You’ve probably heard time and again that making sure your website and digital communications are mobile-friendly is critical to conversions. According to data from the Pew Research Center, in 2015 nearly two-thirds of American adults owned a smartphone. Browsing the internet was among one of the top activities performed, but researchers also found smartphones being used increasingly to navigate important life activities, such as looking up information about a health condition. With more people turning to their mobile devices for information, it is critical for organizations to ensure their messages are mobile-optimized.
Here are some easy tips to help improve your mobile performance.
1) Make sure your website is responsive. Hopefully you are rolling your eyes at this first tip because you already have a responsive site. Responsive design has been a priority in web development for years, because it ensures your content is viewed optimally on any device screen.
2) Integrate with social media. A social media presence may not be critical to your audience, but if it is, you need to make sure your company embraces it. A good rule of thumb is to consider whether or not your audience expects to be communicated with on social media. For B2C companies this is probably the case, but B2B companies may not find the same value in social. The important thing is to determine how vital social media is to your target audience, then engage on the platforms where your audiences live.
3) Add call-to-action buttons to your content. Mobile screens are significantly smaller than most computers. If you want people to take an action on your site or on a particular piece of content, add easily clickable call-to-action buttons. Buttons that encourage sharing and give readers the option to disseminate content easily across multiple channels will extend its overall reach.
4) Compress images and attachments. There is nothing more annoying to a mobile user than a website or email that won’t load. Make sure to optimize your images and condense file sizes for faster load times.
5) Track everything. Develop mobile marketing benchmarks and keep track of metrics so you can continue to improve your mobile performance. If you use Google Analytics for metrics on your website, you can see how your site performs on mobile versus desktop. Similarly, most social platform analytics companies and email marketing services also track this data. Make sure to check it often and adjust your strategy as needed.
Kristy Lucero is a Senior Account Executive at Lovell. Connect with Kristy at: Kristy@lovell.com.
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