Why mobile optimisation is so important in 2017

By Lee on

More and more of business is being done on mobile. In 2017 this is an effective way for your business to communicate with your audience, the way your audience finds you, the way they use your product or service and the way they buy it. We run you through our thoughts on how businesses can now cope using just mobile and how important mobile optimisation has become.

mobile friendly

How important is mobile optimisation?

In 2014, we passed the mobile tipping point. There are now more people who own a mobile device in the world than a desktop computer. And that gap is growing fast.

The mobile tipping point was just the beginning. No matter what your business is, your audience wants easy, convenient access to your business.

Today the way you optimise your website and how mobile friendly it is can make your business better. But there is still a lot we can all improve. Being mobile friendly is has become a huge statement in the last few years but when it comes to your website you shouldn’t stop there.

Most businesses across the UK now have mobile friendly websites but when it comes to mobile optimisation they are still targeting their audience the same way they were years ago. With more people now using mobile phones and tablets instead of laptops and pcs, your business needs to be targeting your audience in a way that suits them.

If your business is now looking at how to target your audience correctly then you need to change the way in which your do your online marketing. When your customer cannot get the same content or service through mobile that they get through a desktop or as easily as they do on a desktop device, they get frustrated. This hurts your relationship with them. In 2017 mobile optimisation has become hugely important and this is not a situation you want to find your business in.

The Mobile Only Checklist

As a starting point take a look at the list below to see how your digital presence compares to what it should be in 2017.

Website: Is your website is it mobile friendly to the best of its ability?
Email: Are your marketing and product emails easy to ready on mobile?
Social: Does your social media strategy work for the mobile only consumer?
Customer Service: Can your customer service process be easily managed on mobile?
Lead Gen: Do your email lead gen forms work well on mobile?
Shopping: Is your sales and checkout process easy to complete on mobile?
Product: Can your customers access your product or service easily through mobile?
Process: Can your employees do their jobs just as well (if not better) from mobile?

Most businesses do better on the items at the top of this list, with a few details missing here and there. As you go down the list, bigger holes emerge. It is still very difficult, for instance, to fill out many lead gen forms and complete a lot of shopping cart checkouts through a mobile device. As you move down the list, the benefit tends to increase as well.

Number 8 is your employee process, which is an especially difficult challenge. As you may already know most restaurants now take orders through phones or tablets that connect directly to the website. They simply log in and log out during their shift and there food and orders are tracked easily.

Loyalty Rewards

Most of the items on the checklist above are huge for creating good customer service and loyalty opportunities.

If your business can become better by being more mobile optimised, especially compared to your competitors, then you gain an advantage and customers are likely to reward you.

For example, take a look at how Dominos have been ahead of their competitors for a while now with online ordering and more recently their app ordering experience. It is such a well-designed experience for their customers, that they have seen huge sales increases from loyal app order customers.

Dominoes have set out their marketing strategy and are using mobile optimisation at it’s best. People are much more likely to do business with these businesses because of how easy their mobile experiences are. They have even most recently tested out a Dominoes emergency button on their app. This simply is a button that you select for 10 seconds and it sends off your order every time. With functionality like this, it’s easy to see how Dominoes have boosted record profits in the last few years.

Look for the holes in your mobile presence

One of the most annoying mobile experiences people often get is logging onto a public wifi network from a mobile device and 99% of the landing pages are not set up well enough for mobile. This may seem like one small pain point for your customer, but it is one they will remember.

Long load times: Internet speed is often slower on mobile. Consider reducing the amount of javascript and heavy tracking codes that could be slowing down your website on mobile.
Issues with video: Video is increasingly important for your business. But on mobile, the video presents many problems. Load time, autoplay videos that interrupt a mobile screen by taking it over, long pre-roll video ads that mobile users hate, switching between a video and a browser page, etc.

Linking to apps: Whether someone wants to share your content on Twitter and Facebook, or click out from one of your links into an app, it is becoming more and more common to go from your website, email and social content directly to an app. But this experience is not always very fun if a business has not given it special attention.

Bad mobile UI: Many forms and pages where mobile users have to input information are painful on a mobile device. From a simple contact form or lead gen email field to pop-up promotions that take up the whole mobile screen, these experience can kill your customer interactions and conversions.

It’s important to take a look at how mobile friendly your website really is and what mobile optimisation you could be doing to improve your business. As more of your audience spends time with your business on mobile, “later” is quickly becoming today.

In the meantime, we can help you out with your online marketing and help your business get better conversions within mobile optimisation and also put together a digital marketing strategy that are appealing to your audience.

 

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