More and more Australians are browsing the internet – and shopping – on their mobile devices. If your website isn’t delivering a great experience for these users, you’re missing out on potential customers and, ultimately, revenue. Optimising for mobile isn’t just about having a responsive design anymore; it’s about understanding how mobile users behave and tailoring your website to meet their needs. We see a lot of SMEs overlooking key areas, so let’s cover the essentials.
Firstly, page speed is critical. Mobile users are often on slower connections and have less patience. Slow loading times directly impact bounce rates and conversion rates. Use tools like Google’s PageSpeed Insights to identify and fix issues – optimising images is a quick win. Secondly, simplify navigation. Mobile screens are small. Complex menus and cluttered layouts make it hard for users to find what they’re looking for. Focus on a clear, intuitive menu structure and ensure key calls to action are easily accessible.
Beyond the basics, consider these important points:
- Thumb-Friendly Design: Most mobile users interact with websites using their thumbs. Design your website with this in mind – ensure buttons and links are large enough and spaced appropriately for easy tapping.
- Mobile-First Indexing: Google primarily uses the mobile version of a website for indexing and ranking. This means your mobile site *must* contain all the important content and functionality of your desktop site.
- Streamlined Forms: Lengthy forms are a conversion killer on mobile. Minimise the number of fields and use auto-fill options where possible. Consider using click-to-call buttons instead of requiring users to type in phone numbers.
Finally, don’t forget to test, test, test. Use mobile-friendly testing tools and, crucially, test on a variety of devices. What looks good on one phone might not look good on another. Regularly analyse your mobile website data in Google Analytics to identify areas for improvement. Understanding user behaviour – where they’re dropping off, what pages they’re visiting – is key to ongoing optimisation. As mobile technology continues to evolve, ongoing monitoring and adaptation will be vital, especially as we move towards more sophisticated mobile commerce in 2026 and beyond.
To get started, run a mobile-friendliness test on your website and identify the biggest areas for improvement. Prioritise page speed and simplified navigation – these are the quickest wins for boosting mobile conversions.
