Responsive web design (RWD) is a setup where the server always sends the same HTML code to all devices and CSS is used to alter the rendering of the page on the device. Google’s algorithms should be able to automatically detect this setup if all Googlebot user agents are allowed to crawl the page and its assets (CSS, JavaScript, and images).
The meta viewport tag gives the browser instructions on how to adjust the dimensions and scaling of the page to the width of the device. When the meta viewport element is absent, mobile browsers default to rendering the page at a desktop screen width (usually about 980px, though this varies across devices). Mobile browsers then try to make the content look better by increasing font sizes and either scaling the content to fit the screen or showing only the part of the content that fits within the screen.
For users, this means that font sizes may have an inconsistent appearance, and users may have to double-tap or pinch-to-zoom in order to be able to see and interact with the content. For Google, we might not judge a page as mobile-friendly because it requires this kind (or type) of interaction on a mobile device.
On the left is a page without a meta viewport specified - the mobile browser therefore assumes desktop width and scales the page to fit the screen, making the content hard to read. On the right is the same page with a viewport specified that matches the device width - the mobile browser doesn't scale the page and the content is readable.
For responsive images, include the <picture> element.
As a general rule, if your site works in a recent browser such as Google Chrome or Apple Mobile Safari, it would work with our algorithms.
We recommend using responsive web design because it:
- Makes it easier for users to share and link to your content with a single URL.
- Helps Google’s algorithms accurately assign indexing properties to the page rather than needing to signal the existence of corresponding desktop/mobile pages.
- Requires less engineering time to maintain multiple pages for the same content.
- Reduces the possibility of the common mistakes that affect mobile sites.
- Requires no redirection for users to have a device-optimized view, which reduces load time. Also, user agent-based redirection is error-prone and can degrade your site’s user experience (see Pitfalls when detecting user agents" section for details).
- Saves resources when Googlebot crawls your site. For responsive web design pages, a single Googlebot user agent only needs to crawl your page once, rather than crawling multiple times with different Googlebot user agents to retrieve all versions of the content. This improvement in crawling efficiency can indirectly help Google index more of your site’s content and keep it appropriately fresh.
- If you’re interested in responsive web design, start with our blog post on Webmaster Central and visit the Web Fundamentals site.
Important: Be sure not to block the crawling of any page assets (CSS, JavaScript, and images) for any Googlebot using robots.txt or other methods. Being able to fully access these external files will help our algorithms detect your site's responsive web design configuration and treat it appropriately.
Caution: Visit our common mistakes section to make sure you don't run into one.
JavaScript
One part of building mobile-friendly sites that requires careful consideration is the use of JavaScript to alter the rendering and behavior of the site on different devices. Typical uses of JavaScript include deciding which ad or which image resolution variant to show in the page.
This section describes different approaches to using JavaScript and how they relate to Google’s recommendation of using responsive web design.
Common configurations
Three popular implementations of JavaScript for mobile-friendly sites are:
JavaScript-adaptive: In this configuration, all devices are served the same HTML, CSS, and JavaScript content. When the JavaScript is executed on the device, the rendering or behavior of the site is altered. If a website requires JavaScript, this is Google’s recommended configuration.
Combined detection: In this implementation, the website uses both JavaScript and server-side detection of device capabilities to serve different content to different devices.
Dynamically-served JavaScript: In this configuration, all devices are served the same HTML, but the JavaScript is served from a URL that dynamically serves different JavaScript code depending on the device’s user-agent.
Let’s look at each of these configurations in detail.
JavaScript-adaptive
In this configuration, a URL serves the same contents (HTML, CSS, Javascript, an image) to all devices. Only when the JavaScript is executed on the device is the rendering or behavior of the site altered. This is similar to how responsive web design, using CSS media queries, works.
As an example, a page serves all devices the same HTML which includes a <script> element that requests an external URL that serves the JavaScript. All devices requesting the JavaScript’s URL get the same code. When executed, the JavaScript detects the device and decides to alter something about the page, say to include a smartphone-friendly image or ad code instead of the desktop alternatives.
This configuration is very closely related to responsive web design and our algorithms can detect this setup automatically. Further, this configuration does not have a requirement for the Vary HTTP header because the URLs of the page and its assets do not dynamically serve content. Because of these advantages, if your website requires the use of JavaScript, this is our recommended configuration.
Combined detection
Combined detection is a setup where the server works in tandem with JavaScript on the client to detect the device’s capabilities and alter the content being served.
For example, a site may choose to alter the rendering of the content based on whether the device is a desktop or smartphone. In this case, the website can include JavaScript that detects the screen dimensions, which are then sent to the server that updates or alters the code sent to the device. Typically, the JavaScript stores the detected device capabilities in a cookie that the server reads on subsequent visits from the same device.
Given that the server returns different HTML to different user-agents, combined detection is considered a type of dynamic serving configuration. The details are described in full in the dynamic serving section, but to briefly summarize, the website should include the “Vary: User-agent” HTTP response header when a URL that serves different HTML content to different user-agents is requested.
Dynamically-served JavaScript
In this configuration, all devices are served the same HTML which includes a <script> element to include an external JavaScript file that can have different content depending on the requesting user-agent. That is, the JavaScript code is dynamically served.
In this case, we recommend that the JavaScript file be served with the “Vary: User-agent” HTTP header. This is a signal to Internet caches and Googlebot that the JavaScript can be different for different user agents, and is a signal for Googlebot to crawl the JavaScript file using different Googlebot user-agents.
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Mobile website design experts Anna Dahlström, Dean Evans and Sam Hampton-Smith share their best advice for those involved in pages for mobile devices.
In the last few years mobile design has exploded, but knowing what to do and where to start can be tricky. Mobile website design is not just a question of choosing between a mobile website or an app – there are a range of options in between and aspects to take into account. To help you out, we have gathered together 30 top tips on what to consider when defining your mobile strategy and designing for mobile.
Note that we are focusing on on mobile website design and, to a lesser extent, app design, but not responsive websites – take a look at our article on how to make an app and our roundup of responsive web design tutorials if that's what you're interested in.
01. Think ahead - define your objective now and for the future
Mobile website design tips 1
Devices change, but objectives should stay consistent (image source: http://www.flickr.com/photos/adactio/6153481666)
We're in a time when technological advances happen quickly in mobile website design, and new players are constantly being introduced. Consider how the first iPad came in the summer of 2010 and the Apple Watch in 2015; it's safe to assume that even just two years from now things will very different to today.
As much possible we need to build something which can be evolved a year or two from now rather than require a complete redesign. So define your immediate mobile website needs as well as your longer term ones and cosider the pros and cons of the value that doing an app brings vs investing in a site that works across devices.
02. Know your target audience and what they use
Knowing what type of device people are viewing your mobile website on is key for guiding the design process and your mobile website strategy. Though many people have smartphones, don't assume that everyone does, or that they all have an iPhone or Android phone. Instead look into what devices your target audience actually are using with the help of analytics or research.
Other things to consider is how your target audience use their phone and for what as well as if they have a reliable internet connection. The latter is particularly important if, for example, your users will fill in forms on their mobile devices.
03. Understand mobile website usage and behaviour patterns
Mobile website design tips 3
Understand how your audience is interacting with their devices (image source: http://www.flickr.com/photos/jorgeq82/4732700819)
There are a range of misconceptions regarding mobile website usage that can lead to misleading design decisions. One of the most common ones are how mobile users are always rushed and on the go, or that we're only interested in certain things when we use our mobile phones.
In fact a big portion of our mobile website usage happens when we have time to kill or when we're sat at home in the sofa and that impacts how we should approach things.
It's better to base your design decisions on the theory that we're increasingly using our phones for the same tasks as we do on desktop, as this is actually what's already happening. But as much possible do research into the specifics for your target audience to understand what's true for them.
04. Understanding tasks and context
In the early days of mobile usage there was a stronger relationship between tasks and context. Limitations with devices as well as how we experienced the internet on them meant that the tasks we carried out were quite limited. If someone accessed our site on a mobile device we could assume they were on the go and after something specific.
Today mobile devices are used anywhere and everywhere and increasingly for the same tasks as a desktop. Though context is still an important consideration, it's in the form of how our surroundings impact our usage rather than that the context we're in equals a set number of tasks that we want to carry out.
05. Try to avoid bespoke mobile site
So how do you decided what to do with your mobile website? Limitations with current technical solutions like a CMS may make building a bespoke mobile website necessary. But if possible try to avoid building separate mobile sites. In the long run these will be more costly and time consuming to maintain as it means doing bespoke ones for different devices.
Building something which works on as many devices as possible will provide you with the best setup for focusing your resources and budget on the content rather than maintenance.
06. Keep core content the same
Mobile website design tips 6
Content is the core to your mobile offering (image source: http://www.flickr.com/photos/sepblog/3649959481/)
As users increasingly are using their mobile devices for the same tasks as on desktops and due to this expect an equal and continuous journey across devices, there is a strong argument that your mobile website should be a reflection of your desktop version.
People do click the 'desktop version' link, particularly when served with a very limited mobile website, or a site that is substantially different structurally or visually to what they are used to. So try to keep the core content the same and keep in mind how the user will move from one device to another and what that should mean for their experience.
07. Optimise for mobile
Just because you keep the core content the same doesn't mean that you shouldn't or can't optimise your mobile website. On the contrary you should optimise both display of content, interactions where appropriate to make them better for touch and look at using built in device capabilities.
Mobile provides great opportunities for creating even better and more tailored experiences than on desktop and these can still be achieved even if you don't build a bespoke mobile website or app.
08. Look at entry points as a guide for whether to do an app or not
Mobile website design tips 8
Look at entry points for users (image source: http://www.flickr.com/photos/slieschke/2202041617)
Apps are great for more focused and personal experiences and if you're considering supplementing your offering with an app using analytics and looking at entry points can be a first guide. If the majority of your users arrive via direct traffic this could indicate that they bookmark your URL and that an app icon on the home screen would be of value. If most of your traffic comes via shared links an app alone won't cut it as people need to be able to get to your content even if they haven't installed your app.
09. Use analytics to define what devices to focus on
Mobile website design tips 9
Ah, the BlackBerry 9780. Classic
Consulting analytics is also great for defining what devices to focus on in terms of operating system, version, or screen size. For example, in Google analytics you can see a breakdown of the devices that are being used, the divide between different operating systems as well as what versions of each operating system that is being used.
10. Consider the different types of apps
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If you have identified that you need an app look into what type of app that is right for you. Native apps like Instagram are built specifically for each operating system. Due to that they often provide the most device optimised experience but it does mean maintaining bespoke code bases.
An alternative is hybrid apps like Facebook that are based around HTML5 and JavaScript, using a wrapper to provide native capabilities. This means fewer versions to maintain but can be timely to get the functionality to be app like. What to choose depends amongst other things on your objectives, budget and how often you need to update your content.
11. Adhere to UI guidelines and patterns
Every operating system has a set of UI and interaction principles that their users are used to. If you create an Android app don't just take your iOS app design and use it as is but optimise and recognise that each operating system is different. Learning what makes them different and adhering to the guiding principles will make your app easier to use.
12. Consider backwards compatibility and fragmentation
Mobile website design tips 12
Consider fragmentation (image source: http://developer.android.com/about/dashboards/index.html)
When it comes to doing apps it's not as simple as iOS and Android. Each operating system has different versions and not every user will be on the latest one. Adoption rates of new versions varies and whilst it's fairly rapid for iOS it's slower and as a result more fragmented for Android. Make sure you don't just design your mobile website for the latest versions but that the versions that your target audiences will primarily be on are covered.
13. Define your grid and breakpoints
Mobile website design tips 13
Define your grid (image source: http://foundation.zurb.com/docs/layout.php)
When it comes to responsive design, defining your grid and breakpoints is the backbone of your mobile website design. There are a number of tools to help you define both the number of columns, their width and the gutters as well as providing guidance for how these will work on mobile websites and smaller screens. In some cases a fixed approach where the width remains the same is more appropriate. In some a fluid approach or a combination of the two.
But the grid and your breakpoints, i.e. the different screen resolutions that change the display of content from one layout to the next, is your trusted friend when it comes to responsive and making your site modular.
14. Mobile or desktop first - where do you start
Mobile website design tips 14
Where do you start? (image source: http://www.flickr.com/photos/chr/5805931302/)
Designing for mobile first is still a hot topic. Some people are more comfortable with it. Others less so. As with everything there is seldom a right or wrong approach.
The key is to focus on the content and having smaller screens in mind, but whether that is done with sketches for mobile being made along the way whilst the more detailed definitions are done for desktop first doesn't really matter. As long as you consider your content, why it's there and how it should behave across devices. Start where you feel comfortable but experiment with both.
15. Define your content stacking strategy
Mobile website design tips 15
Define your content stacking strategy
Unless you define how the different content modules in your columns are going to behave the modules in the left column will be placed at the top as you move to a smaller screen, followed by the middle column modules below and lastly the right column at the bottom. This seldom equates to the order of importance of the individual content modules.
To ensure your content is displayed properly from desktop to mobile or vice versa you need to define how the content modules are going to stack and reorder themselves. Use a simple number approach to start with, sketch out how the display of the content would change and take it to the rest of the team to work through. Get development to prototype it and do further definition where needed.
16. Don't forget the navigation
An often overlooked area which is starting to get more attention when it comes to responsive design is the navigation. Brad Frost has written some excellent posts on the matter outlining different options as well as pros and cons with each. Read them and define how navigation is going to work on your mobile website, rather than leave it up to development to define.
17. Don't be afraid to challenge what's already out there
Mobile website design tips 17
Challenge what's already out there (image source: http://www.flickr.com/photos/nhuisman/3168683736)
The web is full of great pattern libraries and tutorials. Learn from them and take inspiration but don't be afraid to come up with something new or challenge what is already out there. Established patterns are great but pushing boundaries is what brings us forward and in the world of mobile things are moving fast.
18. Not every page/screen needs a wireframe/design
Mobile website design tips 18
Not everything needs to be designed (image source: http://www.flickr.com/photos/saucef/7184615025/)
It's easy to get trapped in that everything needs to be defined. But every page or view for every screen size or orientation does not need a wireframe or design. Use analytics as a guide for what to focus on, work closely with the development and the design team and find a way and level of definition that works best for you and your project. But try to avoid e.g. doing wireframes for each main screen size and orientation. A lot of that can be handled with a master set and sketches for the rest.
download uc mini browser app
vidmate download for hd video
Mobile website design experts Anna Dahlström, Dean Evans and Sam Hampton-Smith share their best advice for those involved in pages for mobile devices.
In the last few years mobile design has exploded, but knowing what to do and where to start can be tricky. Mobile website design is not just a question of choosing between a mobile website or an app – there are a range of options in between and aspects to take into account. To help you out, we have gathered together 30 top tips on what to consider when defining your mobile strategy and designing for mobile.
Note that we are focusing on on mobile website design and, to a lesser extent, app design, but not responsive websites – take a look at our article on how to make an app and our roundup of responsive web design tutorials if that's what you're interested in.
01. Think ahead - define your objective now and for the future
Mobile website design tips 1
Devices change, but objectives should stay consistent (image source: http://www.flickr.com/photos/adactio/6153481666)
We're in a time when technological advances happen quickly in mobile website design, and new players are constantly being introduced. Consider how the first iPad came in the summer of 2010 and the Apple Watch in 2015; it's safe to assume that even just two years from now things will very different to today.
As much possible we need to build something which can be evolved a year or two from now rather than require a complete redesign. So define your immediate mobile website needs as well as your longer term ones and cosider the pros and cons of the value that doing an app brings vs investing in a site that works across devices.
02. Know your target audience and what they use
Knowing what type of device people are viewing your mobile website on is key for guiding the design process and your mobile website strategy. Though many people have smartphones, don't assume that everyone does, or that they all have an iPhone or Android phone. Instead look into what devices your target audience actually are using with the help of analytics or research.
Other things to consider is how your target audience use their phone and for what as well as if they have a reliable internet connection. The latter is particularly important if, for example, your users will fill in forms on their mobile devices.
03. Understand mobile website usage and behaviour patterns
Mobile website design tips 3
Understand how your audience is interacting with their devices (image source: http://www.flickr.com/photos/jorgeq82/4732700819)
There are a range of misconceptions regarding mobile website usage that can lead to misleading design decisions. One of the most common ones are how mobile users are always rushed and on the go, or that we're only interested in certain things when we use our mobile phones.
In fact a big portion of our mobile website usage happens when we have time to kill or when we're sat at home in the sofa and that impacts how we should approach things.
It's better to base your design decisions on the theory that we're increasingly using our phones for the same tasks as we do on desktop, as this is actually what's already happening. But as much possible do research into the specifics for your target audience to understand what's true for them.
04. Understanding tasks and context
In the early days of mobile usage there was a stronger relationship between tasks and context. Limitations with devices as well as how we experienced the internet on them meant that the tasks we carried out were quite limited. If someone accessed our site on a mobile device we could assume they were on the go and after something specific.
Today mobile devices are used anywhere and everywhere and increasingly for the same tasks as a desktop. Though context is still an important consideration, it's in the form of how our surroundings impact our usage rather than that the context we're in equals a set number of tasks that we want to carry out.
05. Try to avoid bespoke mobile site
So how do you decided what to do with your mobile website? Limitations with current technical solutions like a CMS may make building a bespoke mobile website necessary. But if possible try to avoid building separate mobile sites. In the long run these will be more costly and time consuming to maintain as it means doing bespoke ones for different devices.
Building something which works on as many devices as possible will provide you with the best setup for focusing your resources and budget on the content rather than maintenance.
06. Keep core content the same
Mobile website design tips 6
Content is the core to your mobile offering (image source: http://www.flickr.com/photos/sepblog/3649959481/)
As users increasingly are using their mobile devices for the same tasks as on desktops and due to this expect an equal and continuous journey across devices, there is a strong argument that your mobile website should be a reflection of your desktop version.
People do click the 'desktop version' link, particularly when served with a very limited mobile website, or a site that is substantially different structurally or visually to what they are used to. So try to keep the core content the same and keep in mind how the user will move from one device to another and what that should mean for their experience.
07. Optimise for mobile
Just because you keep the core content the same doesn't mean that you shouldn't or can't optimise your mobile website. On the contrary you should optimise both display of content, interactions where appropriate to make them better for touch and look at using built in device capabilities.
Mobile provides great opportunities for creating even better and more tailored experiences than on desktop and these can still be achieved even if you don't build a bespoke mobile website or app.
08. Look at entry points as a guide for whether to do an app or not
Mobile website design tips 8
Look at entry points for users (image source: http://www.flickr.com/photos/slieschke/2202041617)
Apps are great for more focused and personal experiences and if you're considering supplementing your offering with an app using analytics and looking at entry points can be a first guide. If the majority of your users arrive via direct traffic this could indicate that they bookmark your URL and that an app icon on the home screen would be of value. If most of your traffic comes via shared links an app alone won't cut it as people need to be able to get to your content even if they haven't installed your app.
09. Use analytics to define what devices to focus on
Mobile website design tips 9
Ah, the BlackBerry 9780. Classic
Consulting analytics is also great for defining what devices to focus on in terms of operating system, version, or screen size. For example, in Google analytics you can see a breakdown of the devices that are being used, the divide between different operating systems as well as what versions of each operating system that is being used.
10. Consider the different types of apps
Advertisement
If you have identified that you need an app look into what type of app that is right for you. Native apps like Instagram are built specifically for each operating system. Due to that they often provide the most device optimised experience but it does mean maintaining bespoke code bases.
An alternative is hybrid apps like Facebook that are based around HTML5 and JavaScript, using a wrapper to provide native capabilities. This means fewer versions to maintain but can be timely to get the functionality to be app like. What to choose depends amongst other things on your objectives, budget and how often you need to update your content.
11. Adhere to UI guidelines and patterns
Every operating system has a set of UI and interaction principles that their users are used to. If you create an Android app don't just take your iOS app design and use it as is but optimise and recognise that each operating system is different. Learning what makes them different and adhering to the guiding principles will make your app easier to use.
download uc mini browser app
vidmate download for hd video
Mobile websites have begun to look, work, and perform better than ever as we have progressively begun to consider various device sizes in our designs.
The restrictive nature of mobile has forced marketers, designers, and developers to consider the implications of specific functionality on smaller screen sizes.
This allows the best responsive to separate themselves and stand out as amazing examples of excellently executed mobile web design.
Research has shown that 91% of all mobile users have their mobile devices within reach 24/7. That is a constant opportunity for your business to make a positive impression on its prospects.
Learn how to create the best experience possible on mobile devices in this on-demand webinar!
Watch it Now
In order to ensure your website is making a positive impact, make sure you consider mobile functionality as you brainstorm desktop designs for it. Recognize the most important information and what elements can be removed to lighten the experience when browsing on mobile.
Some experts even advocate for a mobile first approach but warn that there are some pros and cons to the technique.
The goal is to make your pages engaging and user-friendly, without overstuffing them with too much functionality and information.
If you are looking for some ideas on how to develop an effective mobile web design, consider taking a look at a few of these companies’ mobile sites.
1. Abercrombie & Fitch
Best Mobile Websites Abercrombie
Abercrombie & Fitch uses a basic color palette combined with beautiful photography to draw the user's eyes to the products, rather than the elements of the site.
The simplicity of the homepage presents the user with clear options to begin shopping, which is the main purpose of the web page. The promotion/advertisement bar at the top of the page is also a great addition to encourage action and draw attention to sales.
For their mobile navigation, Abercrombie & Fitch keeps all their clothing options and categories under their mobile menu. Arrows signify whether or not there are more options under each item.
Each individual item is displayed on a clean page that allows you to easily find important details, and the big “Add to Bag” button is the most noticeable element on the page. Other important information, such as shipping details and clothing specs, are kept under accordion-style dropdowns to shorten the page and gives the user the option to access it if need be.
By keeping a monochromatic style and minimizing design elements, Abercrombie has allowed their clothing to stand out as the main attraction. After all, it's there product they want you focusing on, not the site's mobile web design.
2. Bookingcom
Best Mobile Websites Booking.com
Booking.com gets right to the point on their mobile homepage which allows the user to easily begin searching for a hotel or room in your specified area. By choosing yellow as the background color, the user's attention is immediately drawn to the form with a clear call-to-action at the bottom of the section.
The search itself is about as detailed as you would expect but in a very functional mobile format. Each hotel includes pictures, ratings, and pricing information. There's even a sorting option to further narrow down what you’re looking for.
Once you click on one of the choices, you are met with more extensive details about the location and options to change any of the information you initially searched with. To create further incentive to buy, there's a small red bubble that tells you if others are also looking at the same hotel.
The amount of information that booking.com was able to pack into theirs sites mobile web design without sacrificing its visual appeal is extremely impressive.
download uc mini browser app
vidmate download for hd video
Mobile websites have begun to look, work, and perform better than ever as we have progressively begun to consider various device sizes in our designs.
The restrictive nature of mobile has forced marketers, designers, and developers to consider the implications of specific functionality on smaller screen sizes.
This allows the best responsive to separate themselves and stand out as amazing examples of excellently executed mobile web design.
Research has shown that 91% of all mobile users have their mobile devices within reach 24/7. That is a constant opportunity for your business to make a positive impression on its prospects.
Learn how to create the best experience possible on mobile devices in this on-demand webinar!
In order to ensure your website is making a positive impact, make sure you consider mobile functionality as you brainstorm desktop designs for it. Recognize the most important information and what elements can be removed to lighten the experience when browsing on mobile.
Some experts even advocate for a mobile first approach but warn that there are some pros and cons to the technique.
The goal is to make your pages engaging and user-friendly, without overstuffing them with too much functionality and information.
If you are looking for some ideas on how to develop an effective mobile web design, consider taking a look at a few of these companies’ mobile sites.
1. Abercrombie & Fitch
Best Mobile Websites Abercrombie
Abercrombie & Fitch uses a basic color palette combined with beautiful photography to draw the user's eyes to the products, rather than the elements of the site.
The simplicity of the homepage presents the user with clear options to begin shopping, which is the main purpose of the web page. The promotion/advertisement bar at the top of the page is also a great addition to encourage action and draw attention to sales.
For their mobile navigation, Abercrombie & Fitch keeps all their clothing options and categories under their mobile menu. Arrows signify whether or not there are more options under each item.
Each individual item is displayed on a clean page that allows you to easily find important details, and the big “Add to Bag” button is the most noticeable element on the page. Other important information, such as shipping details and clothing specs, are kept under accordion-style dropdowns to shorten the page and gives the user the option to access it if need be.
By keeping a monochromatic style and minimizing design elements, Abercrombie has allowed their clothing to stand out as the main attraction. After all, it's there product they want you focusing on, not the site's mobile web design.
2. Booking.com
Best Mobile Websites Booking.com
Booking.com gets right to the point on their mobile homepage which allows the user to easily begin searching for a hotel or room in your specified area. By choosing yellow as the background color, the user's attention is immediately drawn to the form with a clear call-to-action at the bottom of the section.
The search itself is about as detailed as you would expect but in a very functional mobile format. Each hotel includes pictures, ratings, and pricing information. There's even a sorting option to further narrow down what you’re looking for.
Once you click on one of the choices, you are met with more extensive details about the location and options to change any of the information you initially searched with. To create further incentive to buy, there's a small red bubble that tells you if others are also looking at the same hotel.
The amount of information that booking.com was able to pack into theirs sites mobile web design without sacrificing its visual appeal is extremely impressive.
3. Texas Roadhouse
Best Mobile Websites Texas Roadhouse
Texas Roadhouse does a great job of encouraging users to find a location nearest to them to visit. Rather than using scrolling banner ads like many other sites, Texas Roadhouse opts for a single image that improves loading time and supplements their call-to-action. Their slider gives them the option to add multiple banners while keeping the page short and concise.
There isn't a large amount of excess information on the sites mobile web design, which really helps to keep the customer focused. As a restaurant, the most important information is what you serve and your locations, and Texas Roadhouse really nails those points. Their navigation allows users to easily navigate through their menu options and read information about each choice.
Their website also loaded the fastest out of all of the mobile sites listed here, which is extremely important if your stomach is growling and you just want to find where to grab a steak!
4. Klondike Bar
Best Mobile Websites Klondike
What would you do for a Klondike Bar? Would you drive around town searching for a store that sells your favorite type? If you would, more power to you, but Klondike Bar’s mobile website really helps you cut down on your search time.
Their site allows you to quickly browse their products using the variety of calls-to-action seen on the home page or using the mobile menu which lists their product categories. They even give you the option to look for stores that sell their products so you don’t need to worry about trying to guess where they’re sold.
Beyond providing store locations and nutritional information for their products, Klondike also has multiple engagement opportunities for users who just want to indulge in different content. They have a couple different unique marketing videos to view on their “Watch This!” page to facilitate this.
You may have been surprised to hear Klondike even has a mobile website, but they did a great job with designing it to make sure you don’t have to do much to get a Klondike Bar.
5. Dove Men + Care
Best Mobile Websites Dove Men + Care
Dove Men + Care is another mobile web design that really focuses on simplicity to improve functionality. Although there is minimal navigation on the homepage, Dove effectively uses images to increase engagement and drive people towards partiular products. Dove Men's product-focused approach is carried throughout the website via promotional videos and extras that can be found throughout the homepage and the hamburger navigation
Where Dove Men really excels is how they segment their products into specific categories with individual pages. Utilizing the homepage to promote these product pages makes it easy for users to scroll and click immediately into the products they are researching. The large blue buttons in each section also allow the call to actions to stand out and make it easy for mobile users to click.
Large buttons may not seem groundbreaking, but it allows a user to truly view a page with one hand, which is great for on-the-go mobile users.
6. Hidden Valley
Best Mobile Websites Hidden Valley
When arriving to hidden valleys website, I was surprised I wasnt presented with an immedate array of hidden valley products and specials. Instead, it was recipies and blog articles that took over the top of the homepage.
The greatest aspect of the Hidden Valley mobile website that separates it from the rest is its content. Hidden Valley has highly detailed recipe and product information that gives you ideas for all different types of cuisines that incorporate its products. Essentially, Hidden Valley’s website is a tool that you can use for great dinner ideas that will still benefit the Hidden Valley brand.
Each recipe and product page includes pictures and reviews, and it almost makes you think that you are on a different website altogether. The use of Hidden Valley products and the page design holds these recipes together with the product, so it ultimately becomes an added benefit of the website.
If you find yourself in love with Hidden Valley dressings, they even have a swag store. I mean, what's not to love about salad dress? Every salad lover knows ranch dressing is a blessing.
7. Mountain Dew
Best Mobile Websites Mountain Dew
Mountain Dew’s mobile web design takes a completely different approach than all of the other sites in this list, but still created an effective experience. There page is very busy, but matches the high energy feel that the Mountain Dew brand encourages. The main hero area typically advertizes a experience thats high adrenaline and meant to engage users in unique ways.
What really separates Mountain Dew from the pack is their mobile menu. Rather than sticking to the top of the screen, the hamburger bar is located at the bottom of the page which changes the content above when you click on it. This allows them push the pages closer to the top of the device viewport, rather than being bothered with a navbar immediately.
The options at the bottom of the homepage gives users options to learn about the products Mountain Dew offers while seeing the advertising campaigns they are attached to.
8. Adidas
Best Mobile Websites Adidas
Adidas’s mobile web design includes a variety of the elements already mentioned here, but does so in such a way that mimics their desktop website. The banner ads include engaging images that contain large buttons that link to current promotions or specific product information. Adidas has a nice balance of interesting content and simplistic design which makes their homepage very clean.
Adidas also does a nice job of extending their home page to include product categories users can filter through. Rather than using the mobile menu, you can search for a specific product category right on the home page to get you to the product you want quicker.
Like Abercrombie, the site also allows vibrant images to attract the user's eyes on their product pages and the most attention is brought to their large “Add to Bag” button to get users to purchase their products.
Takeaway
Hopefully one or more of these websites have provided you with some inspiration for how to design, or revamp, your mobile website. Just remember to keep things simple when designing your website. Include only what is necessary while giving your page a welcoming feel. A mobile website is a necessity in this day and age, so make sure yours is adding to your business rather than detracting from it.
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Now more than ever, businesses are focusing on creating delightful mobile website experiences.
After all, Google has been heavily favoring mobile-friendly websites since they updated their algorithm in April 2015 and again in March 2016. And that's crucial, seeing as there have been more Google search queries on smartphones than on desktop computers and tablets for over a year now.
Going forward, Google will only continue to raise the bar for what it considers to be mobile-friendly (including page load time) and reflect that in its algorithm updates. So if you haven't been focusing on improving your mobile experience, you'd better prioritize it now, or your search ranking could really suffer.
Click here to download a free, 5-part kit to help you grow your mobile audience
To help inspire any mobile website design changes you'll be making, here's a list of 18 companies who really nailed their mobile web experience.
18 of the Best-Designed Mobile Websites
- Shutterfly
- Google Maps
- Typeform
- Etsy
- Adrian Zumbrunnen
- Elf on the Shelf
- BuzzFeed
- Evernote
- Huffington Post
- Express
- Nationwide Insurance
- Squaredo
- Zappos
- ABC
- Lean Labs
- SAP
- KISSmetrics
- idig Marketing
- 18 of the Best Mobile Website Design Examples
1. Shutterfly
Shutterfly is an online service that allows users to create photo books, personalized cards and stationary, and more. Because more and more people are taking photos and then accessing them using their smartphones, Shutterfly recognized the need to create a great mobile experience for their customers -- and they delivered.
Shutterfly accomplishes two key goals on their mobile website:
It's easy for users to find out information about their offerings.
They're selling that information by way of beautiful imagery.
When you arrive on their mobile site, you'll see the menu items have been enhanced into large buttons at the bottom half of the screen. This makes it easy for users to quickly select which option they're interested in learning more about.
shutterfly-mobile-site-1.png
Once users click through to one of those options, they're greeted with large photos showcasing what Shutterfly is capable of for easy browsing.
shutterfly-mobile-site-2.png
2. Google Maps
Everyone has their favorite map or directions application. Mine is Google Maps, which I use whether I'm walking, driving, biking, or taking public transportation. What's special about their mobile website is that it's virtually indistinguishable from their downloadable mobile app.
The screenshots below are taken of their mobile website, but if you're familiar at all with the app, you'll notice they look exactly the same. Not only is the appearance identical, but the mobile website has the speed and functionality of the app.
google-maps-mobile-site-1.png
google-maps-mobile-site-2.png
3. Typeform
Typeform is a Barcelona-based tech company with one, simple mission: to "make forms awesome." Their desktop website is really beautifully designed, greeting visitors with succinct copy, high-definition videos, relevant animations, and other, more complex design components.
But for mobile users, they recognized that complex design components like video and animations could significantly affect page load time, among other difficulties. That's why they actually removed many of them -- which decluttered the site and simplified the overall mobile experience. The mobile website is a simpler version of their desktop website, and it's still beautifully designed.
typeform-mobile-site-1.png
Take note of the large buttons in their menus -- perfect for tapping with your finger on a mobile screen.
typeform-mobile-site-2.png
4. Etsy
Etsy is an ecommerce website where people can buy and sell vintage or handmade items. Most buyers who visit Etsy's website are there to do one of two things: Either they're searching for a specific item, or they're browsing items in categories that interest them.
The mobile website caters to both types of visitors from the very beginning. When you first go to their mobile website, you're greeted with an option to search for specific items, shops, or categories.
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Mobile websites have begun to look, work, and perform better than ever as we have progressively begun to consider various device sizes in our designs.
The restrictive nature of mobile has forced marketers, designers, and developers to consider the implications of specific functionality on smaller screen sizes.
This allows the best responsive to separate themselves and stand out as amazing examples of excellently executed mobile web design.
Research has shown that 91% of all mobile users have their mobile devices within reach 24/7. That is a constant opportunity for your business to make a positive impression on its prospects.
Learn how to create the best experience possible on mobile devices in this on-demand webinar!
In order to ensure your website is making a positive impact, make sure you consider mobile functionality as you brainstorm desktop designs for it. Recognize the most important information and what elements can be removed to lighten the experience when browsing on mobile.
Some experts even advocate for a mobile first approach but warn that there are some pros and cons to the technique.
The goal is to make your pages engaging and user-friendly, without overstuffing them with too much functionality and information.
If you are looking for some ideas on how to develop an effective mobile web design, consider taking a look at a few of these companies’ mobile sites.
1. Abercrombie & Fitch
Best Mobile Websites Abercrombie
Abercrombie & Fitch uses a basic color palette combined with beautiful photography to draw the user's eyes to the products, rather than the elements of the site.
The simplicity of the homepage presents the user with clear options to begin shopping, which is the main purpose of the web page. The promotion/advertisement bar at the top of the page is also a great addition to encourage action and draw attention to sales.
For their mobile navigation, Abercrombie & Fitch keeps all their clothing options and categories under their mobile menu. Arrows signify whether or not there are more options under each item.
Each individual item is displayed on a clean page that allows you to easily find important details, and the big “Add to Bag” button is the most noticeable element on the page. Other important information, such as shipping details and clothing specs, are kept under accordion-style dropdowns to shorten the page and gives the user the option to access it if need be.
By keeping a monochromatic style and minimizing design elements, Abercrombie has allowed their clothing to stand out as the main attraction. After all, it's there product they want you focusing on, not the site's mobile web design.
2. Booking.com
Best Mobile Websites Booking.com
Booking.com gets right to the point on their mobile homepage which allows the user to easily begin searching for a hotel or room in your specified area. By choosing yellow as the background color, the user's attention is immediately drawn to the form with a clear call-to-action at the bottom of the section.
The search itself is about as detailed as you would expect but in a very functional mobile format. Each hotel includes pictures, ratings, and pricing information. There's even a sorting option to further narrow down what you’re looking for.
Once you click on one of the choices, you are met with more extensive details about the location and options to change any of the information you initially searched with. To create further incentive to buy, there's a small red bubble that tells you if others are also looking at the same hotel.
The amount of information that booking.com was able to pack into theirs sites mobile web design without sacrificing its visual appeal is extremely impressive.
3. Texas Roadhouse
Best Mobile Websites Texas Roadhouse
Texas Roadhouse does a great job of encouraging users to find a location nearest to them to visit. Rather than using scrolling banner ads like many other sites, Texas Roadhouse opts for a single image that improves loading time and supplements their call-to-action. Their slider gives them the option to add multiple banners while keeping the page short and concise.
There isn't a large amount of excess information on the sites mobile web design, which really helps to keep the customer focused. As a restaurant, the most important information is what you serve and your locations, and Texas Roadhouse really nails those points. Their navigation allows users to easily navigate through their menu options and read information about each choice.
Their website also loaded the fastest out of all of the mobile sites listed here, which is extremely important if your stomach is growling and you just want to find where to grab a steak!
4. Klondike Bar
Best Mobile Websites Klondike
What would you do for a Klondike Bar? Would you drive around town searching for a store that sells your favorite type? If you would, more power to you, but Klondike Bar’s mobile website really helps you cut down on your search time.
Their site allows you to quickly browse their products using the variety of calls-to-action seen on the home page or using the mobile menu which lists their product categories. They even give you the option to look for stores that sell their products so you don’t need to worry about trying to guess where they’re sold.
Beyond providing store locations and nutritional information for their products, Klondike also has multiple engagement opportunities for users who just want to indulge in different content. They have a couple different unique marketing videos to view on their “Watch This!” page to facilitate this.
You may have been surprised to hear Klondike even has a mobile website, but they did a great job with designing it to make sure you don’t have to do much to get a Klondike Bar.
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Now more than ever, businesses are focusing on creating delightful mobile website experiences.
After all, Google has been heavily favoring mobile-friendly websites since they updated their algorithm in April 2015 and again in March 2016. And that's crucial, seeing as there have been more Google search queries on smartphones than on desktop computers and tablets for over a year now.
Going forward, Google will only continue to raise the bar for what it considers to be mobile-friendly (including page load time) and reflect that in its algorithm updates. So if you haven't been focusing on improving your mobile experience, you'd better prioritize it now, or your search ranking could really suffer.
Click here to download a free, 5-part kit to help you grow your mobile audience.
To help inspire any mobile website design changes you'll be making, here's a list of 18 companies who really nailed their mobile web experience.
Best Mobile Website Design Examples
1. Shutterfly
Shutterfly is an online service that allows users to create photo books, personalized cards and stationary, and more. Because more and more people are taking photos and then accessing them using their smartphones, Shutterfly recognized the need to create a great mobile experience for their customers -- and they delivered.
Shutterfly accomplishes two key goals on their mobile website:
It's easy for users to find out information about their offerings.
They're selling that information by way of beautiful imagery.
When you arrive on their mobile site, you'll see the menu items have been enhanced into large buttons at the bottom half of the screen. This makes it easy for users to quickly select which option they're interested in learning more about.
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Today, more than half of the world's Internet traffic comes from mobile devices. As smartphone and tablet use grows by the hour, so does the number of people who require a mobile-friendly website.
If your company doesn't have a site compatible with mobile devices, it's likely that you're losing a high number of potential customers.
Fortunately, there's a solution. By updating or building a mobile website, you can capture all of the customers and leads that you otherwise would've lost to your competitors. But what are your options for creating a mobile website?
If you have the knowledge and the manpower to create your own mobile site, that's always a great option - and you'll save money in doing so. However, it takes a specific skill set to be able to create a functioning mobile site that will attract and convert visitors. For that reason, hiring an agency that designs mobile websites is most likely your best bet.
Of course you'll pay for the service and the website, but the result will be a clean, organized mobile website that reflects your brand, and attracts and converts customers.
We'll outline all of your options on this page so you'll be able to decide what's best for your company. If you want to get to the good stuff and have WebpageFX design your mobile site for you, click the button below to get a free quote for a mobile website!
Get a quote for your mobile website design.
William Craig, president of WebpageFX, delves into how you can choose a web design partner that'll give you a high-quality mobile website.
It can be overwhelming to choose the perfect web designer for your company - especially when there are so many options available. However, there are a few things you should consider to make the choice a little easier. In order to make the right selection, you'll need to know:
The truth is, mobile web design helps some industries more than others, and it's important to know and understand the potential ROI of a mobile site before investing in one for your business.
In order to determine the benefits of a mobile site for your industry, it's so crucial to understand how it's represented online.
For example, if you're in an industry where your competitors haven't updated their websites since 1998, mobile web design will be a miracle for your site in terms of Google search results and user-friendliness.
But if you're one of the last companies in your industry to get a mobile website, you may notice lower returns. But that's not a bad thing - you'll still earn a great ROI from investing in a mobile website.
It simply comes down to how much of an ROI you'll earn. No matter what, launching a mobile website will always get your business some level of ROI.
Mobile website pricing and packages
At WebpageFX, we have an award-winning team of web designers that strive to give our clients the absolute best results. We've even won numerous awards for our accomplishments. Those awards translate to high-quality websites, improved website traffic, and more customers for our clients — all of which can help any business grow.
Are you ready to take your business to the next level?
Check out our mobile web design packages below!
Why are mobile websites important?
Without a mobile website, you stand to lose more than half of your potential customers online. In a nutshell, that means you're earning 50% of what you should be earning every day, every month, and every year.
More than ever, shoppers are turning to their mobile devices to surf the web and to make transactions. In fact, in 2014, $350 billion was spent on mobile ecommerce, and that number has only continued to rise. By 2020, the mobile ecommerce amount is set to reach $625 billion in spending.
In addition, in 2015, mobile commerce reached 30% of all U.S. e-commerce.
Have we convinced you that a mobile site is crucial yet?
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How does mobile web design work?
Mobile web design lets your website detect the size of the device that someone is using. Then, your website automatically scales to the size of that device's screen.
This lets users easily scroll through your website without having to zoom in on text or tap at tiny text links, which is definitely a reason for users to navigate away from your website and find one that responds well to their tiny screen.
You could also hear people call this "responsive design," which is essentially the same. But there's a key difference you should know.
Mobile web design gives businesses the option to have a separate, mobile-only website in addition to their current website. A lot of companies that use this format keep their website name the same, but they'll add an "m" before their domain name.
graphic showing the difference between mobile design and responsive design
Responsive design gives you one single website, but it has the ability to adapt to different screen sizes. So whether someone uses a 30" desktop monitor or a 5" smartphone screen, they'll get a great experience on your site. This does not require you to have a second version of your website.
Still, there's no right or wrong answer. Sometimes it makes more sense for a company to use a mobile-only site, and sometimes it makes more sense to use a responsive one.
While we can't give you a recommendation right now, we're always happy to hear your thoughts on your business's site. We can help you figure out the best solution for your site with one conversation!
There's more to mobile web design than just screen sizes, though. You also have to consider load times.
Reducing website load time
One of the most challenging parts of mobile web design is making your website load quickly on every possible device.
This is important since it only takes half a second of loading for someone to leave your site and go to a competitor. In fact, 47% of consumers expect a web page to load in 2 seconds or less.
In order to ensure that your site loads quickly, you'll have to make sure that you reduce your image sizes, streamline your HTML code, and perform a number of other optimization tasks.
pull quote
None of this is difficult - but it can be time consuming if you've never dealt with these elements before.
However, the payoff is huge. Google ranks fast-loading sites high in search results. It also uses mobile-compatibility as a ranking signal for your site. So when you have a mobile website that loads quickly, you can be sure you're ranking well in Google search results.
Those rankings may not happen overnight, but your users will notice right away. After all, there's a huge difference between a site that takes 10 seconds to load and one that loads instantly.
One of the most extreme ways to reduce load time on your mobile site is to use accelerated mobile pages, or AMP. This is a simplified coding language that helps Google read, understand, and recommend your pages more easily.
AMP also helps pages load instantly on mobile devices.
Still, this doesn't cover all of the important qualities of a mobile website.
Other considerations for mobile websites
The success of mobile websites also relies on these key factors:
Finger compatibility. Can someone tap all the links on your site?
Vertical scrolling. Can someone use their thumb to read all of a page?
Top-loaded pages. Is your most important information at the top of each page?
Extra graphics. Can you remove any unnecessary images or videos?
Large form fields. Can someone tap a form field with their thumb?
Minimal form requirements. Do you absolutely need all of the information you require in form fields?
Modern code. Are you using HTML5 code?
Now, let's check out a few examples of mobile web design and compare them to desktop websites.
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Going forward, Google will only continue to raise the bar for what it considers to be mobile-friendly (including page load time) and reflect that in its algorithm updates.
So if you haven't been focusing on improving your mobile experience, you'd better prioritize it now, or your search ranking could really suffer.
Click here to download a free, 5-part kit to help you grow your mobile audience.
To help inspire any mobile website design changes you'll be making, here's a list of 18 companies who really nailed their mobile web experience.
18 of the Best-Designed Mobile Websites
1. Shutterfly
Shutterfly is an online service that allows users to create photo books, personalized cards and stationary, and more. Because more and more people are taking photos and then accessing them using their smartphones, Shutterfly recognized the need to create a great mobile experience for their customers -- and they delivered.
Shutterfly accomplishes two key goals on their mobile website:
It's easy for users to find out information about their offerings.
They're selling that information by way of beautiful imagery.
When you arrive on their mobile site, you'll see the menu items have been enhanced into large buttons at the bottom half of the screen. This makes it easy for users to quickly select which option they're interested in learning more about.
shutterfly-mobile-site-1.png
Once users click through to one of those options, they're greeted with large photos showcasing what Shutterfly is capable of for easy browsing.
shutterfly-mobile-site-2.png
2. Google Maps
Everyone has their favorite map or directions application. Mine is Google Maps, which I use whether I'm walking, driving, biking, or taking public transportation. What's special about their mobile website is that it's virtually indistinguishable from their downloadable mobile app.
The screenshots below are taken of their mobile website, but if you're familiar at all with the app, you'll notice they look exactly the same. Not only is the appearance identical, but the mobile website has the speed and functionality of the app.
google-maps-mobile-site-1.png
google-maps-mobile-site-2.png
3. Typeform
Typeform is a Barcelona-based tech company with one, simple mission: to "make forms awesome." Their desktop website is really beautifully designed, greeting visitors with succinct copy, high-definition videos, relevant animations, and other, more complex design components.
But for mobile users, they recognized that complex design components like video and animations could significantly affect page load time, among other difficulties. That's why they actually removed many of them -- which decluttered the site and simplified the overall mobile experience. The mobile website is a simpler version of their desktop website, and it's still beautifully designed.
Take note of the large buttons in their menus -- perfect for tapping with your finger on a mobile screen.
4. Etsy
Etsy is an ecommerce website where people can buy and sell vintage or handmade items. Most buyers who visit Etsy's website are there to do one of two things: Either they're searching for a specific item, or they're browsing items in categories that interest them.
The mobile website caters to both types of visitors from the very beginning. When you first go to their mobile website, you're greeted with an option to search for specific items, shops, or categories.
etsy-mobile-site-1.png
Immediately below the search bar are thumbnail images of trending items that showcase some of the most popular things you can buy on Etsy. Mobile users can view these trending items in a collage format, and the images are big enough for them to easily tap with their finger.
etsy-mobile-site-2.png
5. Adrian Zumbrunnen
This is the personal website of Adrian Zumbrunnen, a UX designer, writer, and speaker. When you visit his website, you'll notice right away there's something very unique about it: It's a conversational website.
It almost looks like a text message conversation you'd normally have on your phone -- including the ellipsis to show he's "typing." Users are given two response options at the end of every exchange, so it's kind of like a "choose-your-own-adventure" experience.
While the mobile and desktop experience are very similar, the desktop website feels like it was made primarily for mobile -- which could be the direction sites will go in the future.
adrian-zumbrunnen.gif
And if you'd prefer not to engage in the conversation-like exchange, you can simply scroll down for details.
zumbrunnen-mobile-site.jpg
6. Elf on the Shelf
Elf on the Shelf is, relatively speaking, a fairly new Christmas tradition based on a children's book. If you're unfamiliar, the basic premise is this: The book tells the story of Santa's scout elves, who are sent by Santa to watch over children in their homes all over the world and report back to Santa.
Along with the book, parents can purchase an elf figurine, which they'll subtly place somewhere in their house where their kids can see it. Every night leading up to Christmas, parents move the elf to a different location around their house to "prove" to their kids that the scout elves are real and always looking over them.
When you first arrive on Elf on the Shelf's website, you'll see that there are actually numerous types of Elf on the Shelf products you can purchase. But instead of forcing users to scroll through a long, text-based list, the web designers made it easy for users to simply swipe from left to right to look through all the different options -- ideal for visitors browsing products on the website.
elf-on-shelf-mobile-site.png
7. BuzzFeed
BuzzFeed is a news company known for it's viral content and popular quizzes. It also happens to be one of my favorite sources of entertainment during my commute to and from work.
And where do you think I'm checking BuzzFeed during my commute? You guessed it: on my phone. BuzzFeed knows that a lot of their visitors are visiting their site on mobile, so they've taken great care to create a smooth experience for their on-the-go readers.
When you arrive at BuzzFeed's mobile website, the first thing you'll see is some of their most popular pieces of content displayed in a simple, collage-like format using large images that are easy to tap with your finger.
buzzfeed-mobile-site-1.png
For users interested in specific categories, there's a clickable menu in the top left-hand corner of the screen that lists out all the post categories.
buzzfeed-mobile-site-2.png
8. Evernote
Evernote is an application that allows you to store notes, images, and web articles and then access them across all your devices. Because users tend to download the app or access the website on multiple devices including desktop computer, smartphone, and tablets, it's essential that Evernote get the mobile experience right.
If you look at Evernote's homepage on your desktop computer, you'll notice how clean the design is. The value statements are short and to-the-point, and the images add to the positioning but don't clutter the page. When you look at their mobile website, they've kept this design and style entirely intact. Their mobile website is clean, simple, and doesn't detract at all from the value of the app.
evernote-mobile-site-1.png
Plus, there are those large call-to-action buttons again, which are great for mobile users.
evernote-mobile-site-2.png
9. Huffington Post
The Huffington Post is a well-known news outlet that reports from everything from politics and current events to entertainment and technology. What makes their mobile website unique is that they actually alter their headlines slightly for mobile users so their content is more easily scannable.
If you compare the desktop versus mobile websites, you'll notice that the mobile website has fewer words on the homepage. The headlines are shorter and much more digestible -- perfect for someone skimming or reading on a small screen.
huffington-post-mobile-site-1.png
As with BuzzFeed, you'll find a clickable menu in the top left-hand corner of the screen listing out all the post categories.
huffington-post-mobile-site-2.png
10. Express
Express is a clothing store that caters to young men and women. Because their audience often comes to their website to browse clothing, it's important for their website to include big, clear images of their clothing -- especially on mobile devices, when users will need to tap items on the screen with their fingers to click through for purchase information.
Express takes their mobile experience a step further than most online retail sites. If you slide your finger from left to right across an image showing a piece of clothing, the image will change so you can see the clothing in a different view. In other words, users don't have to load another page to see multiple pictures of the same article of clothing.
Look at the image on the top right in the following two images to see how it changes when you swipe to one side:
express-mobile-site-1.png
express-mobile-site-2.png
11. Nationwide Insurance
Nationwide Insurance provides insurance and financial services. You might think a financial company would have a really complicated website, but on mobile, Nationwide Insurance nails down the simple user experience.
When you arrive on their mobile site, you can get an auto insurance quote right away by entering your zip code -- or, alternatively, you can "Find an Agent" to learn more information about their services. Other than logging in or signing up for an account, that's all the homepage offers.
Although this gives users limited options, it makes for a much easier experience for visitors using small screens. This is a great technique to lead potential customers in the right direction.
nationwide-mobile-site.png
12. Squaredot
Squaredot is a HubSpot partner agency that helps marketers build out their inbound marketing strategies. Their mobile website is colorful, simple, and makes for easy navigating. But what sticks out to me most is how they've adapted their blog for mobile users. Check out the screenshot below, which shows one article in a list of many. Each article takes up the entire width of the screen, making for large, eye-catching images and text that's big enough to skim
squaredot-mobile-site-1.png
We like how they've optimized their online forms for mobile, too. Check out how large the text and the form fields are in the subscription CTA below, making it easier for folks to fill it out on their mobile devices instead of pinching and zooming.
squaredot-mobile-site-2.png
13. Zappos
Zappos is an online vendor for shoes and clothing known for their stellar customer service. Their top priority on mobile is to help users search easily for the items they're looking for on their website, so they've put a large search bar at both the top and bottom of their mobile website to make it super easy for them.
This is what the top of their mobile site looks like:
zappos-mobile-site-1.png
And here's the bottom of the page (equipped with a delightful signoff):
zappos-mobile-site-2-1.png
14. ABC
ABC is a television broadcasting company known for popular shows like "The Bachelorette," "Battle Bots," and "General Hospital." Users visiting ABC's desktop website are greeted with a ton of options: view their television schedule, check out the Oscar winners, watch some of your favorite television shows, or even look at entertainment news relating to those shows.
But ABC knows that the experience on a mobile device should be simplified. When you visit the ABC website on a mobile device, you aren't offered nearly as many choices from the get-go. Instead, you're given one option: to scroll through large, clickable images representing all their television shows. Users can scan through these options and click into any show they want.
abc-mobile-site.jpg
15. Lean Labs
Lean Labs is a HubSpot partner agency that creates engaging, responsive, and high conversion web solutions. (They were also featured on ABC's hit TV series Shark Tank.) The folks over there do a great job of providing a smooth experience for their mobile users, especially with regard to their design techniques and the emphasis they place on their core values, which are apparent to visitors within seconds of landing on their mobile site.
Notice how their mobile website uses scale and color to distinguish certain elements of their page:
lean-labs-mobile-site-1.png
And, like I said before, their core values -- growth strategies, responsive web design, and inbound marketing -- are clearly visible to mobile users scrolling through the homepage, with relevant icons to match.
lean-labs-mobile-site-2.png
16. SAP
SAP is an enterprise software company that manages business operations and customer relations. They enhance the mobile experience by condensing information.
More specifically, they combine some of their calls-to-action into sliders, whereas their desktop website has these CTAs laid out horizontally. This helps keep things simple so mobile users aren't overwhelmed with a lot of information at once, and it also ensures none of the CTAs are too small to read.
SAP-mobile-site.jpg
17. KISSmetrics
KISSmetrics provides analytics software for businesses. On their homepage, there's a lot of information explaining what the software does along with a testimonial.
But their mobile site is displayed a little differently: On a mobile device, the information on their site is shown in a list with alternative dark and light modules. This makes it easy for users to skim the page without getting lost in text.
kissmetrics-mobile-site-2.png
They've also made the text and fields on their forms large and easy to read:
kissmetrics
18) idig Marketing
idig Marketing is a development and communications provider. Their mobile website is laid out similarly to their desktop website, but I especially liked how they incorporated the interactive heart icons into their blog posts so users can "Like" their posts.
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