It’s not every day you get an opportunity to jump ahead of your competitors. But if one did appear, would you be willing to seize it?
Mobile marketing is one of those exciting opportunities. Below you’ll find 12 essential points you need to cover in your mobile website so you can get your site found and give your users the best experience possible.
How Consumers Use their Mobile Devices
Your customers rely on their smartphones to do pre-purchase research, get information quickly, and then sometimes buy online. 40% of mobile ecommerce is being done on smartphones rather than tablets.
As consumers become more accustomed to using them, they’ll be using PCs, laptops, and tablets less. Many websites are being designed so they are viewable on these small screens.
And that’s important because if they can’t read it and they can’t click the tiny buttons with their bare fingers, they’ll be going next to your competitor’s website.
They Need to Find Your Web site and Like it
There are 2 issues to building websites for smartphones: (1) findability and (2) usability.
Smartphones from Microsoft, Samsung, Apple, Nokia, and others have varied operating systems. Your web designer needs to understand the technical and human complexities of mobile programming, so your site gets indexed by Google.
The key is in knowing about engagement touchpoints with consumers and how to ensure your content makes the right impact and generates the right action (e.g., brand awareness, contact, or a purchase).
Top 12 Mobile Design Tips
We have issues to solve and these 12 key solutions will help you build an outstanding mobile web presence.
- Responsive Design: Viewability in any Sized Screen or Orientation. Each device old and new has its own unique screen size and that means your website has to look good on all of them. Fortunately, responsive design is a type of programming that allows your pictures and text to line up properly. That makes it easy to read and interact with, even if they turn their phone sideways.
- Icons and Big Buttons: Ringer Touch-based Usability. Our fingers aren’t the most precise tools for pixel based touches. By making graphic elements and hyperlinks easier to see and touch, your visitors will suffer less frustration. And minimizing frustration is a big priority.
- Interactivity with Social Media. Mobile users are highly social and you want to allow them to move freely back and forth between their Facebook, Twitter, Google+, Pinterest, and Youtube pages and apps. You need to encourage the social connections.
- Predictive Search. When users search using Google, they offer up other related keyword phrases automatically. Your SEO expert will know what those phrases are and be able to optimize your mobile site for those specific phrases. Users often click on Google’s auto-suggestions so you’ll want to be ranked at the top for those keyword phrases.
- Simplicity in Layout and Menu Options. Simple designs are easy to comprehend. They don’t confuse. If visitors are comfortable with your site, they’re less likely to leave.
- Essential Navigation. Include only the most vital content and navigation routes. You may want to create unique versions of your pages for your mobile site. Visitors are often on the go and may not have patience for long content. Shorter, more concise versions might work better.
- Geo-sensitive Dynamic Content Add-ins. Some businesses with multiple locations may want to detect the users exact location and deliver specific content and promotions to them. The more relevant it is to them at that time and location, the more likely they’ll shop with you rather than a competitor.
- Download Speed. If your server is too slow or your content file sizes are too big, they may not wait. And Google uses page loading times as a factor in rankings. Your designer needs to keep loading times fast.
- Integration with Apps for Mobile Push. An app isn’t always necessary, however an app offers you the opportunity to push out alerts and messages to your followers and fans. Mobile push is a priority this year for many marketers.
- Integration with Google maps & Google local business. Mobile users are big maps users. If they’re on the bus, subway or driving in a car, or in another city, they want to know where the nearest business location is. You want to ensure your business street location is listed right on the map.
- HTML5 Compatibility. Certain things such as Java programming and Flash movies do not play on many devices. By adhering to the html5 markup standard, your pages, video and forms will appear and behave correctly on most devices.
- Test for Device Compatibility and User Response. Testing is a troublesome matter for many designers. You need to know your pages work in most popular devices and to know if visitors are navigating your site correctly and without undue frustration.
Mobile marketing is an exciting area with limitless potential for your small to medium sized business. Mobile issues will impact a number of areas of your business including customer service, content marketing, content strategy, social media, search engine optimization, and advertising.
These are just some of the questions and issues you need to address before you design your website and launch your online marketing campaign. Today’s market is complex and hopefully you have the right marketing staff who are up to date on it. Good luck with your campaigns.