It's not uncommon knowledge that mobile and tablet searches have been increasingly responsible for driving traffic to websites. Representing roughly 10-20% of all web traffic, (and in some cases being the primary driver of traffic for high volume local searches), appealing to mobile searchers is a key piece in staying ahead of the game. People are constantly connected with their SmartPhones (I'll admit I haven't left my iPhone 5 alone since I got it), and they want to find the information desired, when they want/need it.
Whether your company is B2B or B2C, mobile is huge for driving business both online and offline. If you're still debating whether a mobile optimized site is right for your business, we're going to zero in on why it's crucial for B2B companies to have a mobile-friendly site. Here's the scoop:
- Since 2011, B2B mobile search traffic has increased by 235% Tweet This Stat!
- 69% of B2B consumers search via SmartPhones to get info for business purchase decisions
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- 56% of business executives click on mobile ads
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- By 2013, more people will use their mobile phones than PCs to get online Tweet This Stat!
- 80% of customers abandon a mobile site if they have a bad user experience Tweet This Stat!
- 74% of users say they're more likely to return to a site if it's mobile-friendly Tweet This Stat!
- Mobile search traffic has grown by over 50% since 2011 Tweet This Stat!
- A mobile-friendly site makes users 67% more likely to convert Tweet This Stat!
- A non-mobile-friendly site makes users 61% more likely to bounce Tweet This Stat!
- Mobile search traffic for B2Bs has increased at 4X the rate of PC traffic since 2011 Tweet This Stat!
- 65% of searches are started on a SmartPhone Tweet This Stat!
- 52% of users are less likely to engage with a company after a bad mobile experience Tweet This Stat!
Convinced? Here are a few quick tips for getting started with optimizing your site for mobile:
1. Create a mobile-optimized version of your site. Use a tool like www.dudamobile.com to check out how your site currently looks to mobile searchers. Here are a few other handy resources:
2. Using analytics, check out the volume of traffic coming to your site per device (i.e. Android, iPhone, Tablets) and be aware of Responsive Website Design when device-optimizing your mobile site.
3. Think like your audience. Anticipate what information people are looking for on-the-go, and ensure it's the first thing they see on your mobile site.
Good news: if you don't have a mobile site, that doesn't mean you 're completely SOL. You can still advertise on mobile in your PPC efforts. In AdWords, there's a "display phone number" option, so you leave out the link to your site. When users searching click on your ad on a mobile device, the click to call pop-up will appear on their device, and you're charged for that click.
We've long known how quickly visitors bounce from a site that looks bad on a PC. The takeaway here is that users searching on mobile devices will bounce just as quickly from a site that isn't mobile-friendly, and will engage less with a brand as a result. It's essential to optimize your site for a mobile audience to increase your brand's credibility, reputation, and to build and nurture customer relationships.
Brittney is a Google AdWords Certified Paid Search Specialist on the PPC team at Search Engine People. Brittney is passionate about digital media, blogging, philanthropy, music and fashion.