesign cycle and it will give you the best odds of success. Once you make a choice about redesign methods you can start the process and figure out the best plan for completing the task.
Value Proposition and Calls to Action
When in the process of a redesign it is important to keep your old website around so you will have the opportunity to test some things before you make the final move. As you work on redesign you can do some A/B tests on your existing site so you ca see the difference on your new site. Some questions to ask yourself when testing are what is working on your current site and what is not working. You need to test out your value proposition which is basically the combination of copy, images and offers that inform the visitor that they are in the right place for what they are looking for. Using the right language to communicate key information as well as powerful images can help connect with your visitors as soon as they reach the site. Your mobile site should also have calls to action with the right kind of language that will convince them to move to the next step. Test calls to action in exit-intent popovers, entrance popovers, and scroll triggered overlays can be carried over to the new site.
Building Trust in Your Brand
Your mobile site should offer visitors information about return policies to help you handle risk reversal. Visitors often fear that they might purchase the wrong product or get spammed after filling out a form. You need to build trust among your visitors and strategically place brand logos and symbols on your mobile site so that consumers know who you are. You can also place logos of other trusted brands if your company is a member of an association or you carry certain certifications that people might recognize. Your mobile design should include an effective landing page that stands apart from the main site and is well-designed for high conversion rates. For each new decision you make about your mobile site you should test any suggestions on your current site to make sure they will work with the redesign.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.