Once you've launched your smartphone-optimized site, this checklist provides a framework for making improvements. Several topics in the checklist link to a relevant business case or study, and other topics may have a video explaining how to make data from Google Analytics and Webmaster Tools actionable during the improvement process.
- Website analytics installed (such as Google Analytics)
- Webmaster Tools verified ownership of desktop and mobile site(s) (i.e., verify two sites if desktop and mobile are on separate URLs)
Step One: Stop frustrating your customers
Remove cumbersome extra windows from all mobile user-agents | Google recommendation, Article
- Overlays, especially to download apps (instead consider a banner such as iOS 6+ Smart App Banners or equivalent, side navigation, email marketing, etc.).
- Survey requests prior to task completion.
Provide device-appropriate functionality
- Remove features that require plugins or videos not available on a user's device (e.g., Adobe Flash isn't playable on an iPhone or on Android versions 4.1 and higher). | Business case
- Serve tablet users the desktop version (or if available, the tablet version). | Study
- Check that full desktop experience is accessible on mobile phones, and if selected, remains in full desktop version for duration of the session (i.e., user isn't required to select "desktop version" after every page load). | Study
Correct high traffic, poor user-experience mobile pages
- Identify pages with poor or unexpected user behavior:
- Make improvements:
Make quick fixes in performance (and continue if behind competition) | Business case
- Locate popular pages with poor performance using Google Analytics Site Speed Page Timings.
- Fix the low developer difficulty, "red exclamation point" suggestions from PageSpeed Insights:
- Consider optimizing Images (e.g., crop, compress) since images comprise ~65% of mobile web data. | Information
- Compare the render and page load time of your popular pages with your competitor's equivalent page and weigh the importance of making additional speed improvements.
Perform additional testing if you have a separate mobile site
- Check that redirects work as intended -- reference Webmaster Tools Crawl Errors for the potential "Faulty redirect" category of errors.
- Try to use 302 for device-related redirects (not 301s).
- Verify desktop page redirects to corresponding mobile page, not 404 or general homepage. | Business case
- Eliminate redirect chains:
- Redirect directly to the final destination.
- Verify non-preferred version of site goes directly to the mobile site:
http://m.example.com/page.html(and cached for user)
- Review (if it's up for consideration) the benefits/drawbacks of changing site to responsive web design. Building Websites for the Multi-Screen Consumer may help weigh the decision.
Step Two: Facilitate task completion
Optimize crawling, indexing, and the searcher experience | Business case
- Implement search-engine best practices given your mobile implementation:
Optimize popular mobile persona workflows for your site
- Gain insight to your site's mobile user intent:
- Refine mobile metrics:
- Create mobile-centric metrics (and micro-conversions) based on common mobile tasks.
- Improve user workflow:
- Run-through top mobile tasks on the same device as commonly used by visitors (diagram each step until goal completion) to check for places to improve user-experience.
- Follow usability best practices, such as to use legible font sizes
- Minimize interaction cost (number of actions like clicks or scrolls) required to fulfill top tasks.
Step Three: Convert customers into fans!
Consider search integration points with mobile apps | Announcement, Information
Investigate and/or attempt to track cross-device workflow | Business case
- Study logged in behavior for the same user across different devices, especially in the path to conversion.
- Research "add to cart" or "add to wish list" visits/re-visits for cross-device continuity.