Our guest speaker from Google
spoke about how when one is designing for mobile, it is of paramount importance
to consider the user experience. I remembered him saying how a three-second
wait on desktop may seem insignificant to a desktop user (because he/she had
nowhere else to go) but on mobile, that three-second wait becomes seemingly
agonizing. That was one important insight that I took away from him – on
mobile, any additional obstacle that adds friction to the user experience (for
example, a text box asking your city when you’ve filled in the zip code), no
matter how seemingly minimal that friction is, will be magnified on mobile. As
marketers, we need to take that into consideration when creating experiences on
mobile.
Just yesterday, Facebook announced
yet another change to its News Feed: that it will increase the distribution of
links to faster loading web pages – including those that use its own Instant
Article format. This is yet another step where major tech companies are
prioritizing faster, smoother UX and penalizing sites where the UX is not
optimized. When the updated News Feed algorithm is rolled out, Facebook warns
that web pages that are “particularly slow” will likely see decreases in
traffic. Digital marketers will need to stress-test their sites with their
agencies to comply with these changes. I believe it will not be long before this
change will be applied on Instagram too.
Read all about the changes on TechCrunch.
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