How Mobile Websites Can Increase Sales
A mobile website has become an essential part of website design, because of the increasing number of mobile users. This is especially true for any company that uses the Internet as part of their overall marketing campaign. When a mobile user accesses a website through their smartphone, tablet, laptop, or other mobile device, they want to see and use the same parts of the website that are accessible on a desktop computer. More often than not, when online traffic reaches a website that is not optimized for mobile use, they will «bounce» from that site quickly, and find one that does provide a user experience that is designed for mobile access.
Responsive design and adaptive design are two ways that websites are being optimized for mobile access. Responsive design provides a static mobile version of the website to a user viewing it on any mobile device, while adaptive design «reads» the type of device being used and offers a website designed to display correctly on that particular device.
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Mobile websites are an especially powerful tool to use as a means to increase sales, because people are accessing the Internet on the go, and they want immediately available information to either help them make purchasing decisions or provide alternate shopping options. When you are able to provide an Internet user with information or alternatives «right now,» they are also more likely to make their shopping decisions «right now.» People primarily make buying decisions based on emotional factors, so attracting them to your offering by appealing to what they want or need can compel them to choose in favor of your company’s products and services.
When you are using a mobile website to increase sales, you do not want to provide the same content that a visitor would see when using a desktop computer, or even a laptop. Mobile devices have much smaller screens, so you have little space in which to provide as much incentive and motivation as possible. Some companies use an image with a call to action as their mobile-ready site, while others offer engaging text and a call to action. Yet others will offer a site visitor incentive through giving them something for free, like a discount, downloadable content, first-time customer reward, or newsletter subscription.
Whether you are seeking leads to build an email marketing list or you want to increase traffic to your site for higher visitor-to-customer conversion rates, the use of a mobile version of your website should be considered a necessity. People are finding you online with their mobile devices, and they want to access your website’s information and content without zooming, scrolling, or requiring a larger screen to do so.
Design your site with your visitors in mind and appeal to their wants and needs first. When you provide great content that attracts attention to your brand, products, and services, the rest of the marketing process can fall into place in a less labour-intensive way. Don’t forget to comply with the basic guidelines for search engine optimization, so your sites can be found by mobile users, but focus on your target audience when creating your content. They are, after all, the ultimate deciding factor in the success or failure of your marketing efforts.
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