Ok, so first off, some juicy mobile stats. Did you know that 87% of us have our smartphone by our side, day and night? Admit it – you’re one of the 87%, aren’t you?!
Mobile devices currently account for over 60% of all search traffic, with mobile a top trend in digital marketing over the past few years.
However, it’s pretty clear to see that today, mobile is no longer simply a trend. It’s a powerhouse, taking over from its desktop counterpart on many a front, and influencing millions of people all over the world, every second of every day.
So, let’s take a look at the impact of mobile on your marketing strategy.
With the majority of users using their smartphones to access the web, a fully responsive and mobile friendly site is crucial to increasing traffic to your site, and improving the overall experience that a user has with your brand. But beyond that, optimising your site for mobile can also impact your SEO and campaign performance.
Mobile optimisation has always been important when it comes to SEO and a key ranking factor. Since Google released their ‘mobile-friendly algorithm’ back in 2015 – designed to give mobile friendly sites a boost – the top hundred most visible domains have all included mobile-friendly solutions.
Combine this with Google’s mobile-first index coming into play this year, and it’s not hard to see how poor mobile optimisation could detrimentally affect your ranking across both SEO and negatively impact your paid search campaigns. This in mind, the importance of optimising your site for mobile is greater now than it’s ever been.
But with the world changing to a more ‘mobile first’ approach, does that mean we should be turning all of our focus to mobile too, and neglecting desktop altogether?
Well, no, not exactly.
You see, whilst you’d perhaps expect conversion rates to be equally as high across mobile as usage rates, actually – conversion rates remain fairly low, with 3 times more people converting on desktop than on mobile devices.
Why? Well, research shows that users will primarily turn to their mobile devices for ideas, research, or post-purchasing decisions.
When it comes to transactional queries, desktop remains the firm winner – with users looking to make a more thought out, well rounded, and sensible purchasing decision. So, having your desktop fully optimised for these transactional purchases is just as crucial.
Your mobile is more about getting them there, ready to buy – and being there in those micro-moments. Because, well, if you’re not there, they’re never going to find you as they search, consider you as an option, get to know your offer, and they’re never going to make their way down that all important road to converting via another – desktop type – device.
Mobile is a force to be reckoned with – and it doesn’t look to be slowing down in 2018 either. That’s why you need to ensure your site is more than mobile friendly. Your mobile version needs to be built for mobile – not just adapted. Only then can you be sure that desktop and mobile tablet and phone versions are all working together in converting prospects seamlessly into customers.
5 Trends for 2018 that prove the power of mobile
- Voice Search – over 20% of all mobile queries are made via voice search, with 55% of teens and 40% of adults using voice search on a daily basis. We see that as an accelerating trend with voice controlled digital assistants such as the Echo and the Dot.
- VR and AI – chatbot marketing is expected to grow at a compound rate of 35.2% between now and 2021.
- Augmented Reality – more companies are taking on the Pokémon Go approach, including the likes of IKEA, allowing customers to view furniture through their smartphone or tablet, and establish how it would look in their own home.
- Video – video is the most sought-after form of content marketing, and is projected to claim more than 80% of all web traffic by 2019
- Micro Moments – 91% of smartphone users look up information on their smartphone when in the middle of a task, and 82% consult their phone when they’re in the store deciding which product to buy.
Need help optimising your site for mobile? Let’s talk, we can help.