Companies that have seen a decrease in website traffic in recent months and have blamed it on unfavorable market conditions, their production or marketing department, may not have considered that this could be caused by something else. For example, it could be the effect of the “mobile revolution”.
Site access via smartphones is increasingly popular
The data speak for themselves: 60% of Internet access is on mobile devices and each person spends an average of 97 minutes a day on their smartphone (source: Marketingland). Hence, Google is acting accordingly, penalizing more and more non-mobile sites in search rankings.
To rescue these companies before it’s too late, it is important for web marketers to immediately become aware and fix the weak points of the site. So which are the common mistakes?
Small oversights, big consequences
Here are the most common mistakes, which are apparently marginal yet “epic” as their consequences may soon be significant such as loss in traffic, visibility and credibility to its customers.
#1 The unknown: call-to-action buttons
People surfing on smartphones are often in a hurry and are multi-tasking, so they are much more likely to convert their search into actions than those who search on a desktop: 70% of mobile searches lead to purchase within one hour (source: iAcquire).
But how can you do that if your website does not have a well-located, clear and enticing button prompting potential clients to take an action?
#2 Content excess
The content designed for sites displayed on desktops should not be the same for those on mobile. Smartphones have smaller screens so priority should be given to information that are really useful, few but relevant to the needs of its users: 61% say they leave the site if they don’t immediately find what they are looking for (source: Searchenginewatch.com).
#3 Slow loading times
Does your website take about ten seconds to load? That’s not a good sign. According to Google’s guidelines for mobile sites, loading must be completed within 2 seconds. That’s why it is important to verify that your web page is quick when loading all its contents, including images and animations, otherwise people will go elsewhere.
#4 Outdated login
Many websites require user authentication to complete a purchase or enter a restricted area. However, people tend to forget the data used when they registered for the first time. That’s why offering them the possibility to automatically authenticate through social networks is an increasingly appreciated option, especially by those who surf on mobile. How many login options does your website offer?
#5 The site seems mobile… but it is not
It may be a trivial consideration, yet many companies believe they have a mobile-optimized website, but in reality some features and characteristics are missing on smartphones, starting from those listed above. Has your website undergone a full check-up in all its aspects and pages?
#6 Go mobile with a system like mob.is.it
To fix these errors and prevent future ones, there is a solution for every web marketer: you can provide the company a mobile site which you created yourself, thanks to an on-line system like mob.is.it.
In a simple and intuitive way, without the need of special technical or graphics knowledge, you can create a real site optimized for all devices and receive constant training on many different topics, such as how to better organize the content, create eye-catching call-to-action buttons and above all how to commercially offer this mobile website to companies. Sometimes, you don’t just learn from your mistakes. You can also earn from it.
Author: Biz Think Tank
BizThinkTank is a dedicated small business website, with a wealth of regularly updated tips and articles. Whether you’re looking to start a business or grow your business, you’ll find a wealth of handy advice and information.