Target your customers where they are; the importance of mobile
“If your plans don’t include mobile, your plans are not finished.”
– Wendy Clark, Coca-Cola
With a huge increase in smartphone ownership, the way businesses market to consumers must evolve digitally. A Thinkhouse survey conducted in 2014 found that 96% of 15-35 year olds own a smartphone. It is evident that older generations are also becoming more technologically savvy. With this in mind, a mobile-friendly website is significantly important for every business to communicate effectively with customers online.
A recent Google survey of mobile users found that 96% of people have visited a site that doesn’t work well on their smartphone. 67% of customers said a mobile-friendly site increases their likelihood of making a purchase or using a service. If a website isn’t mobile-friendly or if customers can’t find what they’re looking for straight away, a huge 61% of customers will quickly move on to another site. These statistics prove that improving user experience on your mobile site has a direct effect on your business.
It is crucial that businesses have mobile-friendly sites that have a clean, efficient design, and fit a smartphone screen. Mobile sites usually contain less information, making them less cluttered and easier for customers to find what they’re looking for. Click to call buttons are important, making it easy for customers to contact a business. With Google’s news algorithm change now in effect, not only will visitors who browse mobile-unfriendly sites be less likely to make a purchase, but they will also have difficulty finding these sites in the search engine as preference is now being given to mobile-friendly ‘responsive’ websites.
As well as mobile-friendly sites, social media is an important marketing tool. 71% of smartphone users access social media sites on their phones, making it another important point of contact between customers and businesses. Small businesses with social media sites give the impression of being reputable and human, providing customers the opportunity to engage with them.
Mobile apps are a little different to mobile friendly websites. While it is necessary for all websites to be responsive (mobile-friendly), it’s not necessary for all businesses to have an app; unless it has a specific function a website cannot handle. Customers will not download your app unless they can gain significant utility from it as it can take up time and space. If you are looking for that extra utility for your customers, look no further than a LoyLap loyalty system.