How to write copy for better mobile experience: best practices for small screens.

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As mobile devices become more popular, it’s essential to understand how to write copy for small screens. With limited screen space, you need to make sure your message is clear, concise, and easy to read. In this book, we’ll explore best practices for writing copy that enhances the mobile experience.

Who are mobile users?

Mobile users can be anyone who uses a smartphone or tablet device to access the internet, communicate, and interact with digital content. Mobile users include people from all walks of life, such as students, professionals, stay-at-home parents, and retirees. Mobile devices have made it possible for people to stay connected and engaged with the world around them, no matter where they are.

What are their needs and motivations?

Mobile users have unique needs and motivations when it comes to using their devices. They are often looking for quick access to information, entertainment, and social media. Mobile users are also looking for convenience and ease of use when interacting with digital content. They want to be able to access information quickly, without having to navigate through a lot of pages or wait for content to load.

How does mobile usage differ from desktop usage?

Mobile usage differs from desktop usage in several ways. First, mobile devices have smaller screens, which means that content needs to be optimized for small screens to ensure readability. Mobile devices also have different interaction methods, such as swiping, tapping, and scrolling, which require a different approach to design and usability.

Second, mobile users are often on the go, which means that they have less time to spend interacting with content. This means that content needs to be easily scannable and should convey the message quickly.

What are the common challenges mobile users face when reading copy?

Mobile users face several challenges when reading copy on their devices. First, the small screen size makes it difficult to read long paragraphs or blocks of text. This can lead to eye strain and frustration. Second, mobile users often have limited bandwidth, which means that pages and content need to load quickly. Slow loading times can lead to user abandonment and decreased engagement.

Third, mobile users are often distracted and multitasking while using their devices, which means that they may not be fully engaged with the content they are reading. This makes it even more important to write clear, concise, and attention-grabbing copy that quickly conveys the message.

1. Use concise language: Mobile users don’t have the time or patience to read long, convoluted sentences. Keep your language simple, direct, and to the point. Use active voice and avoid unnecessary adjectives and adverbs.
2. Keep paragraphs short: Long paragraphs can be intimidating and difficult to read on small screens. Keep your paragraphs short and focused on a single idea. Use white space to break up text and make it more visually appealing.
3. Use bullet points and lists: Bullet points and lists are a great way to organize information and make it easy to scan. Use them to highlight key points and features.
4. Use headings and subheadings: Headings and subheadings help users navigate your content and find the information they need quickly. Use descriptive headings that accurately reflect the content of the section.
5. Use contrasting colors to make text stand out: Contrasting colors can help text stand out on small screens. Use dark text on a light background or vice versa.
6. Use images and videos to support copy: Images and videos can be a great way to illustrate your message and break up text. Use high-quality visuals that are optimized for mobile devices.

Best practices for mobile website copy:

1. Keep it simple and concise: Mobile users have limited attention spans and are often looking for information quickly. Use simple and concise language that gets to the point quickly. Avoid long paragraphs and break up your copy with headings and bullet points.
2. Use a clear and legible font: Small screens require a font that is easy to read. Stick to simple and legible fonts such as Arial, Verdana, or Helvetica.
3. Use a mobile-friendly design: A mobile-friendly design is essential for creating an excellent user experience. Use responsive design to ensure that your website adjusts to different screen sizes and orientations. Make sure your website is easy to navigate and that links and buttons are easy to click.
4. Prioritize content: Prioritize content that is most relevant to mobile users. For example, contact information, directions, and store hours are essential for mobile users on the go.
5. Use images and videos: Images and videos can help break up text and make your website more engaging. However, make sure to use optimized images and videos to ensure that your website doesn’t take too long to load.

Best practices for mobile app copy:

1. Keep it brief: Mobile apps are typically used on the go, so your copy should be brief and to the point. Use concise language that is easy to read and understand.
2. Use a friendly tone: Mobile apps are often used for entertainment or leisure, so using a friendly tone can help create a more relaxed and enjoyable experience.
3. Use clear and legible fonts: As with mobile websites, use simple and legible fonts that are easy to read on small screens.
4. Use push notifications carefully: Push notifications can be a powerful tool to engage users, but they can also be annoying if overused. Use push notifications sparingly and make sure they are relevant and useful to users.
5. Use visuals to enhance the user experience: Visuals such as icons, animations, and images can help create a more engaging user experience. However, make sure to use them sparingly and only when they add value to the user experience.

How to write for different screen sizes.

Writing for different screen sizes can be challenging, but there are a few best practices to keep in mind:

1. Prioritize content: As mentioned earlier, prioritize content that is most relevant to mobile users. This includes contact information, store hours, and directions.
2. Use responsive design: Responsive design ensures that your website or app adjusts to different screen sizes and orientations, providing a consistent user experience across different devices.
3. Use visual cues: Visual cues such as arrows and icons can help guide users to important information and make your website or app more intuitive to use.
4. Test your copy on different devices: Testing your copy on different devices is crucial to ensure that it is easy to read and understand on different screen sizes.

The Importance of Mobile SEO:Mobile SEO is the process of optimizing your website’s content for mobile devices to ensure it ranks well in mobile search results. With Google’s mobile-first indexing, mobile SEO has become even more critical. Mobile-first indexing means that Google will primarily use the mobile version of your website to index and rank your content. If your website is not optimized for mobile, you risk losing out on valuable traffic.

Best Practices for Optimizing Copy for Mobile SEO:

• Use Shorter Sentences and Paragraphs: When writing for mobile SEO, it’s essential to keep your sentences and paragraphs short and to the point. Mobile users have a shorter attention span, and long paragraphs can be difficult to read on small screens. Use shorter sentences and paragraphs to make your content easier to read and understand.
• Use Clear and Concise Language: Mobile users are typically on the go and don’t have the time to read through lengthy content. Use clear and concise language to get your message across quickly. Avoid using technical jargon or complicated vocabulary that might confuse your audience.
• Optimize Your Headlines and Subheadings: Your headlines and subheadings are the first things mobile users will see, so it’s crucial to optimize them for SEO. Use descriptive and relevant keywords in your headlines and subheadings to help your content rank higher in mobile search results.
• Use Bulleted Lists and Numbered Lists: Mobile users prefer content that is easy to skim through, and bulleted or numbered lists can help break up your content into more digestible chunks. Use lists to highlight key points in your content and make it easier for mobile users to read.
• Use Responsive Design: Responsive design is crucial for mobile SEO because it ensures your website is optimized for all screen sizes. Responsive design means that your website will adapt to the screen size of the device being used to view it. This makes it easier for mobile users to navigate your website and read your content.
• Optimize Your Images and Videos: Optimizing your images and videos for mobile SEO is essential. Compress your images and videos to reduce their file size, and use descriptive file names and alt tags to help them rank in mobile search results.

What is A/B testing?

A/B testing is a method of testing two versions of the same content to determine which one performs better. In the case of mobile copy involves testing two versions of the same copy on a mobile device to see which one resonates better with your audience. You can test different elements of your copy, such as headlines, subheadings, body copy, calls to action, and even different layouts and designs.

How to conduct A/B testing for mobile copy?

• Determine your goals: Before you start A/B testing your mobile copy, you need to determine what you want to achieve. Are you trying to increase conversions, click-through rates, or engagement? Once you have set your goals, you can focus on creating variations of your copy that will help you achieve them.
• Create your variations: Once you have set your goals, you can start creating variations of your mobile copy. You can test different headlines, subheadings, body copy, and calls to action. It’s essential to create variations that are significantly different from each other so that you can see the impact of the changes.
• Test one element at a time: It’s important to test only one element at a time to determine which variation is causing the change. If you test too many elements at once, it will be difficult to determine which change led to the improvement.
• Choose your sample size: Your sample size should be large enough to provide meaningful results but not so large that it takes too long to get results. A sample size of at least 100 is usually sufficient.
• Monitor the results: Once you have started your A/B test, you need to monitor the results closely. You can use tools such as Google Analytics or other A/B testing tools to track the performance of each variation. Once you have collected enough data, you can determine which variation performed better and use it as your new copy.

Examples of successful A/B tests:

• Headline A/B test: A/B testing headlines is one of the most common tests. A popular news website tested two headlines for the same article. The original headline was “Man Loses 50 Pounds in One Month,” and the second variation was “Lose 50 Pounds in Just One Month with These Simple Tips.” The second variation increased click-through rates by 73%.
• Call-to-Action A/B test: A/B testing the call-to-action is another effective way to optimize mobile copy. A software company tested two variations of their call-to-action button. The original button read “Sign Up Now,” and the second variation was “Start Your Free Trial Now.” The second variation increased sign-ups by 38%.
• Layout A/B test: A/B testing different layouts and designs can also lead to significant improvements in mobile copy. A travel website tested two variations of their homepage layout. The original layout had a hero image with a search bar below it. The second variation had a hero image with a search bar overlaid on the image. The second variation increased conversions by 15%.