Why A Responsive Site Is Preferred For Mobile Marketing
A rapid shift in technology is transforming as you read this. The mobile internet is expected to completely overtake desktop computers shortly. So the time for you to make the transitional switch is now, to shift your company over to become mobile device friendly.
It’s expected and on track that there will be close to 1.5 billion smartphones activated worldwide, this much sooner than later. This staggering figure alone should be enough reason to why mobile searches will soon outpace desktop PC searches soon.
So marketers and business owners should be asking themselves how they can transform their website to be mobile optimized, and how they can do so quickly. This in order to capture the potential which can be missed.
The very fact alone that mobile web traffic is proving to have more buyers who are actively ready to purchase or take action of your product or service, than desktop users are should offer enough justification.
So the time is now to comply, to transform your current site and marketing objectives to ready yourself for mobile, get in now and then dominate your market.
A Responsive Site Or A Mobile Site Design
There’s a debate among the IT and marketing masses whether they should be constructing a “responsive” site design or develop a dedicated mobile site. What all the major search engines recommend is having a responsive site, so consider the discussion over.
What a responsive site design does is it will ensure and then comply that your site will adapt according to the exact resolution and size of the browser being used, whether it be a large desktop monitor, laptop, tablet, or smartphone.
This then allows the site developers to customize different designs and layouts based directly on the specific browser sizes. For instance, having a responsive site can render a unique layout for a smartphone vs a tablet.
Instead of having to manage a URL for both desktops and mobiles, all that you need is a single responsive site.
What the mobile specific sites uses is a one size fits all mentality, which serves the same site and content for both tablet users and mobile phone users, so the data can become distorted or at times go completely off screen.
Not only are responsive sites able to help in driving in more conversions, it’s also able to unify your overall SEO strategy rather than attempting to manage different SEO strategies for the same site or content for desktops and then for mobiles.
If you insist on a separate mobile site, make sure that you implement the proper SEO strategies accordingly, which includes: appropriate redirects, creating mobile sitemaps, and mobile specific search engine optimization.
Specific Keyword Lengths
Mobile users because of convenience will tend to use more short-tail precise queries whenever they’re searching for information, this more often than the usually at home desktop users.
If you’ve decide to create a mobile specific site rather than a responsive site, then make sure that you choose more short-tailed keywords when optimizing your pages.
If your site uses a responsive design, you can then target both short-tail as well as the traditional long-tail keywords for both types of searchers. This since you’re able to customize the layouts and blocks of content for the various different queries.
Even though responsive design is a better digital marketing strategy, there is a downside to them however, which is the inability for you to customize your SEO strategy.
This is the one advantage SEO marketers who chooses to develop a separate mobile site has. Since the search queries are different on mobile from desktop based searches, marketers can then optimize their SEO separately for mobile sites using short-tail, mobile specific queries.
Creating A Shorter Path To Purchase
During the optimization process, it becomes important how quickly you convert these mobile users to become customers, for them to take action. Shorter conversion paths are recommended for mobile searchers.
Lessen the steps which the mobile users need to take for them to make a purchase or to optin. Make adjustments in your sign-in, sign-up, and the shopping cart experience process, this to make sure that you don’t lose any customers along the way.
Mobile bounce rates are usually higher than desktop users, so make sure that you create shorter lead forms which can boost conversions. What’s also recommended is breaking down a lead form into two screens. It’s suggested that you ask for more info in multiple fields, as doing so will make it more manageable for the mobile user.
Think As “Local” As Possible
It’s now known that close to 50% percent of all tablet and smartphone users will use an app to find specific local businesses and information. Since most of these users are also out and about on the road, make sure that you adjust your content to cater to these local queries.
What these usually impatient mobile users need is immediate satisfaction, answers, to their queries, so you need to craft your landing pages accordingly by using shorter conversion cycles as well as lead forms.
Always Be Testing Then Test Again
Although the majority of marketers understand the importance that is mobile marketing, what they’ll undervalue is the significance of metrics. These core analytics should be considered and treated as the DNA of your site or campaign implementation.
The key is to always be testing, optimizing, and then rinsing and repeating. Use the data that’s provided rather than your instincts to uncover the proper insights which are needed to increase mobile performance.
To push your mobile marketing strategy to a higher level, consider using the tools which are provided by Google and Bing’s Webmaster Tools, along with Google Analytics, which can create extremely efficient reports.
Taking the time to make your site mobile friendly will ensure that your business is able to compete digitally, and then you can climb ahead of the curve. Make sure that you optimize, make sure that you do a lot of testing, making conversions your focal point.