With the rise of mobile technology and the increasing share of mobile traffic, it has become critical for most websites to provide a seamless experience on mobile devices. This is especially important for e-commerce and service platforms, where users often seek convenience and speed. In this case study, we’ll share how optimizing a website for mobile devices led to a 40% increase in time spent on site.
Aliaksei
Our client is a large company selling products online. The problem they faced was low engagement rates from mobile users. Despite receiving high traffic from mobile devices, the amount of time users spent on the site was significantly lower compared to desktop versions. The goal of the project was to improve the user experience on mobile devices, which would, in turn, increase engagement, conversion, and, of course, time on site.
First, we conducted a comprehensive audit of the current mobile site. This included analyzing page load speed, site structure, navigation, interface responsiveness, and the interactivity of elements. One of the first conclusions we drew was obvious: the site was not fully optimized for mobile users. Many interface elements displayed poorly on small screens, making navigation difficult and reducing overall user comfort.
UX design issues became even more apparent when we studied user behavior through analytics. Users often left the site during checkout or after interacting with a product page. It was clear that complicated navigation and slow page load times were negatively affecting engagement.
We began solving these issues by redesigning the mobile version of the site, focusing on the following aspects:
- Page Load Speed Optimization: The first and perhaps most important step was optimizing the page load speed. We reduced image sizes, used modern formats like WebP, and implemented lazy loading for images, meaning they would only load as the user scrolled down the page. This helped reduce load times and, consequently, bounce rates.
- Simplified Navigation: We restructured the menu to make it easier for users to find the sections they were looking for. Instead of a complex hierarchy of categories, we made filters and search elements more accessible and visible on mobile devices, enabling users to quickly find the products they were interested in.
- Optimizing the Checkout Form: We completely revamped the mobile checkout process, making it as simple and intuitive as possible. We removed unnecessary fields and made all forms autofill, speeding up the checkout process. These changes significantly improved conversion rates and reduced cart abandonment.
- Responsive Design: Although the site was already responsive, we revisited many page elements and updated them for better mobile compatibility. Buttons were redesigned, padding was increased, and key elements were made more visible, improving both usability and visual appeal.
- Testing and Analytics: After implementing the changes, we began regularly conducting A/B tests to understand which changes had the most positive impact on engagement. We tracked metrics such as time on site, page views, and, of course, conversion rates.
Within a few weeks of implementing the changes, we began seeing positive results. Time spent on the site increased by 40%. This was a significant improvement made possible by optimizing the mobile version of the site. The benefits were clear: mobile users spent more time on pages, they found products faster, and completed purchases more quickly, leading to an increase in overall conversion and customer satisfaction.
Additionally, the improved mobile site also had a positive impact on SEO. As search engines like Google began actively factoring mobile versions of sites into their rankings, the mobile optimization led to better positions in search results.
This case demonstrated the importance not only of creating a responsive design but also of carefully refining every detail that matters to mobile users. Even small improvements in interface design and performance can significantly increase engagement and, ultimately, sales. It’s important to remember that website optimization is an ongoing process that requires continuous monitoring and improvements, and only through this can long-term success be achieved.
