Through the Spyglass


Being Mobile Friendly: Why Mobile Optimized Content Is Essential

Do you know what your website looks like from a mobile device? If you haven't checked recently (like in the past year), you might assume it's fine. Or if it's not, maybe you think it doesn't matter much. Don't most people check the Internet from a desktop or laptop? Not necessarily. Mobile-friendly web content is more important now than ever before.

Image Credit: Johan Larsson Image Credit: Johan Larsson

You Can’t Avoid Mobile

Nearly 40 percent of Internet time is now spent on mobile devices, according to Marketing Land. And what about retail shopping? In 2013, mobile devices were responsible for 13 percent of global paid search advertising revenues. That was up from 9 percent in 2012, says Search Engine Watch

So if you are trying to promote your business online (which you should be!), and you don't know what your website looks like from a mobile device, then you could be losing a lot of revenue and not even know it.

We have worked with clients who do social media advertising and wonder why conversion rates are lower than expected. But when audiences click from Facebook’s mobile app to go to the client's site, they are faced with a non-mobile-friendly website. Perhaps there are even pop-ups that are difficult to close from small mobile screens. Most users will get frustrated and bounce. To avoid this, make sure your website is mobile optimized and responsive to whatever mobile environment viewers may be using.

Place Yourself in the Shoes of a Prospective Customer

How do you make sure your website is appropriately optimized for mobile? Try to place yourself in a prospective customer's shoes. What would they be looking for when they tap over from Facebook, or if they pull up your website from Google Maps while driving around? What are the first things they might want to see? Consider your basic services and contact information. Can they easily tap through from your home page without expanding and shrinking the screen several times?

If you have trouble placing yourself in the shoes of a prospective customer, ask someone a bit removed, like a friend or coworker in a different department. Brace yourself for some critique and be ready to make changes that will ultimately help your online sales or lead generation. 

Consider a Mobile App

Along with ensuring your website is mobile friendly, you might consider creating a mobile app with the purpose of helping prospective customers accomplish specific goals. What questions are your customers asking? What problems are they hoping you will address? Mobile applications are a great way to help customers problem solve, and in so doing, keep your company at the forefront of their minds.

Consider brands like Home Depot. Their mobile application allows users to check inventory in different stores, know where to pick up inventory from within the store, and create shopping lists in advance of their visit. For individuals who like to DIY, this app is a goldmine.

How could your business provide similar value to your customers?