Is your website ready for mobile-friendly bookings?

Mobile bookings are a challenge for the hotel industry. Even as traffic on mobile continues rising, and now outstrips desktop comfortably, conversion rates on mobile aren’t quite keeping up.

Now there’s a growing trend in the industry to flip this on its head and begin by focusing primarily on mobile design considerations. This article will show why mobile-first, or progressive enhancement, is now the best way to design for hotels.

1. Content Hierarchy

Mobile-first design means focusing on displaying content in the most rational way. The smaller screen size can only handle one module of content on top of the other, and has to do this without looking messy. It forces designers to choose the most relevant and important pieces to be put in the most visible positions. 

Additional layers of content can then be added for visitors who browse using larger screens further down the process. This method offers a standardised user experienceacross all platforms and decreases download time which is one of the most important factors for mobile user experience.

2. Enlarge touch targets

The size and shape of a button on mobile can make or break whether it’s actually used or not.  Buttons need to look like buttons so think about their size, shape and padding.  If a user can’t identify a clickable element they won’t click on it. Make sure to give hyperlinks plenty of space too.

3. Keep Your Site Light

Site weight affects the load time of a website and is crucial for converting leads into bookings on mobile. Just as with content, the designer is forced to cut down on clutter such as fancy hover menus, sliders, and flash-based animations. Other things to consider with site weight is using fewer and lighter images, which will ensure the mobile site loads faster and keeps the user in the funnel for as long as possible.

Exactly how long does your site have to load before you lose your audience? Figures by KissMetrics indicate that 40% of users abandon a website that takes more than 3 seconds to load, so taking note of these tips to make your site load faster is essential for increasing conversions.

Conclusion

The aim of mobile-first web design is not to reverse the problem by creating a poor desktop experience instead of a poor mobile experience. Both mobile and desktop solutions should operate well for the user, therefore sales, engagement and goal conversions will follow.

As mobile continues to rise, and the mobile-first approach becomes king, future designers will become experts in this type of UX design and the process will become smoother, quicker and cheaper – that’s if another approach has not taken over before then.

Read more: SEO Tips: How to optimise your hotel images