Posted by Charles Radclyffe in Hints, Tips & Guides on 19 Dec 2014 at 17:34
These days it’s a fairly safe bet that anyone who is reading this will undoubtedly have a smartphone. Whether it is Android, Apple or a Windows Phone, everyone uses a smartphone, and why not? They are incredible bits of kit, that allow you access the entire world’s collective knowledge, (although how many of us use it for looking at kittens?). As such more and more people are using their phones and other mobile devices as their primary device for accessing the internet and this is a trend that is likely to continue, I also work with a company who offer voucher codes for various merchants across the country and we are starting to see that roughly 7 out of every 10 site visits are from a mobile phone. So what does this mean for you, and your business? It means that unless you have a
great mobile site that is intuitive, easy to use and still remains focused on the brand, you are
likely to be missing out on sales.
I am sure that most of you have been trying to look something up on your phone and have come to a site that is just the regular site on a small screen. You can’t ‘click’ links easily, you get lost quickly and ultimately promise yourself you will do it later on a computer but ultimately forget. Personally it drives me barmy, and I am a lot less likely to part with my hard earned money to a company which does not have a properly optimised mobile site.
This problem is something that we have dealt with in the past. When we were approached by Railnews, they were undergoing a rebranding and they knew that an updated website was key to a strong online presence. After the success of the work we did helping modernise their site, they approached us again to create for them a truly optimised mobile site. We were able to transform the main site to mobile without losing any of the key features and now the mobile site sees nearly a third of their overall traffic and has helped increase their readership. This is how we aim to help all of our customers and we are very proud of the success of this project.
So how do we do this? I know that we all have our own preferences when it comes to what works for a mobile site but I think there are 3 basic rules that all sites can stick to when optimising your site. So here they are:
Firstly bring the most relevant information to the front. If you have a lot of customers coming to a store, have opening times and how to get there front and centre.
Secondly, it is very important that any mobile site be easy to use, if it is harder work than the main site then you are doing something wrong. If you want customers to spend time in your online shop then make sure that, browsing, shopping and purchasing is as easy on a mobile device as it on the main site.
Finally do make sure that it looks great. A truly optimised site will follow the design cues from the main site but translate that to a mobile device well. Have you ever seen a mobile site that looks nothing like the main site? It is misleading and an easy way of confusing your customers who will ultimately not use the site.
I hope this has helped make sense of mobile optimisation and how important it is for
businesses, moving forward. There is an easy way to find out, you can do it right now. Pick up your mobile, load up your company home page and have a look around. Imagine that you are a new potential customer who has never used your site. Is it easy to get the information you need, is the right information there and does it match up to the look at feel of your existing site? If it doesn’t work for you, then it won’t work for your customers.