If you are going to position yourself as a Google online leader, then one area where you need to be on top of is mobile optimization! Ten years ago, more or less everybody accessed the internet using a desktop computer, and 77% of users were viewing your site in one of the two most popular screen sizes. However, fast forward to 2017 and the landscape has changed dramatically! The most recent studies conclude that 77% of internet users are using no less than ten different screen sizes including laptops, smartphones, tablets and even smart TVs! There is a relatively even split with no single screen size exceeding 20% of the market share, so every Google online leader knows they have to plan for every screen size when developing their website.
For most marketers, that means investing some time and money into responsive mobile design. However, while this may address screen sizes, there are other potential issues that marketers often miss. With that in mind, let’s explore some of the common mistakes that could have a negative impact on responsive mobile conversions.
1 – Are You Using Bloated Images?
One of the most significant issues hindering responsive mobile conversion rates is images! A responsive mobile site uses a single markup over all devices, so you need to make sure the correct images are served up. For example, iPad users will want to see large, attractive images, but an older smartphone may need lower resolution images that can load quickly. If your website is image heavy, then it can be tricky to translate it to a responsive mobile design. There are a few tips every Google online leader should know about optimizing their images for any device:
- Use Lossy Compression to Reduce Image Size Without Losing Depth
- Render Images Through Multiple Servers
- Optimize Images by Running Them Through a Back-End Process Like ImageMagick
2 – Do Your Pages Take Too Long to Load?
If there is one thing a Google online leader has to know about internet users, it is that they have very little patience! If your website takes too long to load, then people will not wait, and you lose those all-important conversions. This is even more true of mobile browsers. On average a mobile retail site in the United States takes 6.9 seconds to load. However, surveys suggest that 40% of mobile users will abandon a page that has not loaded in 3 seconds! Even if a consumer does stick around and make a purchase, slow loading times are likely to put them off repeat transactions, and they may go to one of your competitors. Loading time is one of the ranking factors Google uses to determine your place in SERPs, as is mobile optimization.
3 – Are Your Contact Forms Too Long?
One thing everyone finds frustrating is having to fill out overly long contact forms. This is frustrating enough on a desktop, but when you are trying to type all of your answers on your smartphone with your thumbs, it becomes far more tiresome! Shorter is always better for web forms, so make sure you only ask for the information you need. Otherwise, you risk losing conversions. Hubspot recently discussed how they were able to increase conversion rates by 50% by merely cutting their form down to just three fields!
4 – Does Your Website Ignore Mobile User Intent?
Perhaps the most significant problem that must be addressed is one that comes down to popular misconception. Many people believe that simply using a responsive mobile design will solve all potential problems, but that is not the case. It will handle most visual issues, but won’t consider user goals. When designing your site, make sure you have mobile users in mind and use shorter titles, call to action buttons and other navigation that will make it easy for mobile users to move around the site.
Mobile internet browsing is continuously gaining popularity, so to be a true Google online leader your online presence must consider these users.
To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®