If you are in your 40's you were born into a world which is now long gone. Your first date was set up via a landline phone - maybe even a rotary dial! The first music you listened to was from a tape cassette or a vinyl record; flying was not like taking a bus; e-mails were unknown and... well, you get the picture.
Then along came mobile telephony and the internet and they changed the world forever. Today our lifestyle, information and hobbies, as well as work, can be found in one single device which is permanently connected to the internet - and of course it is also in our pocket most of the time.
Mobile is getting so big that no business can neglect it
Modern businesses cannot afford to ignore this very simple and efficient method of customer acquisition. Their customers are using phones and tablets as their primary internet device. Ignore it at your peril.
More than 10% of search is from mobile and increasing. 68% of private smartphones users are looking for product information on their mobile (Source: Google, May 2013).
Smartphones have changed the way consumers shop
Smartphones have changed the way consumers shop. Smartphones are critical shopping tools with 77% of users having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 46% of smartphone users have made a purchase on their phone. Implication: Having a mobile-optimized site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase.
The key is simplicity
First of all, you should take into consideration that mobile experience is different from desktop/PC experience. When I see a lot of mobile web sites designs, plenty of them contain too much information, it takes time to load and it’s simply too busy…people can get easily lost in navigation. Just imagine yourself out of the office or house looking for local shop or service info. All you really need in this moment is to get an address, make a call or simple contact form.
Let's describe mobile website best practices on a real example - Fotografia Bertolino
- Mobile website contains just one page with minimum content making it load very fast
- Easy to navigate, a photo explains what it is about and contact information
- Click-to-call button allows user to make a call with one click
- Click-to-map button allows user to open company address on Google map
- Simple Contact Form if user prefers to communicate via email
- "Full Site" URL to main desktop version of the website that gives customer a choice between mobile and desktop versions
- Simple SEO keywords and descriptions
So, the key here is simplicity by taking away complexity, being functional and fast loading.
The time is now
According to Parallels research, 50% of US SMBs have or plan to build a mobile website – this is the highest growth area in our industry in next three years. The time to start selling mobile optimized websites is now. Roll with the times and take advantage of latest technologies and make them work for you and your business! We at UNITY Mobile stand ready to help.
by Kamilla Amirova, Service Delivery Program Manager, UNITY Mobile