Use These 5 Responsive Design Best Practices to Make Your Customer Experiences Truly Mobile-Friendly

November 9, 2021 | 3 minute read
Jason Witt
VP, Executive Creative Director, Oracle Digital Experience Agency
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Nearly every site is now responsive, and most emails are, too. But just because a brand is using responsive design doesn’t mean that they’re providing a mobile-friendly customer experience.

Responsive design functionality doesn’t take the place of mobile-friendly design principles. Brands need to use them both.

Here are some easy-to-implement, mobile-friendly best practices to follow for your websites, emails, and other mobile content.

Ensure that Fonts Are a Legible Size.

For standard body copy, brands should use 16pt fonts. Headlines should range from 40-60px; subheads 30-40px; and legal copy 14-16px.

Make Buttons and Links Finger-Friendly.

For primary calls to action (CTAs), use buttons that are at least 44px by 44px, according to Apple Developer guidelines. At that size, people can accurately tap them.

Equally as important, CTAs and other linked content should have at least 20 pixels of padding between them to prevent the frustration of accidental taps.

Be Selective about What Elements Are Linked.

Because people have to touch their mobile device to scroll, making everything clickable can lead to mis-clicks that can ruin the user experience. Instead, focus on linking key content, such as CTAs, major headlines, and select images, like those of products.

Use a Single-Column Design.

In most cases, using a two-column design is going to make content too small to see well. That’s especially true for text and especially true on mobile devices with smaller screens.

However, in some cases, using a two-column grid to help feature more products in the viewport at a time is more efficient, which brands can prove via A/B testing. Using brief product descriptions are key to maintaining a balanced mix of images and content while also not compromising on mobile-friendly font sizes.

Keep Inclusive Design Principles in Mind.

Because someone can be anywhere when engaging with your content on a mobile device, inclusive design practices become even more important. For example, while a 44px width is good for icons like hamburger menu icons, primary call-to-action buttons are the most user-friendly when they’re full-width. That allows both lefties and righties to easily click them—as well as people who are missing a limb, have a broken arm, or are holding onto a subway pole or holding a bag.

Having high-contrast text is also important. This not only helps people who have poor vision, but it’s also better for someone who’s out in bright sunlight with their mobile device. Text should have a contrast ratio of at least 4.5:1, according to the World Wide Web Consortium’s Web Content Accessibility Guidelines. If the text is 18pt or larger, or is bold and 14pt or larger, a contrast ratio of 3:1 is fine.

A Winning Combination for High-Quality Customer Experience

Usability is a foundational element of crafting the seamless customer experiences today’s customers have come to expect. Brands that use these best practices along with responsive design will find they’ve created truly mobile-friendly experiences, which their customers will reward with high engagement and conversions.

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Need help with the design of your digital marketing campaigns? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Oracle customers create stronger connections with their customers, partners, and employees, even if they’re not using an Oracle platform as the foundation of that experience. Handling everything from creative and strategy to content planning and project management, we consistently exceed our clients’ expectations, earning a customer satisfaction rate of 96%.

For help overcoming your challenges or seizing your opportunities, talk to your Oracle account manager, visit us online, or email us at OracleAgency_US@Oracle.com.

Jason Witt

VP, Executive Creative Director, Oracle Digital Experience Agency

Jason Witt is the VP, Executive Creative Director, at Oracle Digital Experience Agency. He has over 15 years of digital creative experience helping clients deliver engaging brand stories. For the past seven years, Jason has focused on creating highly personalized experiences through email marketing, leading teams that produce award-winning creative work.


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