Live Free Or Responsive: Why Your ‘Mobile’ Site Still Might SuckMarch 28, 2014
It shouldn’t be a surprise to social media marketers that the start of the ‘mobile revolution’ has already come and gone. Today, 58% of American adults have a smartphone, and mobile accessibility has become an international epidemic (one that we love wholeheartedly).
Phones have transitioned from their 2009 status as ‘high-tech toys’ –now they are the singular most important avenue for businesses to align themselves when it comes to social media marketing and generating revenue. More recent studies show that in 2012 mobile marketing generated $140 billion in the U.S. alone. And that was 2 years ago. By 2015, that number is projected to reach an astonishing two and a half times higher, at $400 billion.
For marketers today, these numbers prove a strict guideline for—wait for it—your WEBSITE. How did we make that leap? Because if your business’s website is not aligned to mobile audience needs, you might as well kiss that ‘audience’ goodbye. The environment for consumers is now so entwined with mobile usage, that 57% of online users today say they won’t even recommend your brand if you have a non-mobile-friendly site—regardless of your business’s value.
The key term that regular and even social media marketers are hearing today is ‘mobile-responsive.’ Sounds complicated, but the idea is simple: making your site mobile-responsive means that you’ve designed and structured your pages to automatically resize according to the size of the viewer’s screen.
Mobile-responsive sites are critical for their flexibility. Whether your audience visits via a smartphone, tablet, or desktop, a truly responsive site will have the same appeal and readability—ensuring all of your users have the same great and informative experience.
But the responsibility of mobile-responsiveness doesn’t just lie in the hands of web developers. When it comes to content strategy, being mobile-responsive also requires you to cut that content down and prioritize your messaging. Don’t forget: a huge portion of your audience is now viewing your site on a 4-inch screen. To make your site responsive and engaging, you’ll have to eliminate frivolous functions, place the most interesting text bites in prominent locations, and make your call to action links easy to find.
It’s a lot of work, but the value is unmatched. Being mobile-responsive forces you to better organize and ‘clean up’ your site, which ultimately improves the overall look and appeal of your brand’s messaging. In other words: “Made for mobile, powerful for everyone.”
NEXT WEEK: In Part II of this series, catch our UX experts as they dive deeper into the details of how you can make your site mobile-responsive—effectively turning your website into a customer-friendly sales machine.