Making It Work With Mobile

Scott Lambert

With new figures showing that mobile phones are now used by 91% of the world's population, with 50% of them using their mobiles as their primary source of internet access, it is clear that every business needs to be confident that it can be found in a mobile search. Throw in the observation made in a recent UK survey that only 47% of mobile users still visit physical stores on a weekly basis – down from 73% three years ago – and the pressure is really on to get it right. What does this involve?

A surprisingly large amount of potential mobile-based business is lost as a result of simple errors. Pages that cannot be accessed by mobile, pages that take ages to load and images or videos that do not display properly can immediately prompt potential customers to go elsewhere. What is more, a badly-designed page can fail to show up at all in searches, as Google penalizes sites not optimized for mobile; this can also affect ranking in desktop or laptop searches. The first thing to do is to work through a site looking out for problems such as these and to do it on more than one type of mobile, as some systems can choke on pages that are fine for others. It is also important to check for potential problems in new pages as they are added, although working from templates will reduce the risk here.

Beyond this, much of what makes a site work well on mobile is the same as what makes it work well generally – from a user perspective. The thing to bear in mind is that this may differ from the perspective of the site owner; for instance, sites often use the supermarket principle that involves making customers parade past lots of other products before they can get to what they want. In principle this increases the likelihood of impulse buys; in practice, because it is so much effort to do by mobile, it often results in customers giving up and shopping elsewhere. Unlike other types of Internet customers, mobile users do not usually pick a store and return later when they have more time to browse it. They either make a purchase there and then, or they go away and never come back. This means it is vital to make things easy for them.

With good, mobile-friendly web design, there is plenty of money to be made. To learn more about how to get it right, call Xcellimark.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Website Development

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