How to improve mobile web traffic
Today we are in the mobile era. They are absolutely everywhere. There are even more people with mobiles than with electricity or safe drinking water. In fact, it is probably the most far-reaching technology ever invented.
2012 has seen everybody “go mobile”, and companies around the world focused their resources and efforts on making an optimized mobile experience available to everybody.
Not long ago, not having a website put your business behind your competitors and jeopardized your success. It’s like that for mobile websites now. Today there are more than 6 billion mobiles out there and people use them more than desktop computers to access the Internet.
According to the leading global information company Nielsen, most of the new phones bought in the United States are smartphones, with the giants Apple and Android in the lead. It seems that there are more than 100,000,000 Internet mobile users just in the US, an impressive enough figure to urge small and medium-size businesses to go mobile. What’s more, the latest surveys show that more than half of the small and medium-size businesses in America are planning to launch a mobile site.
If you bear in mind how important (and popular) Internet searches have become in our day-to day life, it is obvious that your business should have mobile presence. But how do you explain the increasing use of mobiles for Internet searches? Well, for one thing mobile devices deliver a better experience now, but it is also how consumers research and make up their minds on their next purchase. Mobile use is just up, and right now 95% of smartphone users are carrying out local searches, and 90% of these users will act on what they’ve searched in just 24 hours. Other figures are that more than 60% of these users will call the business and just under 60% will visit a location based on their search. It also seems that when it comes to checking prices or reading product reviews or making purchases, consumers have a preference for mobile websites over apps.
So it is more convenient for your business to have a mobile website than an app so that you can get to these consumers. But how do you manage to be discovered with so many businesses going mobile now?
Well, here are a few tips that might help you:
- In first place the most obvious thing to do is to redirect all of the desktop traffic which comes from mobile devices to your mobile optimized site. Although at first it will take a while for your website to be show up in the SEO rankings, users will still be able to type in your businesses URL or to click on your standard site in search. But main website browsing from a mobile isn’t very comfortable so once you have a mobile site you will see your website traffic increase significantly.
- You should also pick a good “special” name for your mobile website, either by purchasing a domain name or by just creating a subdomain. It might also be convenient for you to create a bookmark or icon on the home screen that links users directly to your site. This gives users an almost “app-like” access to your site.
- Another good way to boost your mobile search traffic is to generate and submit a mobile site map. This allows Google and other search engines to index your mobile Web content accurately so that it is available to searchers. So you should also use SEO practices such as page titles, site maps, inbound links and keywords, just as in your desktop Website.
- Mobile content management platforms can enable and generate a mobile site map for you. These platforms take care of all the optimization for different platforms, provide of code for your redirects, and use the best design practices and helping with mobile SEO so that you can focus on your business.
- Next you should make sure you get people to know about your mobile website. You have to spread the word. How do you do this? Well, the time isn’t ripe yet for mobile searches to recognize mobile optimized sites, so you should include your mobile web address in your marketing materials like newspaper ads, business cards, signage, social marketing sites, coupons… You should also remember to include a link and information on how to access your mobile website on your desktop website.
- Finally, make sure accessing your mobile website isn’t too tedious. People will give up if they have to enter a long URL into their mobile, so advertisers are getting into Quick Response Codes (those codes that are barcodes that can be seen practically everywhere now, from movie posters to soda cans). Barcode-scanning apps like RedLaser or SmartScan allow consumers to take pictures of QR codes and to receive a reward back. This can be apiece of content which is like a picture or a ringtone or even a link for more product information. Having a link on your website via QR code from POP displays, packaging, signage, business cards, coupons, menus or ads will also help drive traffic to your website and increase consumers’ engagement with your brand.
Although these steps are a good way to start improving mobile web traffic you should bear in mind that the mobile terrain is tough if you priorize technology. If I were you I would put the consumers first, and think why and in which way mobiles are becoming an important part of people’s lives. Remember that customers are looking for product information but they also want to buy and they want to be able to ask questions seven days a week.
You should also use customer surveys and mobile analytics so that you find out what resources and information customers are after from their mobiles. If you do this you”l be able to be a step ahead of competition and consumers will want to return to your mobile website time and time again.