In a multi-screen world, it is imperative for businesses to provide content that is optimized for customers on the go. While this may seem obvious, many businesses continue to make the same mistakes when running mobile campaigns. Read on to learn the biggest mobile marketing mistakes you can make and how to avoid them.
1. Not optimizing for mobile
Not optimizing content for mobile devices is one of the biggest sins businesses can make in 2017. Research from Google found that 70% of users will more than likely buy a site’s product or service if the site is mobile-friendly. On the flip-side, over 60% of users will quickly move to another site (more than likely a competitor) if you offer a bad mobile experience.
Businesses should avoid using non-mobile content like large graphics and extensive text for their mobile sites so users don’t become frustrated with lengthy page-loading times. If they don’t, they will not only lose potential customers but search rankings will be negatively affected as Google place a stronger emphasis on mobile.
2. Not paying attention to mobile experience
So often, companies neglect a user-centered approach when designing for mobile. For example, a shopping cart process that doesn’t allow users to check out on mobile (functionality), not having optimized navigation for mobile users (information architecture) and not limiting form input to essential fields are all potential pitfalls for businesses looking to create amazing mobile experiences.
To avoid this, businesses need to get a full understanding of how their target audiences use mobile devices to accomplish certain goals and prioritize mobile features based on that. Luckily, we do a chunk of the work for you with our mobile website builder tool which helps you create great websites quickly and easily for any screen.
3. A lackluster call-to-action
Call-to-actions (CTAs) tend to get brushed over by many business owners but designing an effective CTA could be the difference between a visitor buying your product and that visitor looking elsewhere for a similar product. Too many sites have uninspiring CTAs such as ‘Click here’ or ‘Submit’ which don’t really communicate the value of exploring further, resulting in less conversions.
Best practices when it comes to designing effective CTAs typically include using easy-to-understand but action-orientated language in the copy, making it big enough for mobile users to see and using a contrasting color to the color of the web page it’s on. Some of our favorites include: “Try *product* for free”, “Get Access Now!” and “Click here to download”.
According to research from Pew Research Center, 90% smartphone users use location services on their phone. This represents a major opportunity for local businesses as there is an increasing reliance on mobile to find directions and satisfy an immediate impulse need to make a purchase of some kind. It’s no coincidence that Google has responded with ‘near me’ or ‘close to me’ for an auto-complete option in the search bar.
By taking advantage of location-based marketing, businesses can connect with customers at the optimal time: when they have a need. goMobi’s website builder tool enables you to use location-centric features such as ”click to call’ buttons, maps and directions, site translation and much more!
One of the quickest ways to get your mobile optimized site off the ground is through goMobi, our website builder tool that allows you to come up with fast and lightweight sites that look great on any device.