I recently was doing some research on local HVAC companies to inquire about getting a new unit for our house, and naturally, I can never turn my design-mind off.
Browsing on my phone, I came across one site in particular that threw all kinds of red flags for me.
Let’s take a look and break it down, plus the changes I recommend making for a better user experience (and boost in conversions).
Breakdown of the issues on mobile
Cluttered sticky nav
The navigation at the top has a total of 5 calls to action! This, for me, causes complete overwhelm.
Oversized heading
The main H1 heading on the page is so large on mobile, you can only read one word per line. This tells me it’s far too big and makes the readability difficult.
Low content visibility
Because of the oversized heading, and chatbot, there is barely any visible viewport left. This makes me claustrophobic.
Distracting chatbot
Ugh! A chatbot…right? Its open-by-default setting makes it cover valuable content underneath (plus is so intrusive and distracting).
Now, knowing these issues, how would I fix it? Let’s see an after:
Mobile fixes I would make
Reduce CTAs + add branding
I removed the unimportant calls to action and kept the ones that mattered. Plus, I added in the company logo so their brand is always visible. Just like I was, people are browsing multiple companies for HVAC services, and if your brand isn’t there, how will they know who they’re calling?
Reduced H1 font size
I reduced the heading font quite a bit. Some might say too much, but the hierarchy here still remains intact. The thick, bubbly font choice makes it bold enough to stand out still even at a smaller scale, and the readability score increases greatly.
Removed chatbot
This is self-explanatory, but nobody likes chatbots. They’re always just a bot, who can’t ever help, and on mobile it was covering prime real estate.
The Design to Dollars Takeaway
On mobile, everything has to compete for a very small amount of space. So before adding another button, a bigger heading, or a chat widget, it’s worth asking whether it will actually help someone decide to call you, because if it doesn’t, it’s probably pushing out something that would.
Thanks for reading,
