Outdated, disorganized, or dysfunctional mobile sites are disappointing at best and brand-killers at worst. And, when over 60% of web traffic is generated on mobile devices, they are a problem that no business can afford to ignore — particularly those in the B2B world.
At a glance, mobile sites may not seem critical to your B2B operation. Some consider mobile experiences to be secondary priorities to get to “someday." But, trust us when we say that your mobile site can either bolster your business or become a barrier to its ongoing success.
So, is your mobile website hitting the mark? Let’s talk about what a seamless mobile experience looks like and how you can improve your mobile presence so that it measures up to your B2B customers’ ever-evolving expectations.
Why Mobile Experiences Matter
Your website is the epicenter of your consumers’ introductions and ongoing engagements with your brand. As more and more of those are happening online and on the go, providing your customers with seamless, responsive, and intuitive mobile access to your services becomes crucial for their continued satisfaction — and your continued success.
Aside from the obvious benefits of keeping your consumers happy, investing in a mobile-friendly site will also boost your SEO scores and enhance your overall web performance. More and more people — including B2B buyers who may be out in the field more than at a desk — are using their phones and other mobile devices to search the internet. That’s why mobile-first indexing is now a priority for Google and other major search engines, so improving your mobile experience will inevitably improve your rankings as well.
Google also has a handy tool that businesses can use to check whether or not their current site is mobile-friendly. If you’re not sure that your mobile site is in need of a makeover, you can always put it to the test to see how it measures up to the average visitor’s expectations.
On average, over 60% of website traffic is generated from mobile devices.
Why B2B Mobile Experiences Matter Even More
Precision and dependability are extremely important in the work our B2B clients do. As a B2B organization, success is ultimately rooted in the relationships you’re building with your clients so your credibility is an invaluable currency. The uncompromised quality of the products and services you’re providing for them should extend to your digital spaces.
Optimizing your mobile experience will make it easier for you to reach and serve your clients quickly and consistently in the fast-paced environments they’re navigating. And, it will also add credibility to your website, your brand, and your reputation as a valuable partner.
How to Help Your Mobile Site Hit the Mark
If you’ve ever found yourself trapped in an eternal click-loop, or exiting a frozen site with an exasperated sigh, then you know firsthand that bad mobile sites are a major deterrent for consumers, even for brands that they genuinely love.
Most mobile site issues can be remedied with a bit of intentional design and a few simple efficiency and functionality upgrades. Whether you’re looking to build a mobile experience from scratch or revamp your current mobile offerings, here are the critical areas to focus on:
Responsive Design
If your mobile site is designed responsively, it means that the entire layout has been adjusted so that it properly fits the screen size of a user’s device. It also means that your images have been optimized for mobile viewing as well. Responsive design doesn’t just keep your site looking good in mobile spaces, it also ensures that it is usable no matter which device your customers are accessing it from.
Intuitive Navigation
Simplicity is key for mobile users. If they can’t easily find what they’re looking for on your site then they will likely search for it elsewhere rather than dig through cluttered content or try to decipher a confusing layout. Consider streamlining your mobile site’s navigation with condensed and collapsable hamburger menus, large icons, or links that are easy to tap on a small screen. Intuitive navigation tools make it easy for mobile users to get in, get what they need, and get out. That increases the likelihood of them completing transactions and returning to your site in the future.
Quick Loading Times
Patience is limited when it comes to online consumers, and that goes double for mobile users. If your site takes too long to load, your images lag, or your buttons and navigation tools are too sticky, users are likely to leave and go to a competitor’s site without a second thought. Optimizing your images, using a content delivery network (CDN), and properly managing your CSS and JavaScript files are all ways to improve your mobile site’s speed. Google’s PageSpeed Insights tool can also help you identify specific pages or features that may be dragging your site speed down.
Looking to up your site’s mobile game? Contact CID to get started.
"Bring in the Klinkhammer," they said...and we did! Amy is part of our award-winning marketing & strategy team where she writes for ads, email, the web, video and so much more. She also drinks too much coffee and spends too much time debating the Oxford comma.