Responsive Design isn’t a Cure-all
Have you ever visited a mobile site that made you angry? Did it have a huge email sign-up form that wouldn’t close and that prevented you from visiting the homepage? Were you looking for a phone number that you couldn’t find?
If you have a website, you might be familiar with what visitors do on your site. You might also realize that desktop & mobile visitors will have different goals and needs. Even if your site is responsive, the needs of mobile and desktop visitors need to be analyzed and the site needs to be tweaked to improve user experience for all users.
User experience (UX) is critical to your visitors, especially to your time-starved mobile visitors. Google has named the in-line-at-the-grocery-store-need-to-look-something-up moments when we grab our smartphones, micro-moments. During these micro-moments, mobile users tend to be less patient and want an answer to their question immediately.
That’s where an analysis of your mobile visitors and their behavior comes in. By making sure that your images aren’t too big, cutting out extra text, using mobile overlays for sign-up forms instead of “responsive” popups (that annoy mobile users). Studying your calls-to-action to make sure they are simple and easy to use, will help your mobile visitors not want to throw their phones and might not hurt your conversion rate.
Intrusive Mobile Interstitials
When users visit mobile sites, it’s crucial that your email form popups are modest in size. Even if the popups are responsive, they might be difficult for different users to close. It’s better to create a small banner popup for mobile users that can easily be closed. In all likelihood, your visitors didn’t come to your site to sign up for your emails. They came to see some specific content on your site. If you inhibit this, this could lead to penalties from Google.
Google has just announced that it will start cracking down on intrusive interstitials early next year. This refers to popups that come up when users visit mobile sites. When site content is not easily accessible, the site may be subject to a ranking penalty.
Marketing Email Subject Lines
Speaking of mobile… Did you know that the majority of emails are opened on mobile devices? The shift towards mobile not only affects your site visitors, but also includes customers who open your marketing emails.
This means that your subject line must not only be eye-catching, it must be short and sweet.
For more examples of marketing emails from stellar businesses, check out this list from Hubspot.