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So Google Analytics is old news—I’m assuming most business owners (those serious about their online marketing, anyway) have it installed. But are you using it the right way? If you aren’t keeping track of mobile and tablet visitors, you aren’t!
In Analytics (Audience > Mobile), you can see the number of visits you get from desktop, mobile phones, and tablets. We’ve even blogged in more detail about how to get this data and why it’s important. In fact, it’s so important that I’m repeating it again. Mobile traffic is something you should look at in Analytics on a regular basis. Perhaps you’ve heard all the talk about mobile becoming bigger and bigger on the web. It’s true.
Just take a look at the desktop, mobile, and tablet searches for one of my HVAC clients, from 2012 – 2014.
As you can see, their mobile and tablet traffic has grown each year—and this includes local visitors more likely to turn into leads. In 2012, mobile and tablet visits totaled 1,910 (about 14% of total visits). In 2013, mobile and tablet visits jumped to 4,319 (about 21% of total visits). Last year, 7,787 visits (29% of the total!) came from mobile and tablet devices.
My high-end home remodeling client saw similar increases. While HVAC and home renovation are two very different industries, the mobile increase matters to both.
- HVAC services are urgent—needed NOW—and most people won’t go to their computer and search when they have a malfunctioning AC or are left in the cold when the furnace breaks down. They’ll choose the faster route (their phone or tablet in front of them).
- People looking for a company to remodel their home want to see pictures, and if your website looks like crap on their phone or iPad…yeah, you get it.
The point is, if mobile consumers can’t find what they’re looking for on your website, they will go back to the search engine and find another company.
How to Be Mobile-Friendly
So what can you do to take advantage of this mobile search increase?
Get a mobile-friendly website.
April 21st has come and gone, and mobile friendliness is now a Google ranking factor. If your website isn’t mobile-friendly, get in touch with the team at Blue Corona. We can not only build you a new site but will also incorporate other best practices, such as adding mobile schema markup.
Did you know that a large majority of mobile research starts with search? According to Google’s mobile path to purchase report,which surveyed more than 900 U.S. consumers across various industries, 48% of consumers start on search engines (rather than a website or app). But if your website can’t be found, this won’t do any good.
Short and sweet does the trick.
Keep headlines and title tags concise. Remember, smaller screens show less. In her article about adapting in this Post-Mobilegeddon world, Kelly Wrather puts it well: “Compelling headlines are top of mind for any content marketer, but they’re even more critical in the mobile format. Limited real estate on mobile means you need to aim for brevity and make every word count.”
On a related note, don’t make your readers scroll too far down to see a call-to-action. It should be above the fold and prominent, especially for mobile users. Buttons should be clickable, and it may be helpful to use language related to mobile and tablet searching (“click or tap here to…” for example).
Get Started Today
Call us! Blue Corona’s web team can build you a beautiful, mobile-friendly website (check out our design portfolio). Need help with an online marketing strategy in general? We can help with that as well!
Get started with a free analytics analysis below.
About The Author: Alanna is the Quality Assurance Manager in Blue Corona's Maryland office. When she's not triple-checking websites and content for errors and consistency, you can find her at the gym with her twin sister or urban exploring with her husband.
View more blogs by Alanna Hernandez