Half of all web traffic is now coming from mobile devices, according to Google. This means it’s more important than ever for businesses to have competitive mobile strategies, or they risk losing website traffic and conversions. Are you maximizing your mobile impact? Here are four approaches that can help you get the most out of the millions of mobile searches happening every year.
1. Make sure your design is mobile-friendly
Did you know that 72 percent of customers demand mobile-friendly websites? If your site was designed with desktop-only users in mind, you risk losing traffic from mobile searches.
Google and other search engines already use mobile optimization as a ranking factor in results pages. They understand that there’s nothing worse for mobile users than clicking a link and landing on a page that doesn’t fit properly on the smartphone screen. This forces the visitor to do a lot of pinching and dragging to get at the information they want, if they don’t bounce off the page immediately.
Give mobile searchers a positive user experience. Build mobile-specific pages for smartphones and tablets or update to a responsive design that adapts to whatever device the customer is using.
2. Simplify conversions
Make it effortless for mobile users to convert on your website with clear calls to action that are easy to use. This last part is very important for successful mobile marketing strategies.
“Often, converting on a mobile phone is cumbersome. It is highly likely that dev work put toward facilitating mobile conversions will have a positive ROI,” wrote Amy Bishop in a recent Search Engine Land article.
Your calls to action could take the form of a big ‘Buy’ button at the top of the page, or it could be something more subtle. Remember that mobile customers aren’t always ready to make a purchase. They might just be searching for product information. A study by Google/IPSOS found that 82 percent of consumers do last-minute research to compare brands, even while they’re already standing in store aisles looking at the products.
Some on-the-go mobile users might also be looking for:
- A phone number to contact you
- Hours of operation
- A way to sign up for an email list
Anticipate the actions your customers will want to take and optimize your site for micro conversions that move them further down the sales funnel.
3. Learn about mobile user behavior
Dig into your analytics to see how mobile users interact with your site. How long do they spend on each page? Where do they drop off? What do they click on? How do they convert?
It’s possible that they follow nearly the same habits as desktop users, or that they vary drastically.
You might find that while desktop users generally click on and fill out Contact Us forms, mobile users rarely do. This clues you into the possibility that the forms are difficult to complete on small smartphone screens. With this information, you can make strategic changes, like eliminating fields or rebuilding the form to be more mobile-friendly.
A small adjustment could be the key to more conversions from your mobile visitors, but you won’t know what changes you need to make until you learn more about their behavior.
4. Target based on location
Mobile strategies should, by nature, reflect the mobility of users as they engage with websites. Consider a location-based strategy that targets customers as they search on the go, such as:
- Display ads for mobile users within a certain proximity of your location
- A keyword strategy that includes city or neighborhood names, like: “design firms in Chicago” or “hotels in the lower East side”
- “Near me” searches on Google that connect customers to nearby businesses
Mobile optimization is a growing part of SEO. It now represents half of all Google searches, and all signs point toward it becoming more important in the future. The stakes are rising, and there are real opportunities to be even more successful with a fine-tuned mobile strategy.
If you learn more about how to optimize for mobile users and make the maximum impact with your business website, contact us.