How To Go Mobile: Are You A Blogger Or A Restaurateur?
Firstly, it is important to make clear that going mobile isn’t scary and is definitely a good decision for small businesses everywhere. Searching from mobile devices is on the rise, as are the number of transactions that are taking place via smartphones and tablets. It is becoming increasingly expected of businesses that they should be accessible from any device.
In conclusion, making the decision to “go mobile” is an intelligent business decision, necessary for your marketing efforts as it even impacts SEO and improves the reputation of your brand.
So how do you do it?
There are various things to consider before you “go mobile.” The first question you need to ask is what do you want to achieve? Who is your audience? How will they benefit from your newly mobile-friendly site, app and overall marketing strategy?
Depending on the products or services you offer, your users will be looking to engage with your site in different ways.
For example, if you own a restaurant, your mobile users are probably looking for somewhere to eat now. Perhaps they’re new to your city and are looking for Indian cuisine, or maybe they’re out an about with friends looking to try something new in their local area. Your site must be direct, navigable and have an explicit call to action, i.e. call us now and make a reservation.
On the other hand, if you are a blogger, you want to encourage your visitors to enjoy a more leisurely, immersive experience with your site. You want them to click links, visit other articles and spend time reading your content because that’s what generates value.
Not only this, but your users expect different experiences from restaurateurs and bloggers. They visit both sites to obtain information, but the way they consume the information on the blogging website, which might be more entertaining, interesting or useful, is different than how they interact with that on a restaurant’s site.
The way people use mobile is important
If you’re a local business, get ready to get mobile. 88% of consumers who search for a type of local business through their mobile device are more likely to call or go into that business within 24 hours. Mobile is all about having what you want right now. Local businesses should be swarming in droves to this channel, as it is the home of right-now business.
In the same way, however, mobile users are sitting on buses, walking to work and watching TV with their smartphone in hand, scrolling. Scrolling through Google, Twitter and, when they find it, your blog. Whatever your business, mobile makes you more accessible to users at anytime, anywhere, whether they want to buy now or just scroll.
Optimise your site
Unlike many small business owners might be tempted to think, there is a difference between having a mobile website and having the ability to see your existing site on your mobile device. That difference being, one is optimised, the other is not. They are built differently because they are consumed differently. For instance, if your site has links that require a mouse to hover over buttons before a menu appears, this won’t work on a smartphone.
If you have a form requiring people to give their information, for example their name and email address to sign up for your email newsletter, you need to make sure this is readable and easy to use. On a laptop it might need only half a screen, whereas on a mobile you might want to give it more room.
Optimising for mobile is about making sure your users can engage with your site easily, without having constantly to zoom in and out or click through a million pages to find relevant information (place your CTAs above the fold!).
“Going mobile” doesn’t need to be expensive. Check out the articles below that explain how you can keep costs down while getting the most out of your mobile site. Remember that the whole point is user experience: what will be the most beneficial layout to your visitors and what actions does your business need them to take?