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These
Solutions Will Hook Insane Mobile Traffic, Part
1
By Ross Wingo - content marketer at Century
Interactive.
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The growing popularity
of mobile devices is affecting numerous
industries, including hvac contractor
services. According to
RKG Digital, more than 42% of organic
search visits come from mobile devices.
Year over year mobile search is growing in
stature, and businesses need to optimize
their websites accordingly. There’s a
brewing expectation among consumers that
businesses present clean, well formatted
mobile websites. Consumers don’t perceive
mobile searching as 2nd rate compared to
desktop searching, and businesses shouldn't
either.
In this 2-part blog series we’ll run through
key tips that'll help you get a leg up on
the competition, and secure more mobile
traffic.
A Quick Mobile Check
Optimizing a mobile site is different from
optimizing a desktop site. If your mobile
site looks like a watered-down, copy-pasted
version of its desktop counterpart, it’s bad
for a couple of reasons. Firstly, it won’t
function smoothly: links will be hard to
locate and click through, text will be
broken-up and images may not load. Secondly,
this inevitably leads to a negative
impression of the business in the eyes of
the customer.
78% of consumers have bailed on a
purchase because of a poor service
experience. The look and functionality of
your website is core if you want them to
convert. If the customer experience isn’t up
to par, customers will move on.
In order to prevent this from happening, ask
yourself 2 questions about your mobile
website:
1.Does it look nice and function correctly?
2.Is it easy to navigate?
It’s well within your power to fix any
glaring errors. Thankfully, there’s ample
opportunity to clean up your mobile presence
and start making lots of great impressions
(excuse the bad pun).
Less is More
When visitors get to your mobile site, what
do they see? How does that first snapshot
look? The key point to get across in part 1
of this series is that marrying form and
function is possible. You do that, and
you’re golden. Consider these 3 aspects:
Simplicity
Using simple, concise and informative copy is the best way to get the message
across on any page. Even on a desktop, readers aren’t going to give you much of
their time;
55% of readers are active on a page for fewer than 15 seconds. This is even
more the case on a mobile device.
If anything, it’s best to leave out some information - that way, customers have
a reason to call your business. Provide just enough to answer their basic
questions and pique their interest. Less is more.
 A
Scrollable Column
66% of reader attention on a page is spent below the cutoff fold. This means
visitors do take the time to scroll down on a page.
Customers are willing to scroll a bit to get the information they need, so don't
cram all your page content into the initial frame. As long as everything is
presented clearly, and there’s an obvious scroll feature, you’re good.
Tap Versus Click
If you want customers to click around on your mobile site, consider the tool
they’re working with: their fleshy fingers. Big buttons and chunky boxes are
much preferred to thin text links.
Not only is it plain difficult to tap on tiny links with your finger, but
there’s also a greater risk that these links will be overlooked. Remember,
smartphone screens are only 4-5 inches. While tappable boxes take up more real
estate, it's a necessary evil.
More Calls
A pitfall for many is assuming that something is 'good enough'. However, when it
comes to the customer experience, it’s never good enough. An optimized site will
directly result in more service calls. Pack your site with easy-to-read,
easy-to-find and relevant information, and see what happens.
Learn how Service Hook can show you the quality of your mobile traffic.
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