Internet usage on mobile devices is fast-paced, usually done while the user is only half-present and completed while they are doing something else altogether. When you compare that with tablet usage, which is usually reading at a slower pace, with a deliberate intention and done within the home. This is the same with the use of a desktop device. If you are a marketer, it is worth the time and effort to think about how people will consume your actual content and how that may impact and change your content creation.
Focus on Meeting the needs of Mobile Users with Action Oriented Content
Did you know that up to 70 percent of mobile searches are followed by some type of consumer action within an hour of the original search? This means that if someone is searching for a certain car part on their mobile, they are likely to purchase that part the same day. In comparison, if a laptop or desktop is used, the search is not rushed and simply driven to achieve information on what is available.
What was your last activity on your mobile phone? Unless you were sitting at a child’s ball practice or waiting for your food at a diner, you likely had a specific purpose for reaching for the device. Mobile phones are always with you, and the users are much more action driven.
When you develop your marketing strategy you should consider what you can do to ensure that these action oriented searches are simple and efficient. You need to ensure that your mobile site features a responsive design and that the phone numbers are clickable.
The Most Common Activities on Mobile Devices
The most common activity that smartphone users participate in is checking email. The second highest is reading news content and the third is using social networking apps. Each of these activities is steadily rising, with up to 41 percent of all emails in 2012 being opened on a mobile device.
Now that you know what is being done by users of smartphones, you should implement these tips for your site:
- Ensure that your content and emails are able to be read on mobile devices;
- Do not forget that the mobile users are usually jumping between the three most popular activities;
- Ensure that the calls to action that you implement are large and completely visible.
When you are more aware of how your audience is consuming your site’s content, it can provide you with a boost when it comes to conversions with this action focused crowd.
Ads and Mobile Behavior
There are mixed feelings about the effectiveness of the placement of ads on mobile devices. There are some studies that show that up to 64 percent of people that have viewed an ad on their mobile device, have made at minimum one purchase as a result from that ad.
However, there are a number of reasons that measuring the effectiveness of these ads is so difficult. First of all, many clickthroughs are accidental, while others become misattributed. If you truly want to understand the behavior of mobile users in relationship to your ads is to use a few campaigns as tests. You can create an individual landing page that is specifically for the campaign and then see how many mobile users make it through to the actual thank you page. You will then be able to use Google Analytics in order to have a breakdown of the actions taken by your mobile users.
Remember, mobile users and browsers are very action oriented. This means that they visit one site to immediately move on to the next and then change devices in the midst of moving from site to site. In fact, it is estimate that up to 90 percent of mobile users will jump from one device to another in order to complete an activity.
The best way to overcome these facts and device jumping nature is to ensure that your content is built with a design that is responsive. This wil reshuffle your webpages in order to fit the device that is using it. This means that your page will look great on any device, including phones, desktops, laptops and tablets.
The Search Process for Mobile Users
If you are an inbound marketer, you know that search is one of the biggest ways that a company is found online. This means that it makes sense to consider the actual experience of mobile users when they are using the search box. When a mobile user begins to search for something it will be time-sparing and extremely focused.
In most cases, a mobile user will click one of the three top organic results that a search engine displays. Since these types of searches are steadily rising, you will have to focus the SEO tactics that you use in order to ensure that your site ranks in these top three spots.
The Bottom Line
Right now, every one out of three minutes that a person spends online is spent online on a mobile device. With this much traffic coming from mobile devices, it is crucial that you develop a plan to not only attract, but also engage the person on the other end of whatever gadget may be in use.