5 Tips for Creating the Perfect Mobile Strategy
With a continuous surge in technological advancements and increasingly changing consumer behaviour, the use of mobile phones as a browser has become hugely popular. It is said that over 55% of people now use their mobile device as their primary method of web browsing!
As a result of this, marketers have honed in on this new opportunity and started to increase their expenditure on channelling the mobile network to increase market share and improve brand exposure. In fact, according to Emarketer, in 2010 the total ad spend on the mobile platform was a miniscule 2.1%, increasing to 22.1% in 2013, and is expected to reach over 59% by the beginning of 2017!
With the rapid growth of brands using this new method, how can you be sure that you are using this platform effectively? Here I have listed 5 key things to consider when taking on a mobile marketing strategy:
Focus Primarily on the UX
It is important as a developer to ensure you are thinking of the UX first, before considering any fancy design ads. UX, or “user experience”, is by far the most important aspect you should be considering when developing your mobile strategy. Not only does a good UX create higher retention rates, decrease bounce rates and increase conversion rates, it also puts you in Google’s good books from an SEO perspective, meaning higher rankings.
It isn’t hard to ensure a good UX on a mobile device, it may just take a little time to configure your development to ensure each phase is adequately met. The following 4 tips for the perfect mobile strategy will in some way be linkable back to this primary point.
Optimise Page Loading Times
Page speed has a real effect on the overall success of any mobile strategy. This can determine whether a user stays on your page or bounces! According to Google, in order to make for a good UX, a mobile page should load in one second or less. Google doesn’t have a written in stone algorithm that ranks based on loading time, however it does stress the significance of this process in a brands online efforts, meaning it must have some adverse effect.
Create a Responsive and User Friendly Site
A responsive website design is basically a design that displays well on a mobile. The Feedly mobile site is a great example. When visiting the site online, the display offers a variety of options, various columns and lots of sidebars. However, on the mobile site, the display offers a very simplistic one column layout, making it easier for a mobile user to navigate through the pages.
A responsive website is important, especially due to the vast amount of traffic now coming from mobile and tablets. There are a few ways you can look into making your website responsive, “How to make your website mobile friendly” offers a simple guide to doing so.
Retarget for Desktop As Well as Mobile
Switching between devices in web browsing, particularly ecommerce is a very frequent and popular method of Internet use. A lot of web transactions tend to start on a mobile or tablet device and finish on a desktop, possibly something to do with a greater trust level on the more traditional form of web browsing.
This being said, it is important for your advertising efforts to retarget back to both your mobile site and desktop version. Google carried out a study in 2012 and found that 90% of people move between devices to accomplish a goal. Therefore, it is vital in a campaign that any form of advertising on social media sites, or even PPC, is retargeted at your mobile site, as well as your desktop, to ensure a full 360 degree marketing campaign.
Optimise Your CTA
Call to actions are one of the most important factors of any website, as they ultimately lead to increased conversions. The visibility and dimensions of a call to action button on any webpage is of utmost importance. With mobile marketing, the size dimensions are possibly the most important aspect, along with placement.
With the popularity of touchscreen mobile and tablet devices, it is important that the CTAs are large enough to comfortably click, without being too large and taking up too much of the screen, as well as looking too overpowering. A study by MIT found that the average width of a fingertip is 16cm-20cm, converting to around 45-57 pixels. Hubspot published a very useful article regarding the do’s and dont’s of clickable CTAs
These five tips are a great place to start when it comes to increasing the UX and successfulness of your mobile marketing strategy. However, referring back to point 4, mobile SEO should not be looked at as a separate platform to Desktop SEO. To ensure a clean and smooth campaign, I would suggest strategising with both in mind and optimising both equally.