3 Tactics for Prioritizing Content for Mobile Users

Peter Devereaux
by Peter Devereaux 01 Sep, 2015
3 Tactics for Prioritizing Content for Mobile Users

How content is served based on the device a end-user is leveraging plays an important role in not only user experience but also conversions.

This is because a website that does not immediately present a visitor with the information he or she wants in that moment, risks losing them for good. The question becomes, however, how does a developer know what information the visitor wants in that moment?

The following are a few high-level tactics for developers to consider when deciding the priority given to content.

Prioritize by goals

The chances that a mobile user accessing a restaurant's website is looking for information about the owners of the establishment (like the About Us page) are slim to none. Google has published exhaustive research about mobile users looking for information they can act on, like address, phone number, etc. This information (name, address, phone number) should be front and center on a mobile website whether it's served on a dedicated mobile website or in a responsive format. Another goal of mobile users looking up a restaurant site is to access the menu. This should also be an upfront menu option.

California Pizza Kitchen does a good job of prioritizing its mobile content so that "Find a Location" and "View Menu" are the first two options after it introduces a new menu item.

Prioritize by season

Similar to a desktop homepage, brands will want to make sure the mobile homepage is fresh and has seasonally appropriate content. At the end of August, back-to-school promotions are a safe bet. Old Navy prioritizes its back-to-school promotions by not only including clever content, "extra-credit deal" and providing a sense of urgency "online only. today only.", but also promotes its promotional code front and center to increase conversions (even on the mobile device where browsing is still typically done instead of buying).

Prioritize by call-to-action

What's the most important action a customer should take on your website regardless of whether they are accessing it on their mobile, tablet or desktop computers? The answer to that question should be front and center with a clear call-to-action on the homepage. Bigcommerce carries over its value proposition and simple free-trial sign-up by prioritizing this content on its responsive properties.

Peter Devereaux
Peter Devereaux
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.