Techniques to use efficiently the mobile browsing are developed with the purpose to adapt your website to users and their intent, having in mind your mobile marketing outcomes.
According to Google about 60% of US Internet traffic is carried on mobile terminals. What does this mean for online sales and how to effectively use this traffic?Fact: In recent years, we seen increasingly more users for mobile browsing
Adapt your website to users and their intent
Honestly, I can not express how important is this matter. In SEO, all user searches are divided into two distinct categories: searches that show intent and searches that show information. Think about it: when you surf the Internet not always want something concrete. Sometimes you want to buy something or to get specific information, sometimes you just want to be informed because you are simply curious.
It is a great strategic mistake to treat all traffic to our site as equally
Does not it seem logical that if we try to offer informative search just how product information or help? Or if the search for intent to offer concrete solution or product?
If we treat both types of traffic identical chance it is great to have the wrong approach to client and either does not offer the desired information or to be too aggressive towards his expectations.
There are specific reasons Why your business did not deserve powerless virtual branding, no matter if we talk about mobile or desktop and other devices.
Searches from mobile searches are almost exclusively for information and not with intent
I do not know what it's like for you, but for me the mobile experience is not the best. ALWAYS I type the wrong key (however I try typing correctly, always happens to me I press another button), press accidentally ads or banners or buttons than the ones I want and never feel comfortable on a website, because I can see only a small part of it, no matter how well it's optimized for mobile.
I do not feel comfortable on the phone and as such delicate operations or complicated prefer to do them always on desktop or laptop, and sometimes on tablet.
I am convinced that there are people who are ok with mobile browsing, but the vast majority of their problems are the same as mine. For this reason I only use mobile to search for information, keep reading something and search for information about a topic of interest. But there never finish the process.
This is the main reason that traffic from mobile devices has a bad reputation among those who manage advertising campaigns: traffic is considered low quality and, in some respects, it seems. But is not so all the time.
Traffic seems to be weaker because users buy or register harder, because it is technically more difficult, because they are not in the right time. Fill out a form with contact information when navigating the lunch break or when you return home, it is somehow hard, right? Time and place are not right, but people are the same.
Techniques to leverage traffic from mobile devices
It assumes that all traffic from mobile devices is informative and does not imply intent. For this you need to:- Do not ask for more contact information. Any form must be within 3 fields: email, phone, name. Nobody complex actions or make the difficult phone. Even if you would like your product, the time is not conducive.
- Do not give away products or services but just try to collect contacts. It is unlikely that the user to buy the product, but it's more likely to subscribe to an email list or download an introductory guide.
- Use remarketing campaign (ads that "follow" you everywhere), but displayed just on desktop. The user sees the product on mobile after seeing the advertisement only when it's in front of a computer where he feels more comfortable and likely to register / buy increases.
- If you promote with money dedicated pages (landing page), make separate pages for mobile and desktop. The message should be different, as well as approach.
Use Analytics to Understand mobile traffic growth.
