Mobile Optimization: A Love Story

By February 8, 2017 Blog No Comments
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Whether you view Valentine’s Day as a “Hallmark holiday,” an opportunity to express your eternal love, or simply as an excuse to indulge your chocolate cravings, there’s no denying that romance is in the air this week. There is one thing that both cynics and romantics can agree on, and that’s the undying devotion people have for their electronic devices. We carry them with us everywhere; adorn them with artistic, protective covers; proudly compare their features, and often pine for the latest version. So, it should come as no surprise that mobile optimization is essential to your marketing success. Consider the following:

    • Today, more people search on mobile phones than computers, which means mobile generates more page views. If your site is not mobile friendly, users are less likely to stick around. (Think of it as a bad first date.) What’s more, if your site is slow, they may not even wait for the page to load.
    • People are five times more likely to leave a site if it isn’t mobile friendly.
    • Over half of mobile users will leave a website if it takes longer than three seconds to load. (Love can be fickle.)
    • 65% of emails are opened on mobile first, so if your email marketing campaign is not opening correctly on mobile devices, your efforts are being wasted.
  • Google’s second mobile-friendly algorithm (aka “Mobilegeddon 2”) update gives an additional ranking boost for mobile-friendly websites in search results.

Obviously, if you’re not reaching your audience through mobile search or display, or you’re not optimizing the mobile experience, you’re missing out on a key competitive advantage. How can you ensure that your content, whether it be on your site or delivered via email, is mobile optimized? One of the easiest ways is to use Google’s Mobile-Friendly Test Tool, which provides a report on where your site is falling flat and suggests areas for improvement.

Beyond that, there are some basic suggestions to help you woo mobile users.

    • Mobile devices have smaller screens and users are often on-the-go, so content should adapt easily to fit smaller screens and fonts should be readable without pinching to enlarge.
    • Make sure email messages load quickly, and you use images and text sparingly. Too many images and long paragraphs can be difficult to scan. By the same token, make content scrollable rather than forcing users to click through multiple pages.
    • Be sure videos are compatible with mobile devices.
    • Use high-quality images that are cropped to maximize detail on small screens and make certain all images are set to be responsive.
    • Buttons should be simple to use and specific content easy to find (e.g., directions, business hours, product details).
    • While page speed is important on all devices, it’s key to mobile users who are typically looking for quick answers while on-the-go. (Hint: Google also has a Page Speed Insights Tool, which assesses how fast pages load and provides pointers on improving speeds.)
    • Avoid full-screen pop-ups, which Google is reportedly cracking down on in 2017.
    • Make the site search easy to find.
    • Since more searches are happening on mobile devices, ask yourself if designing for mobile should be your first priority, rather than tailoring your site to desktop. This may depend on your target audience.
  • Finally, put yourself in your users’ shoes. Think about what mobile users want and how they use their devices to access information, and then test your site before launching to see if it accomplishes those goals.

Suffice it to say, the love affair between humans and their mobile devices is predicted to get even hotter and heavier, which means marketers who are not making mobile optimization a priority will find their customers being seduced by their competitors. If you want to improve SEO, user engagement, on-page rankings, and conversion rates, forget the flowers and chocolates and give your customers what they really want—a more responsive and enjoyable mobile experience.

If your content is not mobile optimized, or you would like to improve your customers’ mobile experience, we can help! Visit or call Kevin Anger, Creative Director (and mobile optimization expert) at 734-531-7421.