Performance Marketing Needs Mobile-Friendly Support
Performance Marketing Needs Mobile-Friendly Support
By now, most people are aware that the mobile trend is continuing to grow and thrive as not only more consumers have smartphones but are using them to search and make purchases as well. In the United States alone, over 90% of smartphone owners use their phone to perform local Google, Bing or Yahoo searches. That is over 28 million people searching and looking for businesses on a daily or weekly basis. If your business is engaging in performance marketing efforts, in order to fully maximize the opportunity for conversions, their web pages need to support a user-friendly experience. All the clicks in the world to a web page will not generate sales if the searcher becomes frustrated.
Many businesses have made the transition to having a mobile friendly website, but others are still left wondering what exactly all the fuss is about and why offering a mobile-friendly user experience is continually at the forefront of discussions and performance marketing planning. The simple truth is that in today’s digital world, being optimized for mobile is an absolute must for all industries.
By not being mobile-friendly, these are key risks that your business is facing:
Lower Ranking in Search Results
Being found in organic search results is so incredibly important for the success of businesses. Ranking high is valuable not only because it signals Google’s trust in your site and services, but it also indicates that consumers have visited your web page and find your products and services to offer a solution to their needs. By having a website that provides a poor mobile user experience, your rankings will begin to fall and your business becomes less visible to the millions of daily local searches.
Higher Bounce Rates
Consumers want a quick and immediate solution to their needs, whether that is being able to make a purchase or just quickly locate relevant information on your website. Bounce rates signify the number of users that left your site before leaving your home or landing page, usually as a result of not being able to locate the information they were searching for. By not having a mobile friendly site or one that performs poorly, potential customers will leave quicker and most likely go to a competitor. Not only are you losing leads but money is also being wasted on cost per click ads and display banners that are driving traffic that will quickly leave.
Lower Conversion
It should go without saying that without being mobile-friendly, your conversion rates will fall. Low search engine visibility paired with a frustrating user experience will negatively impact your conversion rates and impact your bottom line.
Those are just the major downfalls of not being mobile-friendly. Even better are the benefits and the increased capabilities of lead generation and online exposure when you are. When a site is optimized for mobile, businesses can tap into the powerful pay-per-call opportunities that have a significantly higher conversion rate. If your business has recently made the transition to becoming mobile-friendly and is interested in generating better-qualified leads, contact our team today.