For the last decade, marketers have been hearing all about the mobile revolution, the point at which mobile usage would overtake desktop usage as the primary way consumers access the web. And now, according to a new comScore report, the revolution is here: 65 percent of all digital media time is now on mobile devices. Desktop usage is down 12 percent compared to 2013, comprising only 35 percent of time spent online. So now that the mobile revolution has arrived, how can marketers stay ahead of the curve?
Optimize Your Websites for Mobile Devices
According to a recent survey, reported by eMarketer, in late 2015 only about one in three small and midsize businesses with a web presence had a mobile-optimized site. Although that's up from 2014 (when fewer than one in four had a mobile-optimized site), it still highlights the fact that small and midsize businesses have been slow thus far to keep up with the mobile trend.
When you consider that mobile shoppers convert 160 percent more often on sites optimized for smartphones (according to Internet Retailer), this is one area where marketers simply cannot afford to wait any longer to optimize their web presence.
Employ Smart Design
In the modern world, it's not enough just to have a mobile website that works ... you need one that works well. Forbes reports that load speed is especially important for businesses, as 43 percent of users who encounter a slow loading page won't ever return to that page, and 40 percent will seek out a competitor's site instead. This means that if you aren't employing a fast-loading and easy-to-read design, it could literally be costing you nearly half your potential customer base.
While it's tempting to simply make a mobile-optimized website and then pat yourself on the back for a job well done, it's very important to test your website extensively using a variety of devices (over both a cell signal and Wi-Fi) to ensure that anyone who finds your website is able to quickly get the information they need. This helps you avoid losing out on valuable customers who might be encountering technical problems with your website.
Don't Abandon Your Desktop Presence Entirely
While we cannot overstate the importance of having a mobile presence, it's also important not to pour all your resources into mobile at the expense of your desktop site. comScore also notes that while the majority of consumers are finding businesses via mobile platforms, most transactions are still taking place on desktop computers. With this in mind, marketers can give their mobile websites an informational focus, with text, mobile video and easy-to-navigate menus, while placing transactions and conversions front and center on their desktop websites, with big buttons, banners and an easy-to-use checkout system.
With mobile usage now taking up the majority of digital media time, it has never been more crucial for marketers to have a smart mobile presence. Fortunately, by taking some simple steps (and not abandoning their desktop presence), marketers can make sure they thrive in the mobile-first world of 2016 and beyond.
