Posted by Aleyda Solis
We live in a multi-device world, and if you're still focused on improving your visibility, traffic, and conversions solely for desktop users, you're losing a great opportunity. This gap, coupled with the ...
Posted by Aleyda Solis
We live in a multi-device world, and if you're still focused on improving your visibility, traffic, and conversions solely for desktop users, you're losing a great opportunity. This gap, coupled with the fact that you're probably staying behind your competitors and unconnected with your audience, is not great for business. Not convinced? Let's see some data...
Mobile search is booming.
It's already driving important multi-channel conversions.
However, we're still not doing our best for mobile and are losing opportunities.
Despite the multichannel conversions that mobile search drives, we're still not making the most out of it. There are people that feel it is still too complicated and insecure to purchase goods on their smartphones:
Unfortunately, what are now fundamental aspects on our desktop-focused optimization activities are sometimes still unknown when developing a mobile-focused presence, even for some very important websites. For example:
A. Some websites don't have a mobile-focused presence
Remember that, despite having an audience that may be using the most advanced smartphones and tablets, they still need an optimized offer that fulfills their specific behaviors (not necessarily the same than the one from the desktop users), providing the best experience according to their device characteristics (and device-specific restrictions).
For example, can you guess which of these two sites provide me the best experience, is really optimized for me, will make me stay (as a consequence), and have a higher chance of conversions from me?
Although I have an iPhone 5 and my fingers are tiny, it's very difficult for me to browse, interact, and consume information if the site doesn't have a version well-optimized for the device I'm using.
B. Some sites have a mobile presence, but forget about optimization fundamentals
On the other hand, other websites have a mobile presence (websites and apps included), but that doesn't mean they're really optimized. As I mentioned before, basics from our day-to-day "desktop focused" optimization activities are for some reason forgotten when we go mobile or tablet.
For example, many websites love promoting their apps with intrusive interstitials that disrupt the user mobile web flow, requiring interaction from the user in order to continue:
What about relevant, descriptive titles? This optimization basic is frequently forgotten, even by big websites when they go mobile (although these are well-optimized in their desktop versions):
How about businesses that forget to create a landing page on their site for their own mobile apps? When you search for the app, you get the first results with iTunes store profiles that may confuse you (which one to choose?) featuring not-so-great descriptions, along with some posts with negative reviews:
Time to get better control of your own app web results? Yes, please.
Two questions arise from these situations:
Can you blame people for not converting from their mobile devices?
How can you change it?
First, let's acknowledge the challenge of a multi-device ecosystem. Once we get a handle on it, we'll have an overall vision in order to make the best decisions, optimize your presence accordingly, and maximize your opportunities.
Mobile, Tablet, Web vs. App: The Segmentation Challenge
Usually, the first question we need to answer when we go mobile (whether smartphone or tablet focused) is: do I develop a website or an app?
As I shared in this State of Search post, your decision should be based on certain factors such as your business model; the goals you're trying to achieve; how important is for your content to have a wider reach, and if it is web indexable or not; whether or not you need to provide a complex functionality that requires