Tips on the Mobile Version of Your Website

Patti RennerLast week we launched Knotice Mobile View, a free service for marketers to track email opens across device types. According to our own data and that of all industry analysts, the number of people opening emails and engaging with brands via mobile device (phones and tablets) continues to rise. With that in mind (and for those surprised by their Mobile View opens data once those campaign results start to flow, here’s a quick refresher on mobile website advice.
A Mobile Version of Your Website: Today’s perpetually connected customers demand a smooth and cohesive mobile experience when they’re online from their phones and tablets. From the email sent to the links they click through, the mobile experience should be a good one. Take a moment to grab your smart phone and pull up your own company’s website. How quickly does it load? Is it based on responsive design – or at the very least is it “mobile friendly”? Is any call to action well-placed and site navigation clear so you don’t have to swipe the page to access or read things? Best is a website that redirects to a specific mobile version. If you don’t have this yet, what the heck are you waiting for!?! Go and get this in place immediately.

Responsive or Redirected: Whether you go with a responsive design for your website or you add a mobile redirect to your page to take people using mobile to the mobile version of the site, the decision on which is best to use is really up to the expectations and needs of your audience. Why would they come to the site when they’re on their smartphone? Are they opening your email on mobile and click through? Do they want to kill time in a waiting room to get some shopping done? Are they in the neighborhood and want specific details?

If you’re a service-based business or operate locally (or have local extensions of your national brand), your mobile customers may be looking for a list of services, hours of operation, email address and/or phone number. Are these easy to find? Do they show up as large, active links so people can one-click call you? And are they properly spaced with enough padding for chubby fingers to easily use? B2B businesses can often get by with a redirect to a faster mobile version of their main site, but this may be changing as consumer expectations of mobile experiences continue to rise.

If you’re an online retailer or CPG, investing the time in a responsive website design is a better option. A growing number of dollars are spent on e-commerce – online purchases are helping spur the overall gains we’re seeing as the Retail segment recovers. Making high-ticket purchases via smartphone is becoming increasingly common. When you factor in details like smartphone users spending more money on the e-commerce purchases made, and the fact that emerging middle class globally is spending increasing amounts of disposable income on products online – the trends are there to support the investment and continued improvements in mobile site design. Those not willing to make the spend for an easy, smooth mobile shopping experience may end up paying a greater price in the end.

Here are links to other valuable articles to help your mobile audience have a great experience with you:
Mobile Web is Holding Up Mobile Email Optimization
Fun Facts on Mobile Shopping Usage

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