8 Tips for Crafting Mobile-Optimized Content for Military Students
Military students often juggle competing demands and need accessible, user-friendly online content. In 2023, Educause reported that four in five college students connected two or more devices to Wi-Fi daily, usually a laptop and a smartphone. Mobile usage among veterans is similarly high, as more college students engage with educational materials on mobile devices. Higher education marketers should prioritize mobile-friendly content to attract and support military-connected students and ensure a streamlined, easy-to-navigate online experience. These eight mobile-first strategies will help your institution reach and resonate with military learners.
1. Create a Dedicated, Mobile-Optimized Military Student Page
Military students need quick access to specific information about support services, financial aid, and flexible programs. Design a mobile-responsive page dedicated to military students, with sections like admissions, credit transfer, and financial assistance. Consider using expandable accordion menus that allow users to quickly tap for more information, creating an organized, compact page that's easily scannable on mobile devices.
2. Use Clickable, Mobile-Friendly Calls to Action (CTAs)
Effective CTAs are crucial in guiding mobile users through content. Buttons for applications, program inquiries, or information sessions should be bold, easy to tap, and intuitively placed. Consider using sticky CTAs—buttons that stay visible as users scroll down the page—to encourage action without interrupting their browsing. For example, a floating "Apply Now" button can significantly boost engagement, especially for smartphone visitors who don't want to scroll back up to find a link.
3. Streamline Financial Aid Information with Mobile-First Design
Financial aid options like the GI Bill®️, Yellow Ribbon Program, and scholarships are essential for military students. Mobile-friendly financial aid pages should organize information effectively using bullet points, short paragraphs, and drop-down FAQs. Complex forms or instructions should be broken into steps, guiding users through an overwhelming process. Visual aids like infographics and charts also improve readability on small screens and help students grasp key financial aid options at a glance.
4. Incorporate Multimedia Content for Mobile
Engage military students with multimedia content, such as short, high-impact videos about available support resources or "day-in-the-life" student stories. Video content accounts for a high amount of mobile traffic, and military students appreciate quick, relatable insights into campus life. Ensure videos are optimized to load quickly on mobile devices, with closed captions and subtitles for accessibility. Brief interviews with veteran students or walk-throughs of admissions processes can offer clarity and foster a sense of connection.
5. Optimize for Speed and Simplicity
Mobile users are likelier to abandon slow-loading pages or sites cluttered with unnecessary elements. Since military students often balance many responsibilities, they prioritize speed and simplicity. Keep pages under two seconds to load, limit image sizes, and avoid unnecessary graphics or lengthy descriptions. Tools like Google's PageSpeed Insights can provide specific recommendations to improve load times, making your site more responsive to military students on the go.
6. Enhance Navigation with Simple Menus and Search Features
Effective navigation is critical on mobile. Simplified menus that condense multiple links and prominent search bars can help military students quickly locate information on programs, support services, or application steps. For added convenience, ensure that important links, such as "Veterans' Benefits" or "Credit Transfer," are front and center. Simple, clickable pathways and dropdowns reduce frustration and make information easily accessible.
7. Add Mobile-Friendly, Fillable Forms for Quick Submissions
From inquiries to applications, forms should be short, simple, and fillable on mobile—design fields with touch-friendly sizing, autofill capabilities, and drop-down menus to minimize typing. For veteran-specific forms, consider a progress bar so military students can see how many steps remain, and include automatic saving in case they need to pause. Short, mobile-optimized forms improve completion rates by over 30%, increasing prospective students' likelihood of submitting their information.
8. Use SMS Text and In-App Messaging for Updates
Many military students prefer quick, on-the-go updates. SMS text and mobile-friendly chat options are ideal for conveying reminders about application deadlines, financial aid updates, or orientation events. Personalized messages like “Your GI Bill®️ benefits application is complete! Here's what to expect next” can provide clarity and build trust. Offering chat support through an app or dedicated mobile site section also makes it easy for prospective students to ask quick questions and receive real-time responses.
Creating a mobile-friendly experience for military students goes beyond aesthetics; it's about crafting an efficient, relevant, and user-focused journey. Through dedicated pages, mobile-optimized multimedia, and user-centered navigation, your institution can build a platform that respects the needs of military students and improves their access to essential information.
Are you curious how one institution enhanced its military student growth by over 30%?