Much more may depend on your industry and your clientele. The way you deliver video to your mobile visitors is critical to keeping your business profitable as more and more web traffic is coming from smartphones.
On the plus side, if you don’t factor that traffic in – if you spend some time on this one fact of life, you can dramatically improve sales and brand image.
This small-screen experience requires special design, formatting, and video creation to suit both desktop and mobile users.
Hard sound? That’s what we thought, so we’ve put together this little guide so you can better see both types of web traffic. Because when it comes to mobile design, don’t forget that 37% (which is a conservative number) often start shopping on mobile and end up shopping on desktop. We’re going to dig deeper into grief and help you better serve your prospects by looking better on mobile.
Tip 1: From long copies to short (ish) videos
In the past few years, buying an online product has been all about scrolling.
Scroll through the copy, warranties, little red lines, and thousands of arrow words. Keep scrolling through the seemingly endless page until you find the price. And you guessed it! Of course, that price had a red line to indicate a “recent” low price.
People who were really interested in clicking a link in your product pretend that if it takes more than 4 seconds to load, you will never exist.
Put simply, when people don’t find out what they want quickly, they ask for immediate relief and less patience.
While we can discuss the humanity and social turmoil of this growing mindset all day, we are not going to. Use a short video to learn more about mobile users’ self-esteem.
With a mix of copy and video or long video, mobile phones will leave your site even if you like them. Nobody wants to hang up their phone if after a period you say something that can be conveyed in a few brief remarks.
Now there are kickstands for the phone. The average YouTube video length (most of the videos in the world) is a little over 4 minutes. Do the math and let these facts flow in for a second. People don’t want to hang up for a moment. This is the world we live in right now.
Bottom line: if your video is too long, you will lose mobile viewers no matter how well it displays.
Tip 2: And throw everything away
This tip works for any screen. If there is a video on your page, it should do everything for you. Videos can be used on your homepage, but they will be better presented on your own landing page.
A clean, concise video is practically ruined by a cluttered, confusing site page.
We’re not saying your website is as ugly as the screenshot, or at least you should go. But we say there are two actors on the video side. Must be a video star and CTA is the best supporting role.
Even a popup can be a disaster. Most pop-up plugins and software are not suitable for mobile devices.
Users cannot watch the video and are frustrated if the intrusion popup is not disabled. Most plugins can block certain sites and you can really decide whether it is a mobile device or not.
Tip 3: “Word” (Responsive)
Wait a minute, aren’t we at the end of the warnings about what our websites must be responsible for (did it take a decade)?
Yes, but based on the fact that 71% of people say they recently bounced off mobile unresponsive websites, we will estimate that there is still a lot to be done. One thing people have to do now sorts the videos they are creating with the new mobile-optimized pages they are creating. Video-dedicated companies have spent thousands of dollars making sure their landing pages are working properly.
Annoying elements of code called “iframes” have caused many problems over the past few years. This is about testing the video instead of placing it on a page. You don’t have to custom code a page, but the page should be built around the video and tested extensively on mobile devices.
A good (read: responsive) video player (like Vista, Vimeo, etc.) should take care of most problems, but not trust them. Check out Apple and Android devices, be diligent.
Bonus Resources: Here is a great guide on how to deal with this common issue. Great details, but anyone with a basic knowledge of CSS and HTML needs.
Tip 4: Big text and pictures
You may have a message that gets your message across clearly and beautifully and that puts people in the frame of your mind. But if they can’t see what’s going on, you lose them.
A few words on the screen at the right time can really give this place home. However, if you use too much text, it will be shorter and more difficult to maintain. If your viewers have trouble reading the screen, they won’t hear your audio clearly.
Combine big display text and animations with a great script and focus them for as long as possible (hopefully all day).