Google Stresses the Need for Optimized Mobile Websites

Google Exec:  Optimized Mobile Websites are a Necessity. And a Success.

Google executive, Shiv Kumar, spoke about mobile at a May 3 Google conference.  I have previously searched for the type of updated information he gives in his presentation, but had fallen short.  I have included a summary on his presentation, but first things first. How important are mobile searches?

Google Places and Mobile Search

Mobile search queries are for restaurants, products, services, and financial services. Google Places and mobile search tools help users find what they are looking for quickly, being especially useful in regard to location.  Finding a local vietnamese restaurant, or a local locksmith is easy with Google's geolocation tools.  And more people are counting on the new technology.

The mobile search process is all about convenience and immediate reward.  A large portion are mobile search queries are for restaurants, hotels, and points of interest found locally and while on vacation.  15.4% of search queries on mobile are for finance and insurance services.   Point?  Embrace mobility to take advantage of the hesitant market.  Never underestimate the power of mobile, how it is being used, and how it is in your children's future (as well as yours).

Think Back to the Nineties

In his presentation, Kumar makes an interesting analogy, which is important to hold onto as we deem mobile a commodity.

As business success is to a web presence, now business success is tied to a mobile presence.

He tells us to think back to the nineties.  Businesses were hesitant to put themselves online, although web usage was growing.  They did not think customers would convert online.  Obviously, the timid had a lot of catching up to do, and paid a painful price for their reservations.  Fighting hesitancy and dated forms of thought is in the SMB's best interest.  Mobile is where the money is now, and will be in the future.

Hesitant Businesses fighting Expectation:

• 79% of large advertisers do not have a mobile site
• 11% of users have screamed at their phone for poor loading
• 58% of users expect mobile sites load quickly or faster than desktop sites

The Importance of Being User-friendly

User Grudges:

• 62% of users are not willing to wait 30 seconds to complete a simple transaction
• 61% said they are unwilling to return to a mobile site they have had trouble accessing from their phone
• 40% even said they would visit a competitor’s site instead
• 19% of people have a negative perception of the company if they are dissatisfied with performance

Improving Conversions with an Optimized Mobile Website

Mobile Optimization = High ROI due to:

• Click-to-call
• Prioritized content
• Quick load time

If users do not find what they are looking for, they move on, especially with the expected convenience of mobile.  Building a mobile website helps a business get found on phones AND gain loyal customers through action-oriented content placement.

Best Practice Tips:

• Simple layouts are best.
• Design for thumbs, not mice.
• Prioritize Content.
• Take advantage of uniquely mobile features, like Geolocation.
• Make it easy to convert. i.e. click-to-call buttons

Take Your Business Mobile

Whether you are a hoster, ISP, telco, directory, agency, or a SMB, there are opportunities to mobilize your business with UNITY.

Find out how:

Web Services Provider (hoster, ISP, directory, telco)

Agency

Small/Medium Business

Professional Services

Reference: Mobile Marketer