Optimizing Sites for Increasingly Mobile Traffic

The revolution will not only be optimized for mobile — the revolution *is* mobile.

Mobile Internet access has doubled every year since 2009. Today, 8.5% of the world’s total Internet access takes place on mobile phones. Add the rise of tablet users, and mobile traffic is greater still.

By 2015, more people in the U.S. will access the web from mobile devices than desktops.  At Sherpa! — a digital marketing agency — we are already seeing some clients serve 1/3 of their total web traffic to mobile devices.

Season usage spikes provide previews of dominant mobile traffic. On Valentine’s Day this year, 62% of all total national restaurant searches took place on mobile.

Web-Enabled or Installable App?
What exactly are we doing on our handheld devices? Shopping (73%), searching (63%), and accessing entertainment (60%) — actions for which mobile consumers overwhelmingly prefer a mobile-enabled site over installing an app.

Efficient, usable apps made popular for smart phone adoption, but digital strategy now favors websites optimized for mobile devices. App development will also increase in expense as platforms and increase, requiring different interface designs.

Meanwhile, mobile sites are increasingly expected. Soon, they will be preferred.

By simplifying and enhancing the online experience, mobile sites have the ability to increase conversion and time spent on site, despite decrease in steps to purchase, as the redesigned mobile website for 1-800-Flowers demonstrates.

The mobile experience is not just for big business and online retailers. Small and medium-sized companies are realizing their own returns on the mobile revolution.

Planning Your Organization's Mobile Experience
Make sure your site has a mobile version that incorporates these key features:

1. Simplify —  Reduce elements. Allow users find the info or product they’re seeking quickly and easily.
2. Auto-Detect — A script “sniffer” should immediately determine the mobile device and load the mobile site version, along with a link to the regular website.
3. Search — Prominently display a search box.
4. Easy Calls to Action — Promote clicking with noticeable buttons. Eliminate need to scroll as much as possible.
5. Include “Email This” Feature — Give  option to send info or product specs to mobile users on the go as reminder of their visit.
6. Easy-to-Use Cart & Checkout — Provide ability to save, delete, and update order. Ask only for information necessary to purchase. Support mobile wallets (PayPal, Amazon Payments, Google Checkout.)
7. Display Security Certification — While transaction security are dependent on device configurations, make users feel confident by displaying certification.