Mobile devices have not only grown our access to the web, they have completely influenced our browsing behavior. In 2018, 52 percent of all website traffic worldwide was generated through mobile phones, up from 50 percent in the previous year—and that’s not even including other types of mobile devices like tablets.

What does this mean for your business? Your website has to be mobile-friendly in order to compete. If you want to increase your leads and conversions, there are several key mobile site features you must use. Here’s a list of the must-have features for a mobile site.

Responsive Website Design

Think of all the different devices that exist in the world. Back in 2015, it was estimated that there were over 24,000 types of Androids—and that’s only referring to smartphones. Today we also have tablets and wearables like Apple Watch in the mix. The bottom line is that, since each of these devices have different sized screens and capabilities, your mobile site can look totally different from one device to the next. But, there is a way to create a site that displays consistently across all devices, and that’s with responsive design.

Responsive design is a type of web design that, as the name suggests, responds accordingly to each device. This means that your website will still provide the same level of user experience no matter if your customers are visiting through their desktop, tablet or smartphone. Responsive design automatically formats the site to adjust to the device.

Simple mobile-navigation

There is a big difference in the experience of navigating through a website from a desktop or laptop as compared with a mobile device. After all, your visitors are interacting with your site by touching a screen on their mobile device, not clicking with a touchpad or mouse. This means you have to design your navigation design with touch in mind. The industry standard for button size (to be tapped by your visitors) is no less than 40 pixels in width and height. As long as you implement responsive design (as mentioned above) your site will automatically scale to accommodate the user’s touchscreen.

Clear CTA

Every website should display a clear call-to-action to steer your visitors towards the activity you want them to take, whether it’s joining your newsletter, downloading your e-book or redeeming a deal. The same goes for your mobile site, only you must be mindful of the CTA size. The CTA on your mobile site can’t take up the whole screen like they often do on websites. Instead, place it in the header of the mobile site and make it “sticky” so it’s always present on the screen no matter where the visitor navigates or scrolls.

Easy Shopping Cart and Checkout Flow

If you sell a product or service, then you need to optimize your checkout flow for mobile, which will make a huge difference in your conversions. For starters, place the shopping cart icon in the header and make it sticky so it is visible everywhere on the mobile site so visitors can easily check their carts.

Now think about how your visitors are interacting with your site from their phones: using their thumb. The mechanics of how people hold and use their phones play a big role in how to organize buttons for comfort. Ideally, place the most important action buttons within a comfortable reach of the thumb.


The large majority of users access mobile websites from their smartphones (as opposed to tablets). That’s why it’s especially important to add a simple, clear button that allows the user to call your business in a tap. While you should also list your phone number on your site, a click-to-call button allows the visitor to make a seamless transition from viewing your site to contacting you, without having to leave your site. It’s a small yet powerful feature that can drastically improve conversions. This mobile site feature is particularly relevant for services that take appointments and reservations like salons, restaurants and home repair.

To Sum Up

The above list of features is recommended for all businesses. But, every industry has its own set of mobile site needs and features to target their specific audience. So, first start with the must-haves, but then do you research to see which additional features best suit your business. What works for a restaurant’s mobile site, for example, will be different than what works for an accountant’s site.