Many factors are driving the growth of the mobile Internet.
In the past two years, we have noticed a surge in visits from mobile devices to our clients’ Websites. We track this in Google Analytics and the growth is driven, of course, by the iPhone and iPad. Certainly, new mobile devices from Apple are helping users to be more comfortable accessing the Web away from their desk or office. Yet there is more to consider in understanding how to market through mobile devices. Here are a few key things to know about mobile Website usage:
Options are Limited
Users perform very few tasks on their mobile devices and rarely read content. They are mostly looking for an address, phone number, or photos with captions. Keep this in mind when designing a mobile Website. What three things are your targeted users doing on your mobile site?
Everything is Smaller
Younger people are more likely to use their mobile devices because they have better vision and are not tied to an office or desk. This is key in understanding that demographics over 50 will need reading glasses to view content on a mobile phone or iPhone. Make it easier on their eyes with larger content and menu items. People with reading glasses usually have more money to spend online – and they will appreciate a mobile Website that is easy to read.
Mobile Devices Indirectly Drive Sales
Very few direct sales will come from an online device. The visit will generally be an opportunity for the user to gather information that will lead to a purchase. Spend less time on helping users buy on your mobile Website and more time making it easy for users to get in touch with you from their mobile device.
Users Want Information Now
The Internet has created an environment where people can get answers to any question immediately. This means it is not OK to not know something! Based on how users navigate mobile Websites, it is better for them to contact your company directly for answers. The majority of mobile users only visit one or two mobile Web pages. You can meet their need to get an answer with an easy to find email address link or phone number on your mobile Website.
The Death of the Office?
Mobile devices enable people to work from any location in their home or workplace. This is leading to fewer personal offices. This trend will continue and also drive the need for mobile devices with larger screens. Where are your targeted mobile users likely to be when researching your company?
What is Unique to Your Target Market?
Determine what is unique to your target market in their use of the mobile Internet and meet those needs on your mobile Website. Do this right away and be a leader in your field.