It’s been common wisdom for some time now, that increasing numbers of people are accessing the Internet via mobile devices. However, at this point in time, marketers are witnessing what can only be described as a mobile revolution. Walmart estimated that more than two thirds of its’ website visitors, over Thanksgiving weekend, were mobile users. Similarly, Target stated that sixty percent of its’ website traffic, during the holidays, came from mobile devices. This trend is not confined to retail ecommerce websites either. Regardless of what industry you are in, having a mobile friendly website is now vital for SEO.
Recently, Google contacted many webmasters and gave them mobile usability warnings. This fueled rumors that the search engine behemoth will introduce a new algorithm, penalizing mobile unfriendly sites. The warnings were communicated through Webmaster Tools notifications, and they outlined all the web pages that Google discovered to have significant mobile usability flaws. Webmasters were informed that those pages are not regarded as mobile optimized, so they would not be visible to mobile users.
It only seems to be a matter of time before Google changes its’ algorithm, to reflect the growth of mobile web traffic. The company has certainly dropped plenty of hints to this effect. In particular, it started to display ‘mobile friendly’ symbols adjacent to compliant websites in mobile search. The topic of mobile user experience often crops up in Google statements and talks. Also, Google stated that it was testing the idea of using mobile optimization criteria as an SEO ranking factor.
Try searching for your website using a smartphone. If your website does not have a mobile friendly symbol next to it, it is falling foul of Google’s mobile optimization rules. Discover what you need to change, with the help of Google’s Mobile Friendly Test Tool.
After you have your made your website mobile friendly, you need to consider conversions. Undoubtedly, converting visitors into sales is more of a challenge on the small screen. Refer to the data you used to optimize your site, to assess your conversion percentages from organic mobile visitors. Compare how your conversion rate from mobile stacks up against your desktop conversion rate.
Generate a customized Google Analytics report to determine which conversion actions are most common to mobile visitors. This way, you can identify which pages have difficult forms, lack conversion actions or simply aren’t mobile optimized. This will enable you to pinpoint where to concentrate your initial mobile optimization efforts.
L4 Group specializes in helping business owners and marketing executives develop effective solutions and programs to drive increased traffic, increased sales and increased profitability. Call today for a free consultation and web analysis.