Archive for the ‘Mobile Marketing’ Category

Is Your Web Design Mobile-Friendly?

Google’s Mobile-Friendly Update

On the 21st of April 2015 Google did its latest algorithm update, which is called mobile-friendly update. This concept of mobile-friendly simply means that you either have a mobile responsive or mobile optimized website. From now on Google recognizes mobile-friendly websites and gives them separate ranking in search results of mobile devices.

On the other hand, if you don’t have a mobile-friendly website, it is obvious that user experience on mobile devices is worse than when you use web design which optimize your website for a smartphone. Usually text is too small making reading impossible without zooming. There are websites designed for wide-screen monitors. This kind of websites do not fit into small screen of smartphones, so user experience is scattered. It’s a well-known fact that, if a website is not mobile-friendly and user experience is bad, the majority of website visitors will not come back. This means that a local business lose potential customers.

Google has developed a good mobile-friendly test so that you can see, if your website is mobile-friendly or not. You can find this test site here Google’s Mobile-Friendly Test.

What Business Information Do Mobile Users Seek?

The recent survey (April 2015) of BrightLocal – a British SEO firm – shows that those small and medium-sized enterprises who do not optimize they website are not so competitive than those who do. Let’s take a look at Figure 1 below.

Figure 1. What information is most important to you when you are looking at a local business website on your mobile?

Most important info mobile

This figure 1 shows that when a mobile user is seeking local business information on his/her mobile device, the most important information is:

1) physical address 52%
2) map and driving directions 47%
3) opening hours 44%
4) phone number 37%

This indicates that the mobile user is coming to shop! He/she has already made a buying decision and is looking for contact information in order to visit at a local business and make a purchase.

Figure 2 below shows a change in time regarding preference of having a mobile optimized website compared to not having such a site.

Figure 2. Are you more likely to contact a local business, if they have a mobile optimized site?

More likely contact mobile

We can see that in 2015 61% of mobile users are more likely to contact a local business, if they have a mobile optimized website. In 2013 the corresponding percentage was 38%. So there have happened a major shift in this sense. In 2015 39% of mobile users think that it’s not important to have a mobile optimized website. In 2013 the corresponding percentage was 62%.

We can say that the Google’s mobile-friendly update is a result of increased usage of mobile devices during the last years. Today, over 50% of all local searches are performed on mobile devices. This sets a challenge for local business owners to utilize web design which optimize their websites for mobile devices, so that they can be found in Google search results with such a device. It is obvious that the local business with mobile optimized website has a competitive advantage over those businesses who don’t have one.

Are you interested in getting your website mobile-friendly or improving your current site?
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How To Turn Smartphone Users Into Customers?

A new megatrend has emerged due to growing use of mobile devices that
access the Internet.restaurant-homepage-android The growing number of mobile device users in turn creates a new requirement for business owners to practise mobile marketing, which is based on mobile optimized websites. These are designed for smartphones.

This year of 2014 is special, because one of the milestones in the Internet usage is achieved. In this year more mobile devices i.e. smartphones and tablets access the Internet than desktop and laptop computers as the previous blog post shows.

It is known that people use their smartphones wherever they are – at home, when their go to work, at work, lunch hour, when they are walking on the streets and so on. When your business has a mobile website, anyone can access its information wherever he or she is.

Mobile Responsive Vs. Mobile Optimized

The majority of websites i.e. 82% are mobile responsive. Although mobile responsive websites are good on PCs in other words on desktop and laptop computers, they are not necessarily good on smartphones.

Why is it so? Because mobile responsive websites are built in Flash, when they do not load. Many times text is too small, when it is impossible to read without zooming. On the other hand, many websites are designed for wide screen monitors, when this kind of websites do not fit into small screen of smartphones at all and user experience can be quite diffuse.

Google gives priority to mobile websites

When someone performs a search from his/her mobile device, Google gives different results to the searcher compared to situation when someone would have done the same search from his/her desktop computer. This is because Google has different search algorithm for mobile devices than for PCs.

In addition, now it is easier to get top ranking, because there are so few mobile websites. For example the recent local investigation shows that only 3 out of 40 restaurants in Dublin have mobile optimized website. The rest have mobile responsive website or no website at all.

The majority of local searches are done on a mobile device

It is known that people do different things with their Mobile_marketer
smartphones. This can be explained better when we
look at statistics from Google (2012):

  • 95% of smartphone users have looked for local info
  • 88% of these users take action within a day
  • 77% have contacted a business
  • 61% of local searches result in a phone call
  • 59% visiting at the local business

Mobile marketing with QR codes and SMS campaigns

QR Codes (Quick Response Codes) are a special type of bar code where information is encoded into black squares. This code can be quickly read by smartphone’s QR code reader.

For example, by encoding your website link into a QR code and putting the QR code on your business card or brochure, a prospect can quickly scan it and immediately get your contact information and access your website from his/her smartphone without need to type your website address.

On the other hand, SMS (Short Message Service) means sending ordinary text messages to a recipient’s mobile phone. These text messages can contain a clickable link on to your website. This is another great marketing tool for a business owner, because it provides a form of instant communication with the prospect or customer.

So how can you turn smartphone users into customers? The answer lies in mobile marketing, which means having a mobile optimized website. This and different kind of other offers, discounts, coupons, events etc. can be advertised through QR codes and SMS messages.

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