The use of mobile devices has transformed how we interact with the web. It’s likely that you hardly even noticed the change. It’s had a dramatic impact on how businesses market and deliver their message to their audiences.
Understanding how this shift to mobile affects your business will keep you current with today’s competitive marketplace, while keeping you from losing any momentum you’ve built up to this point.
The Rise of Mobile
The most important changes in the online user experience came after smartphones and tablets were introduced into the marketplace. Although smartphones were the first step in the shift towards a mobile experience, the birth of tablets quickly transformed the online business landscape.
The number of website visitors who are using mobile devices has increased considerably in the last year alone. It’s been estimated that approximately 20 percent of web page views in North America came from mobile devices.
What This Means for Search
As businesses look to achieve high rankings in search engines, the use of mobile has become an essential element in their marketing strategies. Search engines are now optimized for the various mobile devices. As a result, the layout of search results can vary from one device to the next.
Searching on a desktop gives you more information alongside your results. This includes maps, more organic results, and local listings. Mobile devices are limited and lack many of these features.
Businesses who use AdWords lose visibility, as mobile results don’t include the traditional column of ads on the right. Instead, these appear at the top and bottom of the search results page. Some research has even shown that mobile searches resulted in fewer ads in any position than desktop searches.
What You Need to Stay on Top
You’ve likely already integrated this shift into your business strategy. Most, if not all, sites have incorporated responsive designs that are flexible, providing an optimal user experience across all devices.
But you need to take it one step further. As your site is updated, remember to revisit your site across these devices to ensure that your most valuable information is being clearly displayed to visitors.
Understanding how your customers experience your brand on mobile devices gives you the information you need to stay current in this shifting marketplace.
Your Most Valuable Information Comes First
Consider your mobile user. If someone is on their tablet or smartphone, what information are they looking for?
Smartphone users who visit your website might be more interested in specific services or your location, rather than your latest blog post. Articles are more likely to appeal to those using tablets or desktops.
Content in the form of videos and images can often get in the way of mobile use. Large files can slow down your loading time. This takes away from your visitor’s experience and can hurt your business over time.
Navigating the Mobile World
As the shift to mobile continues, businesses all over the world are changing the ways in which they design their websites. They must now reach customers on a variety of devices, and across different locations. Desktops are primarily used at home and work, while tablets and smartphones are most utilized while on the go.
This dictates how your content should be shaped, and what your marketing campaigns need to consider moving forward. Staying on top of the mobile revolution keeps your business at the forefront of your customer’s online experience.
What is your business doing now to think of your growing mobile user-base? Is there anything that you need help with? Let us know in the comments below.
