Mobile Marketing

Mobile has experienced tremendous growth over the past couple years and New Zealand has a 32% smartphone penetration which will only continue to grow.  You can view how many people have accessed your website in Analytics via mobile devices and most likely this figure is up compared to the same time last year.  Creating a mobile specific website is an important component of your website development as more customers access information from mobile devices.  Mobile users are very different than desktop users and it is important to cater for different user needs on smaller devices.  
 

Creating content
Keep the user in mind and keep everything concise and too the point.  People are viewing your site on a much smaller screen and your mobile site doesn’t need to have all the content that your desktop site has.  If people do want to view your full desktop site, provide a link on your mobile site to reach your desktop site.

Page load time
The content that you choose to add on your mobile site ties in directly with the time it takes your page to load.  If you use a content management system to update your mobile site, it is important to think about the amount of images, downloadable content and rich media that you place on pages which may slow down page speed.  Connections may vary vastly and long page load time may be the difference between someone staying on your site and taking action or leaving. 
 

Landing page calls to action
If you create a landing page for a campaign, a clear call to action is crucial.  On desktop there may be several different actions people can take on a single page from signing up for a newsletter, using a search box to navigate your site or purchasing now.  On a smaller screen for a mobile landing page, make the call to action very obvious and don’t confuse the user with several different actions.  Big buttons for click to call make it clear to users that this is what you want them to do on a page.
 

Driving people to your site  
AdWords campaigns can be a great cost-effective way to get people to your site.  When driving them to your mobile site, best practice is to create a mobile specific campaign.  It is easier to measure performance against your desktop campaigns in terms of cost-per-click (CPC), click-through-rates (CTR) and overall cost of the campaign.  Since mobile search results have far fewer ad positions, having a top position in a mobile campaign is more crucial for conversions and clicks than on a desktop site; therefore your bids in mobile may be slightly higher than your desktop campaigns.