Mobile Website: Focusing on Usability and Responsive Design

The mobile revolution

More and more people own mobile devices such as smartphones and tablets. As a result, more and more people are also using the internet mobile. Mobile Internet is on the rise in Germany. According to a recent study by the D21 initiative, the use of mobile Internet in Germany increased to 40 percent in 2012. A trend that will continue to increase. Especially with the growing expansion of the new mobile communications standard LTE and the widespread availability of 3G or UMTS networks, an ever better infrastructure for the mobile web is offered. In particular, the possibilities of LTE and the new transmission speeds far beyond conventional DSL contracts are driving this development forward. (1)


Mobile Internet with 3G and LTE

The mobile service providers have also recognized the trend of the growing importance of the mobile Internet and have recently adapted their tariff structures accordingly. For example, O2 offers its main rates graded according to the monthly volume of data for mobile surfing and no longer after free minutes or free SMS. (2) The same applies to the other mobile service providers Telekom and Vodafone.


These developments illustrate one thing above all: or marketing people, the traditional stationary website is no longer sufficient – today, companies need mobile websites.Users are still frustrated with most corporate websites and find illegible small fonts and overloaded websites. This requires tedious zooming with touch gestures, takes time and nerves and leads to negative impressions. As a consequence, these websites will probably be avoided in the future. (3) The task of every company is to make every touchpoint between customer and company in the most efficient way and customer-oriented as possible. This makes it almost a duty to provide not only the stationary internet site but also a mobile website in order to take into account the short and dynamic usage situations of consumers during mobile access.

Mobile websites with HTML5

The smaller displays, the operation by means of touch gesture and mobile networks, which are not (yet) everywhere, not for everyone and not always the technically possible standard, require a focusing and prioritization of the contents and a correspondingly user-friendly design. True to the motto “less is more”, contents and functions have to be leaner, in order to enable at the same time low loading times. Probably it is extremely frustrating for the user if he is staring at a quickly needed information on the loading bar of the browser and must wait endless times. (4)

The many possibilities of mobile devices could be used to make the user pleasant to visit the mobile website. That could be touch gestures or phone numbers with an interactive click-to-call. HTML5 in particular can be used to develop very intelligent mobile websites, which, however, requires the corresponding know-how and experience of a mobile marketing agency.

Responsive Design: Flexible layout for all screens

An increasingly important solution in the area of user-oriented web design is the responsive design. That is a flexible and adaptable layout is that adapts to the respective screen and displays the content device-specifically. In the sense of the one-web idea, both the stationary online presence and the mobile website can thus be given the same “look and feel” and adapted usability can be achieved. According to the term responsive design, web design “responds” with the delivery of content, functions and design to the respective device and its device specifications. Accordingly, the responsive design follows the user and allows efficient and user-friendly access to the information of the company. (5)
Google Ranking für mobile-optimierte Webseiten
Implementing a mobile-optimized website or, ideally, a responsive website requires – despite current layman tools – a well thought-out strategy, knowledge in HTML5 and CSS3, and experience in developing content for mobile devices. For this purpose it pays off to the experts of the mobile marketing agency bam! Interactive Marketing GmbH. Then, the increasing use of the mobile internet can be instrumentalized to the benefit of the corporate image and the consumer at any time an efficient and user-friendly operation are enabled.

Targeting smart phone users with a responsive mobile website can also be critical to your business success.







Some of the images shown are from Pixabay and are public domain according to the Creative Commons CC0 disclaimer.