With the number of unique mobile connections (7.45 billion) now outstripping the global population (7.2 billion) it’s easy to see why Google decided to increase their use of ‘mobile friendliness’ as a ranking signal
With four out of five 18-29 year olds stating that their smartphone plays an integral role in their lives, it’s clear that brands should be paying the same attention as Google. Mobile searches actually surpassed desktop searches earlier this year meaning that your market is mobile and that you should be too. So here are 5 ways to make marketing on mobile more simple.
Have a responsive or adaptive website
It is no longer a valid workaround simply to have a second, mobile friendly site. Not only do these sites tend to have reduced functionality they can often be overlooked when updating the desktop site. A responsive website automatically resizes site content to match the users screen size, thereby giving mobile and desktop users the same online experience, while an adaptive site is intent led, catering the content to the likely needs of each potential device.
Speed up your site
4G is not yet available everywhere and 25% of viewers will abandon your website after only 4 seconds. Reduce the amount of external media, Java or Flash you use, improve your file optimisation, upgrade your webhosting and compress your pages using either <?php ob_start(“ob_gzhandler”); ?> or zlib.output_compression to reduce load times
Think for mobile
It may seem simple, but any smartphone user will tell you how rare it seems to be. When refreshing your web presence, think about what a mobile user needs! Place important information at the top of the page, craft larger more tap-able buttons and use larger, clearer fonts and collapsible menus.
Make your call to action clear
For a retailer, your ‘add to cart’ and ‘view cart’ CTA’s should be prominent, for entertainment the same is true for ‘book now’. Whether on mobile or desktop, your website is your primary interaction with your consumer, so make it easy for them to do what you want them to!
Your brand’s relationship with a mobile user is more intimate than with a desktop user – you will go to work with them, jogging with them, and up to 44% of mobile users will take you to bed. You should look to maximise this relationship by increasing your output of social and shareable content.
With average bounce rates somewhere around 60-70% for mobile users; your brand is potentially losing two thirds of its potential consumers before they’ve clicked a thing. Yet with any these five hints you could improve your marketing to mobile consumers, and more consumers is never a bad thing, is it?