In 2013, any businesses that have not optimised their websites for mobile need to do so, ASAP!
Next time you’re walking down your local high street, take a look around. Notice how many people are walking past, with their eyes glued to their mobile handsets, fingers tapping away. We are constantly swallowing information on the go. If you need to look something up on a website, you no longer have to wait to go home and look it up using a computer. A 2012 survey showed that 88.62% of website traffic was through mobile site visitors, compared to a mere 5.95% through traditional PCs and only 5.42% through tablets, so the need for companies to have effective mobile websites for users is essential.
To prove how integral mobiles are to our lives, just think about this fact: of the six billion people on the planet, 4.8 billion own a mobile phone, whilst only 4.2 billion own a toothbrush. This research, provided by the Mobile Marketing Association of Asia, demonstrates the sheer power that mobiles have. Better and faster smartphones are constantly arriving on the market, and with 2012’s launch of the high bandwidth 4G network, there has never been a time so essential for brands to jump aboard mobile optimisation.
Despite the clear rise in mobile users, only a third of websites currently have optimised versions for mobile. Marketers need to work on their mobile websites to provide a smooth, simple service and create mobile apps for users to interact with if they want to see a rise in revenue. Those websites that aren’t optimised for mobile will result in consumers instantly switching to a website that is optimised for mobile, which will ultimately be a competitor. Brands will then miss out on sales and consumer interaction, as users get fed up of impractical websites.
Australian hotel booking company, quickbeds.com, for example, jumped on the mobile optimisation trend early, not just by recreating a website in a mobile format, but by creating an ‘experience that prioritised mobile’. They made their mobile site easy to navigate, cut down functionality to the basic essentials, and made the conversation process simple and speedy. Sean Sutherland, Global Head of E-Commerce at quickbeds.com said: ‘We saw an immediate increase in sales and conversation on the site and we attribute 20% of that specifically to mobile’.
Debenhams similarly used its initiative through a smart phone app that generated a staggering £1million pounds in only five months.
The app allows users to scan QR codes with their mobile camera, which are found in store windows. This code links to a product featured in an advert or promotional message, which the user is instantly connected with through their mobiles.
65% of mobile users claim that they use their mobile in order to find a product’s whereabouts, whilst they are on the move. This is a fantastic marketing tool for businesses, as if they provide location and interaction maps with directions, they can lead customers directly to the door of their business!
As well as marketers targeting users ‘on the go’, a high number of consumers prefer to use their mobile devices at home to browse leisurely, rather than simply grabbing their device to quickly check some information. This means that retailers need to ensure these mobile sites have the same features and functionality as their desktop site. They need to use information collected from user behaviour on desktops so that consumers are not left frustrated by mobile incompatibility.
What will the future bring?
As mobile technology continues to grow at a rapid rate and we become increasingly reliant on mobile devices, companies must move fast in order to take hold of these powerful marketing opportunities and create sophisticated mobile strategies. Those companies that can’t keep up with the latest technology will quickly fall behind as customers will simply go elsewhere. The need to be constantly connected with information and social networking is only getting stronger.
If you’d like to discuss integrating mobile into your business strategy, please contact us at email@example.com.