On April 21, Google flipped the switch on its latest algorithm change and companies whose websites best cater to mobile users began earning the most visibility from the search engine giant. Mobile usability has always been a factor in Google’s search algorithm. Until now, however, many businesses, including the majority of Fortune 500 companies, had postponed optimizing their sites for mobile without suffering major consequences.
So why were businesses scrambling to become more mobile-friendly this time around? The business world took notice when Zineb Ait Bahajji, a member of Google’s Webmaster Trends team, stated at a search marketing exposition in Munich in March that the new mobile-friendly algorithm change will have more of an impact on search rankings than either Panda or Penguin, two of the largest and most impactful search algorithm updates Google has ever launched.
Google is telling stragglers to stop procrastinating and start adapting to today’s mobile-centric world. It is estimated that as much as 60 percent of Google searches are performed on mobile devices. Chris Lucas, vice president of marketing for Formstack (formstack.com), an online data capture solutions company, offers these tips for fixing the most egregious mobile mistakes, whether you are promoting pizza or industrial widgets:
Create a specific and well-placed call-to-action button.
Mobile users who find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. In fact, 70 percent of mobile searches lead to online action within an hour. But to make this magic happen, users need a clear, easy-to-find and easy-to-use call-to-action (CTA) button. Change the color to an attention-grabbing hue or add some subtle animation.
Also, tweak your button copy to better communicate your value proposition. Create motivating text that drives people to take action — and be specific. Adding just one word after the word “submit”
can boost conversion rates by as much as 320 percent.
Finally, put some thought to placement. Position your signup form at the top of your landing page, alongside engaging content. This strategy will deliver maximum views to your form without requiring page visitors to scroll all the way down to the bottom.
And last but not least, make sure your CTA and all other buttons are large enough to be easily tapped from a mobile device.
Embrace social autofill.
Many of us struggle to remember the slew of logins and passwords required to function in 2015. Social autofill has unparalleled potential to improve the consumer experience. Not only does it reduce your customers’ time on site — it’s a sanity saver, too: 64 percent of users who frequently leave sites due to forgotten login information say social login is an option companies should offer. But the best reason to leverage social autofill? Formstack research shows that conversion rates can increase up to 189 percent when form users take advantage of social autofill features.
Pare down the content on your mobile site.
On mobile, less truly is more. According to one study, 57 percent of users would not recommend a business with a poorly designed mobile site. Unfortunately, the temptation to include too much content on a mobile website can result in a clunky design that is difficult to navigate and frustrating to use.
The amount of space available for content on a mobile device is often significantly smaller than the space available on a desktop browser. The screens are smaller, it’s harder to scroll, and it’s impossible on many devices to scroll horizontally.
With this in mind, make sure your most important content displays in the top few pixels of the page, and reduce your viewers’ need to scroll whenever possible.
Make sure your Web forms are mobile-friendly, too.
When you’re refining your website for Mobilegeddon, don’t forget about on-site resources like forms. These conversion-capture assets are a critical part of your online real estate, so make sure they are as mobile friendly as the rest of your site.
Form length is especially critical when optimizing for mobile. The 2015 Form Conversion Report found that the average survey now contains 22 fields. Unfortunately, 22 fields might feel daunting to a consumer completing your form on a mobile device. If your site contains a field-heavy form that just can’t be shortened, try building a smart form that automatically shows or hides questions based on how users respond. Or, consider using a horizontal layout for checkboxes and buttons to create an illusion the form is shorter.
Be ready for all mobile devices.
Don’t forget — there’s more than one kind of mobile device out there. In fact, Gartner projects ultramobiles, which include tablets, hybrids and clamshells, will take over as the main driver of growth in the devices market beyond 2015, with a growth rate of 54 percent. Make sure your mobile site looks as good on tablets of all sizes as it does on the traditional smart phone screen.
If you take the time to implement one or more of these quick and dirty tips, your website will be better armed for Mobilegeddon. Your efforts will pay off, too: Lucas says mobile-optimized redesign results in a nearly 15 percent increase in unique clicks.
