This brand experienced a 15% surge in mobile conversion rate and a 25% boost in mobile revenue per visitor – yes, you read that right! These substantial figures are talking about Expedia, the world’s leading online travel agency. So what did Expedia do that provided it with such a significant advantage? Not an investment in a top tier campaign but rather a simple change – they invest time in making their website adaptable to the small screen.
With over half of the world’s online traffic coming from mobile devices, mobile optimization is no longer just a choice or option; instead, it is a necessity that every business, whether local or international, should be conscious of it if they want to compete in the ever evolving market trends.
If you are experiencing a high bounce rate or not getting the analytics you seek, it is time to analyze where you lack in terms of meeting customer needs, which most probably would be in the context of mobile optimization. Your mobile friendly website can bring a plethora of benefits to your digital marketing strategies. Let’s have an outlook on some among the many.
Increased User Engagement
What would you prefer, navigating a website that takes a day to load or a website with a seamless experience? Obviously, the latter, as humans’ attention spans are rapidly decreasing, and no one would spend all their time navigating sites. This is one of the most important advantages that your business gets by optimizing it for mobile users. When customers visit a website that loads quickly, offers ease of navigation, and meets their expectations, they are more likely to interact with it, share, and return – all of which leads to increased engagement and, ultimately, high conversion rates.
Enhanced SEO Performance
Employing its mobile first indexing, Google prioritizes websites that are user friendly and better optimized for customer experience. This evaluation requires businesses to optimize their site even for desktop users. This aspect brings increased SEO performance with better ranking by Google and enhanced traffic. When you are the prominent answer to search queries, you are likely to gain more visitors and, as a consequence, high engagement and conversion rates.
Better Local Search Results
Customer behavior is a dynamic trait, constantly changing and demanding innovation in the way businesses meet their preferences. Your customer now wants quick and ready solutions to their concerns; hence, enhancing your site for local search results is imminent. Ensure your website includes accurate location and contact information and is perfectly capable of offering swift and tailored responses to your client’s queries. This can offer a surge in local client engagement and web traffic.
High Conversion Rates
When you make your site capable of running on small screens without any quality or navigation challenges, you offer a frictionless user experience — eliminating any hurdles that can cause a user to bounce back from your website. A seamless and smooth website that offers easy and straightforward navigation, user friendly forms, and time efficient processing can positively impact the client’s decision to complete their purchase or sign up for a service contrary to the complicated one.
It is especially necessary for eCommerce websites. If you do not want your customers to abandon carts or leave without even exploring your products, you have to make efforts to meet what they desire.
Social Media Integration
If you are not leveraging social media for your business goals, you are far behind in the digital marketing competition. It can drive your customer engagement aspect like no other. Thus, when it comes to mobile optimized sites, social media integration counts as an integral factor as well. You can make your site menus and sections shareable to various popular social media platforms so that when a customer likes anything on your website, they can easily share it to their timelines and profiles.
This sharing creates a cycle of increased customer interaction, which can contribute significantly to your brand visibility and awareness.
Key Takeaways
In addition to Expedia’s significant growth story, Netflix was way more successful in its mobile adaptation strategy, with 40% app downloads and a 35% engagement rate. These examples and the aforementioned upsides clearly indicate the imperative role of mobile compatibility in your digital marketing success.
However, when you are going for the change, keep in mind that one size never fits all, and you have to conduct a comprehensive analysis of your intended audience, your business nature, and what your long term objectives are. Tailoring your strategy based on these factors can contribute to the sustainable progress of your organization helping you compete with the right resources and establishing your authority in the market.