OMS: Tips for optimal mobile usability

From layout and navigation to usability: in addition to high-quality content, it is the usability of a mobile daily newspaper website that determines whether users prefer to visit it, making it an attractive and high-reach advertising environment for mobile campaigns. The German premium marketer OMS shows how a mobile daily newspaper website should be structured in order to be as usable and marketable as possible in ten tips for optimal mobile usability, which are based on the latest results of the qualitative study "OMS Mobile Usability":

Keep navigation compact: Mobile users in particular need to be able to switch quickly between topics on a daily newspaper website. The navigation should therefore be compact and always available. This allows users to switch topics effortlessly at any point on the page.

Enable quick access: Quick links, for example for the top category or important topics such as traffic and weather, lead the user effortlessly and directly to the most up-to-date and popular content on the mobile site. Cross links at the bottom of the article pages are very popular.

Offer current content on the start page: Users want to get a quick and informative overview of all the latest content on the homepage. The latest content and direct links to the top content should be displayed at the top of the page to facilitate a quick news overview in between.

Ensure operability by touch: Touch input requires a cleaner and simpler web design than on the desktop. All interaction elements should be large enough to be easily operated with a finger. A physical size of at least 7×7 mm with spacing of at least 2 mm is recommended.

Make functional operating elements visible: While users usually recognize all clickable elements quickly, touchable interaction elements are still being learned by many. On mobile sites, it should therefore be made clear which elements are functional and what is behind them.

Offer swipe gestures for scroll function: The swipe gesture for the scroll function is now expected by most smartphone users. However, it is only really fun when it works intuitively and smoothly.

Keep loading times short: In general, the use of mobile daily newspaper websites is about quick access to information. Loading times should therefore be kept as short as possible. For example, it is a good idea not to display content in full immediately, but to upload it in full only when required.

Align layout for use on a smartphone: A good mix and an appropriate size of image and text are preferable for the small display of the smartphone. The images should be easily recognizable, but never take up the entire visible area.

Choose a clear typeface: To make reading the mobile site as pleasant as possible, the typeface should be as clear as possible. The font size should also be adapted to the small format of the smartphone.

Offer simple partial functions: Sharing information with friends is just as important on a smartphone as it is on a desktop. All relevant "sharing" functions should therefore also be easy to find and simple to use on mobile devices.