The Competitive Advantage of a Mobile-First Content Strategy
The usage of mobile devices has been steadily increasing, as shown by the rise in total time spent on devices from 2010 to the end of 2014. To further emphasize the importance of mobile, consider the following facts:
- Over 75% of Americans who use the Internet now utilize multiple platforms, including desktop and mobile.
- A significant 21% of Millennials no longer use desktops at all.
- Seniors (age 55+) represent the fastest-growing demographic among Americans who use multiple platforms.
- Mobile retail commerce experienced a growth rate of 28% in 2014, outpacing overall retail commerce growth of 14%.
- Both web traffic and conversions are increasingly happening on mobile devices.
Considering these trends, if your competitors have already embraced mobile-friendly content, you may find yourself falling behind. However, if they haven't, this presents a valuable opportunity for you to gain a significant advantage. Here are three reasons why mobile-friendly content is no longer an option but a necessity, along with strategies to help you gain a competitive edge.
Mobile-Friendly Content is Essential for SEO
Major online platforms like Google, Facebook, Yahoo, and Twitter have adopted a "mobile-first" approach. Since these platforms attract a substantial amount of online traffic, your target audience is already accustomed to a better user experience on mobile. Moreover, if your content is not optimized for mobile devices, your SEO rankings will likely suffer. Google, for instance, even labels sites as "mobile-friendly" in mobile search results, signaling to users which sites are optimized for mobile use. To ensure your content meets the mobile-first criteria, consider the following:
- Text should be readable without zooming.
- Content should fit the screen, eliminating the need for horizontal scrolling.
- Links should be well-spaced for easy tapping.
- Avoid using software that is not mobile-friendly.
- Optimize the loading speed of your site or app.
If your site lacks the "mobile-friendly" label, you may be losing valuable traffic. To obtain the label, conduct an SEO audit using Google's mobile-friendly test tool, which provides an analysis and report outlining necessary fixes. Properly structuring your content for all three platforms (PC, tablet, and mobile) is crucial. Use image compressors, larger fonts, and buttons as screens become smaller, reducing the tasks users need to perform.
Mobile-Friendly Content Enhances User Experience
When it comes to mobile user experience (UX), readability, shareability, actionability, and speed are paramount. Merely scaling down content from your desktop site for mobile is insufficient. Instead, adapt your content to meet the specific needs of mobile users. Here are some tips to achieve this:
- Personalize the user experience by allowing mobile users to customize the content they see, similar to desktop users. Utilize technology such as "Maxymism" to track user access and provide relevant content.
- Utilize analytics and metrics to collect aggregate data on when and where mobile users access specific content. Ensure easy access and timely delivery of desired content in digestible formats such as lists and images.
- Design interactions that are user-friendly and efficient, considering mobile users are often in a hurry.
- For brick-and-mortar retailers, adaptive content can include features like floor plan maps or self-checkout options.
- Adaptive content should dynamically change based on individual user profiles, considering factors such as location, purchase history, and time of access.
Mobile-Friendly Content Must Align with User Activities
Mobile users frequently engage with news, social media, and emails through their devices. To capitalize on their behavior, consider the following strategies:
- Optimize your email content to load quickly, as users typically have a short attention span.
- Create an engaging and descriptive Facebook page with shareable content.
- Use social media platforms to make announcements about sales, new products, and coupons/coupon codes.
- Structure your content for easy scanning, allowing users to quickly find relevant information.
- Regularly analyze and adapt your content to meet the needs of users accessing your content via new devices.
Providing a seamless and enjoyable user experience on mobile devices requires skilled web development. The more value you provide to mobile users, the higher the likelihood of their return. Keep in mind that effective mobile content is an ever-evolving process, and staying ahead requires continuous adaptation. By putting in the effort to optimize your mobile content, you can gain a significant competitive advantage. Visit Media Masters Plus+ for mobile-first content website designs.