As a marketer I have to constantly stay on top of changes taking place in the way the public interacts with my clients. One part of my weekly process these days is to review analytics data for all my clients.
Want to hear something interesting? Currently all of them get 50% or more of their website visits via mobile devices. Every single one. And for some clients these mobile numbers are closer to a whopping 70% of monthly online visits via mobile (iPhone, iPad, Android, etc). And we’re not talking about ‘trendy’ or cutting-edge retail clients, either. We’re talking law firms, accounting firms, insurance agencies, B2B manufacturers, and neighborhood repair shops.
None of this should come as a shock, really. Just think about how you yourself use your mobile device during the day to look for information, get driving directions, research products, find a phone number for the local dry cleaner, etc. We are a mobile-first society now and all of our online marketing will have to evolve right now as a result.
Here are some statistics from a great article published by The Guardian:
“73% of mobile searches trigger some sort of action, whether it’s visiting a retailer’s site, connecting with a business directly or making a purchase.
Mobile is your customer’s first interaction with your brand and increasingly becoming their preferred medium for content consumption and communication. Failing to develop marketing strategies and a seamless customer experience with a mobile-first mindset is no longer an option.”
What does all of this mean to you today?
It means that whatever experience a customer or potential customer is having with your brand right now via a mobile device, that is likely the biggest factor in how your company is being perceived overall. If my experience with your brand via mobile is frustrating or negative, chances are my perception of your business as a whole will be, too.
Want to evaluate that statement for yourself? Give your company a quick three-step ‘mobile-first’ review:
1. How does your website look on an iPhone, iPad, or Android phone? Do links work properly? Do pictures and text flow correctly? Does your site have clear calls-to-action (asking for the business) when viewed via mobile? Are you proud of your website when you view it on a mobile device?
2. Using only your current mobile website, accomplish two quick tasks: a) making a call to your own business and b) sending your business an email. How easy was it for someone on a mobile device to call you by visiting your website? How about email, was there a quick and obvious way to contact your company by email? Would a potential customer get frustrated if they were trying to contact you via mobile?
3. The last step doesn’t apply to all businesses, but it does to many: Using a mobile device, Google the name and locale of your business and see if you can find two very pertinent pieces of information: Driving directions and hours of operation. What are the chances that a new customer could easily find your hours of operation and get accurate GPS info (Google Maps, Apple Maps, etc) so that they could travel to you? Is the information up-to-date and accurate? Was it easily found? Is there anything in this experience that might alienate a current or future customer?
Let’s be honest: For many companies, this type of review can be a scary proposition. But the truth is that unless our brands and our businesses present well via mobile devices we could be failing to connect with the lion’s share of potential customers who visit us each day.
If you have questions, comments, or if you’d like some no-obligation help reviewing your business with an eye toward mobile-first optimization, please contact me today. I am always here to help.