If you are reading this, you are probably on a mobile device right now.
And I don’t blame you – mobile has completely taken over the world of SEO for law firms in 2016. You see mobile devices everywhere… in the hands of customer’s in line at Starbucks, in the bathroom and even where they are not supposed to be (I am looking at you lady driving a Blue Range Rover down State Street in Santa Barbara who almost plowed me over while checking her Instagram feed).
In fact, 60% of all Internet traffic is now mobile so if your Internet marketing in 2016 is not based around mobile devices you are behind the 8 ball.
For the sake of this article I am calling 2016 the year to switch from a strategy of desktop first to mobile first, but that is similar to calling 2016 the year to switch from riding your horse to trying out an automobile. Mobile is now and you are losing customers if you are not putting mobile at the forefront of your Internet marketing strategy.
To help you transition to this mobile first Internet marketing, here are three tips that we at Majux use to consistently increase conversions (what you want the user to do) and help drive a healthy return on ad spend.
Tip One: Go For the Phone Call
Users on their mobile phones want information instantly, and it is in your best interest to give it to them. One of the best ways to do this is to optimize your mobile site for phone calls.
Phone calls allow the potential customer to instantly get in touch with you while they are in the buying mindset. These potential customers do not have to wait around for you to get back to them with an email after they fill out a form, or to search through reams of text on your page to find the information they want.
Phone calls are not only great for the customer, they are also great for your business. According to Marketing Land phone calls are 7-10x more valuable than form fill completions.
Here are two ways to increase the number of phone calls from mobile devices:
A. Utilize Click to Call Extensions in AdWords
The click to call extension is (as it sounds) a way to let users call you directly from the search engine results page in Google. This is a feature in Google AdWords (which means you have to pay for every call) and is currently the only way to receive these calls directly from the Google Search page.
To enable click to call extensions:
1. Select the AdWords campaign that you want to enable click to call.
Choose the Call Extensions extension from the drop down
2. Press the red button labelled +Extension
You will now see the screen below:
3. Scroll to the bottom down and press the button for New Phone Number
4. You will be taken to the new phone number screen.
Enter your phone number and you are good to go! Your phone number is now enabled when a user searches on their mobile device and your ad appears they have the option to call you directly.
B. Create Click to Call Numbers on Your Site
Another way to get users to call you quickly is to have your number be a click to call on your actual page.
For some reason many pages have their phone numbers just sitting doing nothing. Those businesses must believe that the user on their mobile device is going to put down there phone, get an old school pen and paper, write down the number and then leave the internet to make a call. I can tell you from experience that unless you have an exceptionally motivated user this is unlikely to happen.
Fortunately, creating a number that is click to call is as simple as adding a line of code. To accomplish this simply follow the formula below (you can see it is the same as adding any other link):
<a href=”tel:+15555555555”> Call Now! 555-555-5555</a>
Bonus: You can also make a click to call button in a similar way. You do this by enabling an image hyperlink with a tel variable like so:
<a href=”tel:5555555555″><img src=”https://www.yoururl.com/files/image-you-want.jpg”></a>
Tip Two: Lose the Text
If a mobile user sees a huge block of text on a page, then they are going to leave that page quickly. This is because users on the Internet do not really take the time to read, they scan for the information they want and then read that specifically (here is a study by Nielson about that type of behavior). This is even more so for mobile users with their small screens.
Huge blocks of text provide no way of scanning and frustrate the user causing them to leave (or Internet marketing terms bounce)
Here are two ways to make your mobile text more readable and less frustrating to the user.
A. Utilize Bullet Points
Bullet points provide a way for users to scan the page and see exactly what they are looking for. Bulletpoints can be utilized by adding a line of code that tells the browser to display an unordered list such as:
<li>Bullet Point 1</li>
<li >Bullet Point 2</li>
<li>Bullet Point 3</li>
Here is a great example of a mobile website with a nice bulletpoint list that cleans up the webpage:
B. Be Concise
This tip involves no secret coding, it is just a matter of editing and making your writing as concise as possible.
We know from studies that the typical user spends less than 15 seconds on a site and for this reason it is your job to get the information to them as quickly as possible. This means cutting down on your words dramatically. Take the time to figure out if the copy on your site really needs to be there.
Tip Three: Load Quickly
You have surely experienced this – you are on your mobile device excited to check out a site. However, when you click the link the site takes a couple seconds to load…. so do you wait? Probably not! If you are like the rest of the planet you hit the back button and go to another site that loaded faster. This feeling is backed up by studies – 64% of website users expect mobile sites to load in 4 seconds or less. If your site is over that time you are losing potential customers.
Not only does this slow loading hurt the users expectations, it also hurts your business. Studies consistently conclude that a mobile sites with a slow load time typically have a lower conversion rate, and users bounce from them more often.
To optimize for speed:
A. Page Speed Insights
Since there are so many different ways that a mobile site can be slowed down, the best way that we have found to attack this problem is to use the Google Page Speed Insights. This is a free tool that shows you how your mobile site is seen in the eyes of Google as well as exactly what you can do to make your page load more quickly.
You now have three ways to improve your mobile Internet marketing in 2016 that should increase conversions and decrease bounce rates.
What ways have you found to improve your mobile site?
What are some ways that you have found to improve how your mobile website interacts with users?