How to Optimize Mobile Marketing for Optichannel ROI
B2B and B2C marketing need to change, because no one buys like they did before. They might take a leisurely stroll through a shopping district and pop into a few stores to check out the wares. B2B buyers may do their research on desktops. But when it's time to consider a purchase, the smartphones come out — at least for 55% of Millennials and nearly half of all Gen Xers.
You don't want to lose out on those customers with a website that's not optimized for their smartphones.
A lot of the online research consumers perform with their mobile devices is price comparison, which could lead those shoppers to your site. If it’s not mobile-friendly, you'll lose any hope of scoring that business. In fact, 88% of online consumers won’t return to a website after a bad experience. Even if they decide to purchase because of the low price, 79% will be less likely to return.
You'll see other benefits to a mobile-optimized site, as well. When people linger on your mobile site, search engines are more apt to rank you higher. Search engines like to reward brands that provide value to consumers, and length of visit is often a good indicator. That higher search rank will increase traffic to your website, which should cause you to see an uptick in sales. It’s all cyclical.
To make the most of the holiday shopping surge, it's best to build your website with a mobile-first approach.
Cozying Up to Mobile
In a mobile-first approach, the design starts with the smallest of smartphone screens. By starting small and building out, you’re much more likely to deliver good user experiences across the board. A myriad of elements go into good user experiences on mobile, but here are several great places to start:
- Design: Most websites come equipped with a mobile version, which automatically adjusts the design to fit smaller screens. For a mobile-responsive design, remember that an iPhone X is 1125 x 2436 pixels,while an iPhone 11 Pro Max is 1242 x 2688 pixels.
- Text: When it comes to text, a good rule of thumb is “not too big and not too small.” You want it just right — like that girl with golden hair who should’ve been arrested for breaking and entering. Try to keep your text no smaller than 16 pixels.
- Spacing: When viewing your site on mobile, verify that none of the text or design elements overlap. If the spacing isn’t correct, it could prevent consumers from clicking on a CTA button. A good rule of thumb is a minimum of 16 pixels between your titles and content.
- Navigation:Instead of banking on a wordy menu bar, go with a hamburger icon: a button that reveals the full menu of pages when users click it. It might be necessary to make this icon sticky so users can access it regardless of where they scroll.
- Calls to Action: Calls to action are just as important for a mobile responsive site as a desktop version. Position them front-and-center, and be sure to use buttons and colors that pop.
- Map: An address in the footer of your website is a must. You want to make it as easy as possible for local customers to visit your store. But why not make it even easier by adding Google Maps directly to your site? Just visit your Google Maps listing, click “share,” choose "embed a map," and copy the code into the backend of your website.
Becoming More Responsive
Once each element is in place, you'll still want to ensure that your site is mobile-friendly. You can certainly test your design by checking how the website displays on a variety of mobile devices, but you can take things a step further by using Google Chrome’s "Inspect" tool.
Pull up your website on a desktop, and right-click anywhere on the page. On the pop-up menu, choose "Inspect." This tool can show you everything from your website's source code and design images to how long the site takes to load. You can also use the three-dot menu to the right of your Google Chrome toolbar; click “More Tools” and then select “Developer Tools” to see the same information.
To fully understand the mobile responsiveness of your site, you can emulate its appearance on your desktop by using the “Emulation” tab. Open the "Inspect" tool and then click the phone icon button. This view will show you how mobile users experience your webpage.
Optimizing your website for mobile might sound time-consuming, but it all comes down to simplicity. Bells and whistles are all well and good, but too many of them can slow a website — marring the experience for both mobile and desktop users. To create the best shopping experience for modern consumers, you'll want to begin with mobile.