Improving mobile technologies in digital marketing mixes can significantly increase mobile web traffic and help you reach your target market.
In 2016, mobile internet usage surpassed desktop browsing for the first time. This comes as no surprise considering the consistent upward trend of mobile computing. What is surprising, however, is how many companies have yet to prioritize on a mobile strategy. Optimizing mobility has never been more crucial. In fact, 60% of consumer purchases are now performed via a mobile device and 90% of consumers use their smartphones while shopping to compare prices, check reviews, and search for product information. Consequently, having a mobile presence in every step of the purchase process has become extremely important. Utilizing mobile technology can have significant impact on reaching your target market.
Here, we’ll discuss how optimizing your site for mobile impacts it’s SEO and your user’s experience. You have a great, high-ranking website. Now it’s time to:
1. Improve Mobile Conversion Performance
If your website doesn’t translate well to mobile devices, you’re doing your company a disservice. Customers are more likely to move on if they can’t find what they are looking for immediately. Often, a few simple tricks can drastically improve your mobile web experience.
- Less is more. Too much content can take away from your mobile site. If the user has to scroll through large amounts of content without finding what they are looking for, they may give up and move on. Adjust content to get your message across without information overload.
“57% of users say they won’t recommend a business with a poorly designed mobile site.”
- Size matters. Be in control of your site’s scale and dimensions. Touch errors, which can be a caused by buttons that are too small, can be extremely frustrating for visitors. Also, if customers have to pinch zoom in and out, your website may look amateur.
- Simplicity is key. Your menu and navigation should be easy to use and not force users to hunt for information they are looking for. Avoid asking your customers to input a lot of their own information, which can be difficult without a keyboard. Consider auto-fill and social log-ins instead of forcing users to make accounts.
2. Make Sharing Easy
Mobile users expect fluidity between social media platforms and your company’s website. We’ve discussed how building a social media presence increases your page’s offsite SEO. Now, be sure they have a pleasant experience once they reach your site. Furthermore, mobile friendly page should make social media sharing simple. Viewers don’t want to hunt for your social media buttons. Be sure they are easy to locate and support all major social media platforms.
3. Mobile SEO
On December 13th of last year, Google’s Gary Illyes confirmed that mobile SEO is a big driver in page rank. A well designed mobile site decreases bounce rate, increases inbound links, and encourages social media sharing. Yet there are other factors involved in mobile SEO. Google, and their ever-evolving algorithms also look for:
- Speed. Nobody likes waiting for a page to load. Keep your load times fast. Remember, you could have a poor data speeds working against you.
- Responsive Web Design. This simply means that your website can easily adapt to different devices. Your website should be coded to adjust to different orientations, as well as different platforms.
- Avoid Flash. Mobile web browsers don’t like flash. Apple never embraced it, Adobe abandoned it, and frankly, it’s outdated.
“Flash is a closed, proprietary system on a web that deserves open standards. And it’s a resource-heavy battery suck.” –wired.com
- Get Rid of Pop-ups. Pop-up ads can ruin a mobile web browsing experience. In fact, can’t think of anyone that likes them on desktops either. Get rid of them and your viewers (and Google) will thank you for it.
- Allow Search. Give your users the ability to search for what they want. Include filters and suggestions.
4. Be First to be Mobile-First
Page rank is still primarily based on desktop web design*. However, it is only a matter of time before mobile leads the way. Developing a website with mobile capabilities FIRST may be the new frontier. Rather than worrying about conversion, you’ll know your site is mobile-friendly. After all, it was built that way.