A recent Google study found that as many as 82 percent of smartphone owners use their mobile devices to access websites. But, the time spent on sites using mobile devices has become shorter. In spite of the shorter time spent on websites, conversions via mobile have increased by 29 percent.
The way customers search has changed and mobile continues to play an important role in this transition. Users are no longer certain to use laptops or desktops to conduct lengthy research. While these devices play an important role in the purchase funnel, mobile is an increasingly essential research, decision-making and intent-oriented tool in the buying cycle.
Creating a mobile responsive site is not enough. Consumers expect a site that allows them to find information easily, to navigate across devices and to accommodate their lifestyle and preferences seamlessly. As a marketer, this means going beyond mere responsiveness to understand the dynamism of your mobile consumer. Here’s some of the ways my digital agency optimize top brand websites for mobile to deliver a seamless experience:
It is important to understand your audiences’ conversion journey across different devices. Typically, mobile users use their devices for preliminary research and usually do not undertake major conversion actions such as purchasing or filling out forms—they transition to their laptop or desktop to complete such conversion activities.
However, this does not mean that you cannot leverage mobile for other smaller conversions. Whatever your primary conversion goal is, you can include other micro-conversions that can be undertaken from a mobile device, to engage users.
For example, on the primary layout, you could include a link that offers users the opportunity to learn more about the service or product, a chance to receive exclusive information through email or offer them a chance to engage on social media with your brand.
Do not let potential leads go away just because they did not convert on mobile. Use the same mobile experience to offer them chances to interact with your brand.
Google describes micro-moments as those intent-oriented moments where users reach out for their device, usually a smartphone, to look up information that they need right at that moment. The information they find is usually crucial in shaping their preferences and purchase decisions.
Utilizing the power of micro-moments requires you to identify the points in a consumer’s journey when they are likely to have these micro-moments depending on their buyer persona, preference or purchase history. These micro-moments also have implications for how users interact with your content.
A growing number of consumers expect their favorite brands to deliver a different mobile experience based on location. How can you structure your content in a way that leverages these micro-moments?
Assess users’ search data- What keywords, questions and ads are drawing users to your pages and what do they look for once they land on your pages using different devices?
Assess users’ content preferences- What type of content are users interacting with across your web properties at different stage of the sales funnel using different devices?
Assess users’ journey to your site- Trace the users’ journey to your site based on the devices they are using, especially their journey on mobile.
After identifying these micro-moments, you now want to structure your content in a way that is easily accessible to your users whether they are using a smartphone, tablet, laptop or desktop.
If you have ever tried to fill out a form or shop online using your smartphone, you know how annoying or even impractical it can be. As mentioned earlier, such major conversions are typically undertaken on larger screens.
Even then, it is possible to make conversions on mobile easier, a move that could have a positive impact on your bottom line especially if a large percentage of your traffic is coming from mobile.
Here, the basics apply:
1. Minimize the number of pages that mobile users have to pass through to get to the information they are looking for.
2. Up the ante on mobile page loading speeds.
3. Make calls to action simple, visible and easy to use.
4. Optimize mobile forms for ease of use. Some form optimization factors to consider include:
• Length of the form (should be practicably short)
• Placement of the form on the mobile site
• Making fields visible for easier typing
5. Optimize for email. More than half of emails are now read on smartphones emphasizing the need to make it easy for users to easily interact with your emails. Here too, the basics apply:
• Use easy to read, large fonts.
• Maintain simple, clean layouts.
• Make your email calls to action mobile friendly.
• Use high quality images.
There is no denying the ever-increasing prominence of mobile in consumers’ lives—in the way they shop, work and play. This makes it necessary for savvy marketers to go beyond mobile responsiveness to actually responding to the dynamic and intimate ways that consumers use their mobile devices. If you need help with creating a mobile optimized website then contact my agency here.
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