If you’ve been following marketing trends at all, chances are that you already have some kind of mobile strategy in place. But you may be wondering if your approach is appropriate. Here are 5 pitfalls preventing you from getting the most out of your mobile traffic.
- The website is slow to load and hard to navigate: To test your website performance you just need to open it on a year-old mid-range Smartphone on a 3G network (you may also try changing User Agent in your desktop browser). Note that LTE or WiFi connectivity is not the best to run this test as they don’t represent what a typical user experiences. The website must be easy to navigate on a touch screen with no panning and horizontal scrolling, and load in less than 4s. It’s also good to Google some phrases that your website ranks high for to see where the users are redirected from the search engine. All desktop links need to have their mobile, 1:1 equivalents.
- You don’t have a lot of mobile traffic and its bounce rate is high: Google Analytics can help you get an idea of how your website performs on different types of devices. Log in to your Google Analytics account and go to Audience >> Mobile >> Overview. The table shows you the percentage of visits on PCs, mobile phones, and tablets. It also shows bounce rate (how many visitors leave the site after viewing just one page), pages per session (how many pages an average visitor views), and average sessions duration (low long visitors stay on your website). Each of these figures is a factor telling you about the quality of the traffic from different sources. If mobile and tablet scores are significantly lower than those for desktop there might be some potential in mobile sources that you’re not reaching.
- No mobile-specific features on your website: While RWD might seem a standard approach today; it doesn’t allow you to offer your mobile visitors with device-tailored experience given that all devices receive the same website code. By going adaptive, or RESS (the way siteonmobi websites work), you can address the specific needs of your mobile visitors. Mobile experience must be optimized catering to the needs of users visiting your website on-the-go. Many mobile searches are done with local intent which means that users are looking for contact information, directions, opening hours, product availability, etc. It makes sense to highlight this information on your mobile website. Other mobile-specific website features include tap-to-call, mobile coupons, mobile-optimized shopping carts, or GPS-based search engine.
- No mobile conversions: M-commerce is taking up an increasingly larger slice of the online retail space. Last year’s Black Friday saw record-breaking mobile shopping with 27.9% of all online purchases made on smart phones or tablets, according to research from IBM. Online retailers should keep in mind that not having sales driven by mobile sources is a missed opportunity. If this is the case, the purchase process on your website is probably not optimized for smart phones. Note that many online retail big-hitters utilize adaptive web design providing mobile users with a different experience, optimized for portable devices.
- Your content strategy is based on a native app: The ‘app vs mobile website’ debate has been going on for a long time. Whilst coming up with a useful, fast, mobile-optimized app can be really beneficial to your business; it shouldn’t be the only part of the mobile strategy. Most of your potential customers will visit your website on mobile devices before checking if there’s an app available in the app store. Given that you only get one chance to make a first impression, it makes sense to focus on developing a Smartphone-optimized website in the first place.
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