Nearly 75 percent of smartphone shoppers make a purchase as a result of using their mobile devices, according to a recent study from Google. Yet a whopping 82 percent of local business websites are not optimized for mobile phones.
That’s a huge mistake, according to Kevin Zicherman, president of Brick&Mobile, a Toronto-based start-up that builds and designs mobile websites. “Most small business websites are built in Flash which doesn’t work on an iPhone,” warns Zicherman. “So if I’m a customer visiting a website and it’s a Flash site, it’s literally a blank screen.”
More than simply being Flash-free, a mobile website needs to be built for a small screen, feature the right keywords for a high search engine ranking, and deliver the smoothest end-user experience possible.
Fortunately, Zicherman says it’s easier than you think to create a mobile-friendly website.
Here are 5 simple steps to building a click-worthy mobile website:
1. Put it to the test. Grab a smartphone and take your existing website for a test drive. “Businesses really need to understand how their website looks on a mobile device and really experience it as their customers would through their eyes,” advises Zicherman.
2. Select a mobile web provider. With technology constantly evolving, it’s critical that your mobile website includes the latest features and upgrades. A time-consuming endeavor, many small business owners leave the heavy lifting to a mobile web provider so that they can focus on core competencies like product development and customer service. “DIY works for some but it actually creates a lot more work and it’s a little bit risky,” warns Zicherman.
3. Consider your content. No one wants to sift through page upon page of content on a palm-sized screen. For this reason, Zicherman says that “when it comes to optimizing content for a mobile device, about 400 characters per page is fine. You want to limit a user from scrolling and scrolling so be sure to stick to high-level content.”
4. Encourage action. Smartphone users are typically on the move – the perfect opportunity for small business owners to encourage consumers to take action. Whether it’s making an on-the-spot purchase or booking a reservation, “every page of your mobile device should ask the user to take action,” says Zicherman. “A lot of businesses forget that the experience doesn’t end at the mobile website and that a mobile website can be used to capture new leads.”
5. Analyze this. How do you know if your mobile website is up to snuff? For starters, forget about applying the same metrics you would to a desktop website. “The analytics on a desktop website are more about engagement, time spent and the number of page views per visitor whereas a mobile website should be measured by who takes action,” says Zicherman. Are smartphone owners clicking to call, booking dinner and making purchases? Then consider your mobile site a success.
Join brick&mobile for a special webinar session on Sunday, January 29, 2012, 8pm ET, where Kevin Zicherman will be reviewing a new SMS platform. Sign up here: https://www3.gotomeeting.com/register/406979430
