A previous blog post highlighted that mobile is a key growth area for any marketing strategy, and identified that businesses need to have greater mobility in reaching out to customers; wherever they may be and however they come to find you.
In this post we’ll outline some practical tips for ensuring an optimised mobile presence. Then our final follow up next month we’ll review some of the latest trends in successful mobile design.
How to optimise for mobile:
Draw on Google Analytics
Linking back to a point from the earlier blog, it’s crucial to understand mobile usage trends. Of course the headline is your business needs to get mobile, but you need to know what parts of your existing website are most popular with mobile users.
Within Google Analytics, go into the audience profile and then drill down into mobile, here you can view the audience breakdown of the devices they visited the website on.
Tip: Look over the last 12 months of website traffic and you are more than likely to find that more people are viewing your site from mobile and tablet devices than a desktop PC.
So, you should’ve seen that an increasing proportion of your audience are viewing from mobile devices. The next step is to find out what content users are engaging with most compared to desktop interactions. Again going deeper into your analytics results you can start to see which content pages mobile users are landing on.
This information is key to thinking about how you want these pages to display on mobile devices.
Tip: View your company’s website on a mobile or tablet. Pay particular attention to those key pages mobile users are accessing e.g. contact, product pages and news/blog for example and you’ll probably find it a struggle to navigate around the site, pinching to zoom in to even read the content. Getting frustrated? Think how a prospective client is feeling.
After looking at the statistics and finding out what content is most popular with your mobile audience, there is one final element to consider. Think about mobile search engine optimisation (SEO) and the search terms that mobile users are more likely to enter into their device when trying to find your product or service.
We’ve all done it on our mobiles and even on desktops, misspelt a search and then realised it was wrong. It’s even more likely when people are searching on the move. This can also present a golden opportunity (particularly when investing in paid search) to capture traffic that inadvertently ends up your way.
Tip: One basic tool to help identify these so called ‘fat finger’ misdemeanours is onSEObook, type in some key terms relating to your business offering and you can select the various ways users may misspell the term. This information can then help you with the generation of low competition keywords to save money on PPC ads, or help you find low competition keywords which are easier to rank for with traditional SEO.
Hopefully these handy mobile tips will give you the starting point to think about planning and implementing your mobile strategy. Next time, we’ll review some of the latest trends in mobile design to help your business not only perform for your mobile audience but look fantastic too.
This blog was originally posted on BDB.co.uk where I was a Digital Project Manager working with international b2b clients.