Recap: The Insider Strategy for Mobile Optimization

On September 1st 2015, Optimization Evangelist Vera Polyakova mapped out key features of top performing mobile websites and successful strategies for handling Google’s Principles of Mobile Site Design in a webinar.

You can watch the webinar recording on Youtube: and view the presentation.

If you’re short on time, we’ll help you skim through it:


Mobile will make or break your business

In April 2015, Google announced a rollout of new mobile search ranking algorithms, meaning Google is now boosting the ranking of mobile-friendly pages on mobile search results over those that are not optimized.

If you’re not convinced that mobile should be a key focus of your revenue strategy, consider this – Mobile interactions will account for $2.2 trillion in retail sales by the end of 2015. Not only that, but 67% of consumers are more likely to convert on a mobile optimized site.

So why is it that only 18% of sites have adopted and practice mobile responsive web design? Google partners with Kaizen to help implement mobile usability best practice. From us to you, here are some strategies for optimizing your mobile design.


Mobile Layout and Usability

Reducing conversion friction begins with having a site experience that visitors are able to see and read.

Size and Color

  • Use a minimum font size of 16 pixels, this will ensure any consumer can read and navigate your site
  • Don’t make consumers pinch and zoom to see your CTAs or product offerings
  • Make sure input fields and buttons are large enough to click, what we like to call “fat finger friendly”
  • Pick appropriate colors for actions, links, and warnings
  • Darken light colors so that they are easily seen on any device

Screen Shot 2015-09-24 at 1.18.03 PM



  • Brevity is king. Ensure your message still makes sense and captures the value proposition on mobile
  • Mobile visitors are goal oriented, make sure that your copy guides them to their on-the-go needs

Tip: Write copy mobile first to decrease the number of copy edits later



  • Ensure that your touch elements are easy to use and spaced out appropriately
  • Ensure important CTAs are accessible regardless of screen orientation
  • Remove irrelevant cross links. Opening a new window distracts the user and derails them from their experience and your conversion funnel

Screen Shot 2015-09-24 at 1.19.03 PM


Loading Speed

Optimize your site for the best user experience with a potentially low bandwidth. In the last decade human attention span has dropped from 12 seconds to 8 seconds—don’t make users wait to see your site.

Maximizing Conversions on Mobile

Optimizing Calls-to-Action for Mobile

  • The number of CTAs should naturally follow your mobile customer’s unique intentions
  • Beware of scrolling banners on mobile—they can distract the user, and often they don’t give the her enough time to click the CTA before changing to the next banner experience
  • Make sure the CTA moves down the page as the customer scrolls. Help her get to where she wants to go no matter where she is in your site


Optimize Your Mobile Forms

Your goal is to decrease friction

  • Automatically present number pads for numerical forms
  • Use progress bars to help customers through multipart forms
  • Automatically advance through fields as information is entered
  • Use inline validation to check for errors in real time, prior to submission

Search Results: Narrowing the Field

Search smarter

  • The search tool should be one of the first things a mobile customer sees when they visit your site. Customers who use the search bar are the most likely users to convert—help him find what he’s are looking for
  • Zero results is a conversion killer. Customers will often misspell product names or request a product that you no longer offer. Instead of showing zero results, display similar offerings to his search query



Building Loyalty and Rewarding Customers

Get Local

  • Consider targeting promotions based on previous site behavior and favorites
  • Make promotions and incentives feel native to the site content
  • Use gamification and messaging tactics to track behavior


Offer Cross-Device Opportunities

  • Customers generally use multiple devices throughout the day. Customers will use their mobile device to do research on your site with the intention of making a purchase later in the week
  • Offer options to save or share information across devices through social sharing, email, or a save your cart functionality

Getting Started

  • If you are ready to talk about what partnering with Kaizen could do for your conversion funnel, schedule an optimization forecast by emailing us –
  • If you want to learn more about mobile, click here to get a custom mobile report of your site based on these strategies.


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