A first step into mobile is to optimise the design of your online site for mobile users. Why? Well, the user experience is mainly the reason: mobile sites need to fit to most Smartphone’s screens - nothing is worse than having to zoom in and out. As explained in our mobile marketing blog post “Is it time for a mobile friendly website?”, many online businesses have not embraced mobile yet.
Some retailers rush into building apps while forgetting that their sites aren’t very mobile-friendly. This article is very interesting as it shows a few examples of retailer apps that could have been better: "Mobile commerce: 25 essential tips".
A dilemma has always existed on what to do first: create a mobile-friendly version of your site or creating an app. Focus first on Mobile Optimisation would be my recommendation. Take one of my colleagues as an example; she doesn’t often download apps on her Android phone. Instead, she launches a browser and search on Google. Results are often the same: a lot of sites don’t have an optimised version of their sites. While the quick solution would be to change phone, retailers may lose a lot of conversion out of this (Users will usually close the browser out of frustration).
Consult your SEO team while optimising the design of your site is a must as you want them involved with the mobile search engine optimisation. How is Google algorithm ranking your mobile website? What do you have to do to make sure that your mobile-friendly site appears first? Responses are with your SEO experts.
The subject on how to optimise your website for mobile device is perhaps not new. In fact, it has become essential for every brand to think about Mobile:
1- There is a market to seize quickly: 14 million people have a Smartphone in UK and mobile device sales are superior to desktops. Also, nobody leaves home without their phones (unless you’ve been out for a heavy drinking night) as they feel naked (not literally I hope).
2- Searches on Google via mobile device will overtake searches from desktop. The mobile Web will be bigger than desktop Internet use by 2015 according to Morgan Stanley.
3- Engagement with mobile users is more effective due to the number of targeting options available with mobile ad campaigns.
4- Remember how reluctant users were to buy through e-commerce websites? Well it is not the case anymore and this will happen with Mobile Commerce, M-commerce. Mobile is currently driving around 10% of visits to e-commerce sites.
Once your online site is optimised for mobile users, the monetisation of your mobile-friendly site can start. If you are considering working with an ad network like Mojiva (no pressure), an API will be required in order to serve your ads.
If you're a national brand or advertising agency and want to talk about your mobile strategy, please contact us and we’ll discuss it over coffee or even lunch!
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