What Happens When You’re not Mobile-Friendly?
Becoming mobile friendly is a journey not a destination; it will take time.
It’s no longer a question of whether or not you need to consider mobile communications technology when it comes to marketing. All you need to do is look around to see faces buried in mobile devices to know that these devices are everywhere. So what happens when your website and marketing communications are not mobile-friendly? Well, a few things can go wrong.
Let’s get the worst case scenario out of the way first.
If your business is not displaying mobile-friendly experiences for your customers, the worst that can happen is that these people decide not to do business with you.
That’s the bottom line. And it can also have a big impact on your bottom line.
When a potential customer finds your website through listing sites like Yelp or TripAdvisor or through a general mobile search, that customer is usually thinking of buying something or contacting your business. It’s important that he can easily purchase something from his mobile device or can find the contact information he’s looking for. These two components play into a mobile-friendly experience that can be extremely powerful when it comes to conversions.
Aside from losing business, there are a few other things that can happen if you’re not mobile-friendly that you’ll probably want to avoid.
Say Hello to Disgruntled Customers
The scenario goes something like this: An excited new customer arrives at your website and is laser-focused on buying one of your products. He’s done his research, combed through your stellar business reviews, and is ready to click the purchase button.
But, he can’t find that button.
Perhaps it’s because that button is actually a link and when he goes to click it, his finger presses the link below it, which immediately sends him into a frenzy of frustration. Then, as if things couldn’t get any worse, the visitor can’t find your phone number so that he can call and scream, “Please just let me buy your product!”
Yes, the scene is gruesome. But, it’s a reality many mobile users face. You’ve already started your relationship off on the wrong foot.
New Customers Can’t Find You
Not updating your online listings on sites like Yelp and Trip Advisor is the quickest way to simply not exist to the many people searching and shopping on their mobile devices.
Not being visible on these sites equates to another missed opportunity. According to new data from Nielsen, 41 percent of shoppers will purchase from a local business after visiting Yelp.
It shouldn’t come as a surprise that in a recent survey from SinglePlatform, 85 percent of small businesses said they believe it is important to be seen on major search sites like Google, Yahoo, TripAdvisor, Yelp and Yellow Pages.
Existing Customers Disengage
If your emails and newsletters aren’t mobile-friendly, your existing customers might eventually disengage or even worse, unsubscribe from your mailing list altogether.
Chances are, the majority of your customers are busy and read your communications on-the-go from their mobile devices. If they are excessively squinting, pinching and scrolling, they’ll quickly send that email to the trash bin. As much as they love your business, products and services, they just don’t have time to fuss with an annoying email.
Start Slow, But Get Going
Becoming mobile-friendly is not something that will happen overnight. Do a little bit at a time to avoid feeling overwhelmed. Here are a few simple things you can do in the next few months to get your business moving with the mobile tides.
Make Sure Your Website is Mobile-Friendly
A mobile-friendly website is basically a shorter, more condensed version of your main site. Simply paring down your content into digestible chunks will help greatly. Also, make sure you have a clear “click to call” button on every page. That alone is crucial when it comes to making it easier for people to contact you.
Update Your Online Listings
Make sure all of your online listings are updated. You should also encourage existing customers to write reviews for you because they are incredibly powerful in the customer buying process.
Improve Emails and Newsletters
For starters, keep them short and sweet. That’s the motto for mobile-friendly emails and newsletters. Next, make sure your text font is big enough so it’s easy to read. Your text should be presented in at least an 11-point font.
That’s it! These few adjustments will enable you to have an excellent start toward becoming mobile-friendly and they don’t require that much time or effort at all. All it takes is thinking a little differently about your website and communications. Remember, becoming mobile-friendly is a journey not a destination. It will take time.
Alec Stern is a primary member of the founding team and vice president, strategic market development for Constant Contact. Find him at fransocial.franchise.org via the directory.