Why Optimizing For Mobile is a MUST

 
Why Optimizing For Mobile is a Must! Plus a FREE sheet of  ways you can optimize.
 
 

Let’s face it. We just cannot seem to go through life without our smartphone. Chances are, you are probably reading this on your mobile device, or you are on your laptop with your smartphone right next to you. (Guilty)

Literally everywhere you go, people are glued to their phones. I’ll be walking down the sidewalk and someone will be completely oblivious to the fact that they are about to walk right into me! Instead of looking at where they are going, they are looking down at their phone...and I have to dodge them! It’s kind of insane.

But people are not just texting their friends on their phones anymore. People are consuming content, whether it be watching a video, scrolling through social media, opening their email, or listening to music or a podcast.

Mobile is now the top device for consuming media content, and businesses must optimize their websites and marketing strategies for a mobile-first experience. This leads to my main point: You need to optimize for mobile.

Still not convinced?

Check out these three mobile marketing stats, and learn how they can help drive growth and conversions to your blog or website.

1. Mobile internet usage has surpassed desktop.

As of 2014, mobile growth had finally reached the tipping point, with mobile internet usage surpassing desktop.

 

 
source: comscore (2016)

source: comscore (2016)

 
 

We are now living in a mobile-first world. Look around wherever you may be, and I guarantee you that the majority of people are on their smartphones. People have shifted so much of their attention onto mobile platforms because of the accessibility to every type of content imaginable. 

Instead of watching cable TV, we're streaming Netflix and Hulu on our phones.

Instead of logging onto our laptops to stay up-to-date on our friends lives, we're scrolling through social media or sending Snapchats.

Instead of watching reality TV, we're pulling Youtube up on our phones and watching our favorite vloggers.

Instead of logging onto a website on desktop, we are accessing the mobile app instead.

Instead of grabbing our laptop to find information through a search engine, we are talking to Siri.

If you simply look around and pay attention as to what exactly people are doing on their smart phones (not to be creepy, but rather inquisitive), the shift of consumer attention is completely obvious. 

Consumers are cutting chords with cable TV companies, flocking to social media platforms, and starting their search for content through mobile devices. In order to successfully gain the attention of consumers, you need to market your product, service, or blog, to where they are focusing their attention on... MOBILE.

So what does this mean for your blog or website?

You need to understand where your target audience is spending the majority of their time. Yes, people are using mobile devices as the medium for consuming content, but you also need to find out which platforms they are engaging with the most. Is your target demographic spending majority of their time on Snapchat, or Instagram? Does your consumer engage with video content more than text-based content? 

While focusing your marketing strategy around where your consumers are consuming content the most is important, you must not forget about the role of product.

Are you selling a product, or a service? What industry are you in? What platforms are competitors in your market utilizing?

When optimizing for mobile, you need to consider the intersection of the consumer experience and what best fits your unique business. From there, you have to go ahead and test the waters to find out what actually yields conversions and generate leads.

For instance, Pinterest and Instagram may work really well for a food delivery business because those platforms are highly visual in nature. However, if you are a financial tech startup, maybe Facebook and Twitter will yield more conversions because you can easily link to informative, text-based content or articles.

Find what mobile strategy works best for your business. If you are not seeing a positive ROI, if you are not generating sales, go back to the drawing board!

2. People are doing their research on mobile, more so than desktop.

Mobile devices serve as an excellent tool for discovery. We can easily find anything that we want, whenever we want, wherever we may be, on our mobile device. The entire world of information is literally right in the palm of our hand.

mobile-usage
 

With more people starting their search for content and information on their smartphone, this gives new businesses and brands the perfect opportunity to gain awareness. But in order to rank highly on search results pages, you have to optimize for mobile.

Over 50% of Google searches are now on mobile devices, and Google has configured their algorithm around mobile optimization. A few things that Google is ranking websites by is a responsive web layout, no pop-ups or interstitials, and quick page speed. You can test your website to see if it optimized for mobile here.

Even if you are a new business or you just recently created a website, don't get discouraged by other web pages potentially ranking higher than you. SEO is important no matter what, and here are a few stats to prove why.

  • 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information. (Google, 2015)

  • 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone. (Google, 2015)

  • 48% of consumers start mobile research with a search engine. (Smart Insights, 2016) 

So what does this mean for your blog or website?

Whether you are offering informative blog posts, entertaining content, or selling a product or service, there is a HUGE opportunity to gain more users/consumers, even if you are in a highly saturated market. 

For small businesses…

People are not looking to search for big brands on their mobile devices. They know about them already. What they are looking for is localized information that is highly relevant to them and their location.

Search engines take into account your geolocation when you are using mobile devices, more so than on desktop. So if you are a small business looking to attract more potential customers, you need to make sure that you are focusing on your mobile marketing and SEO.

For bloggers...

When people use their mobile devices, their main intent is to discover new, relevant information. Exactly your type of content, right?!

This makes creating high quality blog posts and SEO extremely important. As a blogger, you need to focus on optimizing your content for mobile, so that you rank high on search engines and consumers can discover your amazing blog and everything you have to offer.

3. 55% of people open email on their mobile device.

I don’t know about you, but I obsessively check my email. I think I check my email on my laptop every other hour, and what seems like every half hour on my smartphone.

The beauty of email marketing is that it provides convenient, concise, and typically high value content that is actually relevant to you. 

 

Not only am I a huge proponent of email marketing, put the majority of content seekers are as well.

According to 2016 research, 55% of email is now opened on a mobile device. Furthermore, mobile email opens have grown by an astounding 180% in the last three years!

The growth trend of mobile email opens makes perfect sense, as it pertains to the overall mobile usage growth that I touched upon earlier.

Something important to consider is the “where” and the “what” your emails are leading to. If a large proportion of emails are being opened on mobile devices, it really doesn’t make sense to send your email subscriber list a 100 page slide deck. No one wants to wait an hour to download a file on their smartphone. It also doesn’t make sense to send your subscribers to a webpage that loads at snail speed on mobile.

So what does this mean for your blog or website?

When strategizing your email marketing tactics, make sure to optimize for mobile. The easiest way to do so, is by considering each of these factors:

  • If you are sending anything downloadable (that they did NOT directly sign-up for, i.e. large “opt-in incentives”), make sure that the file size is not too large.

  • Make your email is action oriented. Meaning, have a clear “call to action”, such as “read here”.

  • Encourage sharing! People can forward emails, you know.

  • A/B test consistently. Optimize, optimize, optimize!

  • Take context into account when constructing emails. Sometimes people don’t want to read long ass emails when their waiting in line for their Starbucks.

Keep Adapting

It's important to realize that the takeover of smartphones is not the future ― it is the present. Desktop usage is continuously declining year over year, while mobile usage is steadily climbing. When creating your website or blog, instead of thinking about the desktop experience first, you need to prioritize the mobile experience. 

I'm not saying to just forget about the desktop experience though. However, you need to consider how consumers experience content on both devices. If you want to continuously grow your business or blog, you need to take note of the consumer journey and how it may be shifting over time. 

By remaining adaptive to consumer trends and technological shifts, you can continuously stay competitive in your market. 

 

OPTIMIZE FOR MOBILE NOW

Drive more traffic to your website, gain exposure, and grow your business or blog.

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If you aren't optimizing your business website or blog for mobile, you are missing out on potential customers and users! Here are 3 reasons why you MUST optimize for mobile, and 7 ways you can do so.


 
chelsea-spinos
Chelsea Spinos

Chelsea Spinos is a Marketing Strategist for Yahoo and a "side hustler"/aspiring entrepreneur. Chelsea is committed to helping side hustlers like herself, grow their business and thrive in life. You can follow her entrepreneur journey through her social media!